traditional “hunter vs. farmer” conception of sales to more closely
align with how customers buy in today’s complex environment.
For HR professionals charged with supporting the performance
of sales, it’s important to note that there are six approaches to sales
that organizations may consider, depending on the type of product
they sell and their client base:
1. NEW BUSINESS DEVELOPMENT
This is the approach that comes to mind when one thinks of the
“traditional” sales professional. Opportunities are created by initiating
contact with prospects, often through cold calling, in order
to generate interest in products or services. New business developers
persuasively present their value proposition, persist past
resistance and negotiate the close. This category of sales typically
requires competencies such as influencing and persuading, building
relationships, negotiating and resilience. Top performers tend
to be self-starters driven to initiate action on their own.
2. ACCOUNT DEVELOPMENT
If new business development is associated with the “hunter” style
of sales, account development aligns with the “farmer” model.
Individuals in this category are often charged with maintaining
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