Developing a Dynamic Technology Sales Team
This guide is designed to provide insights into staffing options as you assemble your technology sales team to complement your market strategy and sales approach.
Sales teams often encompass different types of sales representatives, each fulfilling distinct roles. In the realm of technology sales, two key archetypes emerge: the "hunter" and the "farmer," each contributing uniquely to the sales ecosystem.
Understanding the Hunter Role
The term "hunter" characterizes sales representatives focused on securing deals with new customers. With an innate drive for closing transactions, hunters swiftly move from one prospect to another in pursuit of fresh opportunities. Their relentless pursuit of sales makes them particularly appealing for technology startups, driven by the prospect of lucrative commissions.
Hunters thrive in environments with straightforward sales cycles, where rapid deal closure is paramount. However, they may struggle in scenarios requiring the cultivation of long-term customer relationships, as their focus lies predominantly on transactional success.
Sales organizations often witness high turnover rates, especially among hunters, who face significant rejection on a daily basis. Despite their resilience, many hunters contend with burnout or unmet commission expectations, contributing to turnover rates ranging from 30% to 35% annually.
Exploring the Farmer Role
Conversely, the "farmer" adopts a more consultative approach, prioritizing the cultivation and nurturing of customer relationships. Farmers delve deep into understanding clients' businesses, tailoring solutions to align with their strategic objectives and needs. Unlike hunters, farmers earn incentives for both customer retention and new deal closures.
This role flourishes in environments characterized by repeat business or complex product offerings, demanding strong interpersonal skills and the ability to formulate and execute long-term account plans.
Integrating Hunters and Farmers in Your Sales Team
While the hunter-farmer dichotomy serves as a guiding framework, most sales representatives exhibit traits spanning both archetypes. As you assemble your sales team, consider incorporating individuals embodying aspects of both roles to ensure versatility and adaptability.
It's essential to align incentives with desired behaviors, fostering a sales culture that capitalizes on the strengths of each persona. By offering tailored incentives, startups can cultivate a sales team capable of effectively executing the market strategy and sales process.
Conclusion and Next Steps
Building a cohesive sales team requires a nuanced understanding of the hunter-farmer dynamic. By leveraging insights from these archetypes and aligning incentives accordingly, startups can forge a sales force equipped to navigate diverse market landscapes and drive sustained growth.
To delve deeper into optimizing your technology sales team and refining your market strategy, explore additional resources available through our partners at MaRS.