In the sales industry, success relies on strategy and technique but also on the fundamental qualities of the individuals driving the process. Sales recruitment requires an in depth understanding of the distinct personal qualities that fuel two primary approaches: sales hunting and sales farming.

A Hunter’s Mindset: Personal Qualities for Sales Hunting

Proactive Attitude:

Sales hunters must possess an innate drive to seek out new opportunities. The ability to take initiative and approach potential clients with assertiveness is a key component of their success.


In the world of sales hunting, rejection is inevitable. Recruiters must look for candidates who can bounce back from setbacks, learn from them, and not let it affect their progression. Sales hunters must persistently forge ahead in the face of challenges.


The autonomy that often accompanies sales hunting demands a high degree of self-motivation. Successful hunters are those who can maintain momentum and achieve results without constant supervision or direction.


Markets shift, and customer needs evolve and change over time. The ability to adapt quickly to changing circumstances is crucial for sales hunters who need to stay ahead of the competition and seize emerging opportunities.

Risk-Taking Ability:

Hunting is not for the faint-hearted, a sales hunter must be assertive and a ‘go-getter.’ A calculated risk-taking mindset allows sales professionals to explore new markets, experiment with innovative sales tactics, and ultimately reap the rewards of their ventures.

Excellent Communication Skills:

Clear and persuasive communication is the lifeblood of sales hunting. Recruiters must seek individuals who can articulate the unique value propositions of products or services effectively.

Competitive mindset:

Thriving on competition, successful sales hunters have a mindset that drives them to outperform their peers. The challenge of achieving success in a competitive environment should be a motivator rather than a deterrent.

The Farmer’s Touch: Personal Qualities for Sales Farming

Sales farming, the process of looking after existing customers and managing relationships, required a different skill set all together. Sales farming is about encouraging long-term relationships, nurturing existing clients, and maximising opportunities for cross-selling or upselling. When recruiting for sales farming, recruiters must seek candidates with these qualities:

Relationship Building:

A farmer’s primary focus is on cultivating strong relationships with existing clients. Recruiters should look for candidates who excel at building trust and understanding client needs over the long term.


Unlike the rapid pace of hunting, farming involves a longer sales cycle. Candidates with patience can navigate the nuances of relationship-building, waiting for the right opportunities to present themselves.

Listening Skills:

Successful farmers are great listeners and observers. The ability to actively listen to client feedback and requirements is essential for ensuring ongoing client satisfaction. The ability to tailor and personalise your pitch based off understanding the client will be extremely valuable in a sales farming role.

Customer-Centric Approach:

Farming is all about putting the customer first, every time. Candidates who inherently prioritise customer satisfaction and retention over quick wins are well-suited for roles requiring a customer-centric approach.

Problem-Solving Skills

Farmers often encounter client issues or challenges. Recruiters should seek candidates with strong problem-solving skills and resilience to address issues promptly and maintain positive client relationships in the face of challenges.

Organisational Skills:

Managing relationships with a large client base demands organisational skills. Successful farmers can keep track of client interactions, preferences, and history to provide personalised services effectively and efficiently.

Cross-Selling and Upselling Skills:

To maximise revenue from existing clients, candidates should possess the ability to identify opportunities for cross-selling and upselling. This involves understanding client needs and offering additional products, benefits and services strategically and at the right time in the clients’ journey.

In the realm of sales recruitment, a nuanced understanding of the personal qualities required for hunting and farming is the key to assembling a high-performing salesforce. Whether filling part-time roles or seeking sales directors, recognising the unique attributes that define success in these diverse approaches is essential for building a team that can navigate the complexities of the sales landscape effectively.