我的教练客户丹尼尔问我:“比尔,你是猎人还是农民?您是否不断前景新业务,还是专注于当前拥有的客户?”
我回答说:“我更像是一个陷阱。我喜欢运用以价值为中心的营销原则,因此人们将我视为一种资源,并来找我寻求进一步的帮助。”但是,即使我扮演这个角色,仍然必须了解不同的销售人员喜欢工作。这篇文章将解释猎人和农民销售角色以及他们如何从事销售活动之间的区别。
Hunter vs. Farmer In Sales
猎人和农民销售角色之间的主要区别在于每个人都花时间做。农民与客户建立现有的关系,并在现有帐户中寻求机会,而猎人则不断探测并寻求新的,陌生的潜在客户的机会。
在下面,我们将更深入地了解每个销售角色及其主要特征。
猎人销售角色
As the name suggests, the hunter salesperson goes out and hunts for new opportunities, prospects, and accounts. They’re independent and enjoy moving from one deal to the next as they’re motivated to continue finding and drawing in new leads.
Hunters are good at quickly building rapport with prospects but not necessarily cultivating long-term salesperson and client relationships. They go to many networking events, join other organizations, use LinkedIn and social media platforms to reach out to leads, make lots of calls, and ask for referrals regularly.
A hunter will thrive in a role where they can be independent. People with this persona will do well as account executives, field representatives, or business development managers.
The Farmer Sales Persona
The farmer salesperson is most comfortable fertilizing and watering existing relationships. They work to foster relationships and build long-lasting rapport with their existing accounts before anything else.
他们的客户知道,如果出现任何问题,他们都在那里,而农民在这样做时渴望协助。他们的客户首先思维方式极大地影响了客户的保留和忠诚度。他们还通过鼓励升级到业务范围来升级到更高的软件层,从而吸引现有客户的收入。bob电竞官方下载
农民角色蓬勃发展的销售角色是客户经理,客户服务代表或客户成功经理。
当猎人和农民都处于范围的两端时,捕手的角色落在中间的某个地方。
捕手销售角色
捕手销售员对他们的业务目标受众和买家角色有批判性的了解,他们符合已经存在的前景buyer’s journey。
诱捕者可以使用入站营销来创建一种微调的方式,以在他们已经存在的渠道中传达其销售商品的价值,例如向LinkedIn上向B2B专业人员进行社交销售。
An effective trapper is also adept at generating various forms of social proof, such as testimonials and case studies, to present to clients as a means of inspiring them to do business with them. Trappers are also closing-focused in their roles.
猎人与农民与陷阱
While all three personas are client-focused, it’s important to understand the distinction between them. The infographic below is a rundown of the difference between the three personas.
您可以更改销售角色吗?
I’ve been in the world of sales, marketing, and business development for over 30 years.
It is rare to find someone who is truly well-developed in more than one of these personas. For example, my predominant persona is the trapper. I enjoy determining my market, finding prospects, and crafting the right message to pull them in. As I’ve honed these skills, the less hunting I need to do — although I still need to bring the sale to fruition when I bring someone into my world. I’m a good trapper, decent farmer, and okay hunter.
As you have probably already guessed, every industry, business model, and personal style will ultimately dictate the right blend of these three personas. Great marketing will bring people into your world, but you still have to close the deal, so to speak. Sometimes they come into your world through marketing, but you have to keep tracking them until the time is right and they truly see your value.
如果您是一线销售人员,请专注于培养销售角色的优势,而不是成为其他人或模仿他们的方法。如果您是销售领导者或企业主,请雇用与您的人物相辅相成的角色,并共同努力建立一家快速增长,有利可图的公司。bob全站app
编者注:此博客文章最初发布于2017年4月,但于2021年4月更新了,以进行全面性。
最初发布于2021年4月27日1:45:00,更新于2021年4月27日
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