What Are Hunting and Farming in Sales?
Hunting and farming are two distinct sales approaches used to generate and maintain revenue.
- Hunting is all about acquiring new customers. Sales hunters are the "closers" who thrive on prospecting, cold outreach, and converting fresh leads into paying clients.
- Farming, in contrast, is centered around customer retention and growth. Sales farmers build long-term relationships, manage existing accounts, and look for ways to expand revenue through upselling and cross-selling.
Both roles are crucial to a sales strategy. Hunting keeps the top of the funnel full, while farming ensures recurring revenue and customer loyalty.
Characteristics of Hunting
Sales hunters are the growth engines who specialize in opening doors and creating new opportunities.
1. Proactive Prospecting
Hunters actively seek new leads through cold calling, networking, email campaigns, and social selling. They focus on expanding the customer base.
2. Shorter Sales Cycles
Hunting often involves faster-paced sales processes focused on quick decision-making and deal closure.
3. Goal-Driven & Competitive
Hunters are typically motivated by quotas and incentives, excelling in fast-moving, high-pressure environments.
4. Lead Generation Experts
Sales-hunters are skilled at identifying and qualifying new prospects, making them vital in high-growth or early-stage companies.
Characteristics of Farming
Sales farmers focus on post-sale engagement, ensuring customers receive value over time.
1. Relationship Builders
Farmers nurture long-term client relationships through regular communication, support, and understanding of client goals.
2. Account Management Pros
They monitor customer satisfaction, identify pain points, and proactively suggest additional services or solutions.
3. Customer Retention Focused
A farmer’s success lies in reducing churn and increasing renewal rates.
4. Strategic Growth Mindset
Rather than pushing quick wins, farmers think long-term, growing revenue organically through trust and loyalty.
Hunting vs. Farming: A Comparison
Challenges in Hunting and Farming
Hunting Challenges:
- High Pressure & Burnout: Meeting aggressive quotas can lead to fatigue and turnover.
- Lead Saturation: In crowded markets, finding qualified leads can be tough.
- Neglect of Existing Clients: Sole focus on new business might ignore current customer needs.
Farming Challenges:
- Slower Growth Pace: Farmers may not push for aggressive expansion.
- Complacency Risk: Long-term comfort with accounts may limit innovation.
- Customer Dependency: Over-reliance on key accounts can become risky during churn or market shifts.
A growing SaaS business might start with hunters to acquire logos, then shift focus to farming to improve renewals and lifetime value. Hybrid models are emerging too, especially in AI-powered or product-led growth teams.
Blending Hunting & Farming with AI Tools
Today, AI tools are transforming both sales styles:
- For Hunters: Use AI-powered lead scoring and deal intelligence platforms like Pepsales AI to save time and improve targeting.
- For Farmers: Leverage CRM insights, customer health scores, and account-based marketing tools like Gainsight to spot upsell opportunities and improve retention.
Sales automation ensures hunters spend more time closing and farmers focus on meaningful engagement.
Final Takeaway
The Hunting vs. Farming debate isn’t about choosing one over the other. It’s about understanding when and how to apply both styles. New customer acquisition (hunting) drives growth, while customer expansion and retention (farming) drive sustainability.
The best sales teams:
- Clearly define hunter and farmer roles
- Align KPIs and compensation structures
- Use AI tools to support both strategies
- Constantly evaluate which model suits evolving business needs
Want to empower both your hunters and farmers with AI?
Book a demo with Pepsales AI, your AI-powered co-pilot that helps qualify leads, personalize engagement, and close deals faster.
