For some people in sales + business development, sales can be a daunting task. Finding the right leads and qualifying the best clients can turn into a game, that for too many of us sales has turned into a style of cat-and-mouse, catch-and-release, or sowing the wrong kinds of seeds–all of which are not profitable.
It seems that with sales, there’s one of three ways to develop your business–hunting, fishing, or farming. Let’s look at them and break them down, examining the tools, the strategy, and the measure of success. We’ll start with hunting and fishing, then finish with farming–and provide a more in-depth analysis of why this one’s best.
In this article, I’m not going to practically apply everything in these metaphors, as I want you to make as many conclusions as you can–and allow you to brainstorm what you need to do–allowing you to interpret the text according to your situation.
HUNTING
In this style of business development, there’s really no development–the salesman is the hunter, the client is the hunted.
Strategy: There may or may not be one. The hunter goes after the client like they’re an animal and go in for the kill.
Relationship: There isn’t one. While looking into the eyes of the hunted, the hunter knows he’s “got ‘em.”
Tools: Here, the tool is probably a trap, with the needs of the client, portrayed as bait–masking the legitimate needs with illegitimate presentation.
Success: The hunter has secured the client–who may or may not be dead as a result, and the transaction was secured. But as soon as the client has been “gotten,” its time to get another one, while its still hunting seasons.
Pros: There’s definitely more instant gratification–between senior management and the hunter. Both will feel a level or gratitude over dragging in the fresh “meat.”
Cons: Problem here is the attitude towards the client(s), which are treated more like a side note–not the reason we’re here, but something we have to do, so “we better fill our quota.”
FISHING:
In this style of business development, there’s more thought–and definitely a lot more strategy than getting as many clients as your hunting license allows.
Strategy: Here, the strategy is on the lure–using the right needs and attractive bait to draw the client in.
Relationship: The relationship between a fisher and the fish varies, depending on what you’re catching. For some, its catch and release, discovering the fish isn’t big enough, or not what you were really going for.
Tools: Here, there more “make or break,” ensuring you have the right tools for the job. But, the lures are usually fake, and most clients may end up getting hooked on something they didn’t intend for, or can’t get out of.
Success: Fishing usually ends up with a trophy on the wall or a snapshot of the two before they quickly depart. Or eaten them for dinner.
Pros: For the fisherman, there’s a peace in knowing his / her craft. They love the boat, the tackle box and the whole experience, and they’d prefer to be “in the field,” than actually in meetings with other staff.
Cons: While trophies and photos are nice, they often cannot be recreated over time very well. Its actually more about luck, the lure, and timing–and being prepared for all it to come together.
FARMING:
In this style of business development, unlike the first two methods, there’s a mix of strategy, patience, tending, and time to allow growth.
Strategy: Here, the strategy is to plant appropriately–albeit the climate, the soil conditions, or what’s currently in grain bins / storage. And while corn may be your preferred crop, its smart to know crop cycles, respecting the earth and understanding how each need each other and replenish nutrients taken from the other.
Relationship: Here, the farmer tends to crops daily. From start to finish, there’s an approach that accounts for not only the plant, but also all of its needs–and of those surrounding it, doing what’s best. Sometimes this means pruning or even removing good plants for the sake of the crop. Its an extremely personal relationship, noted by commitment and patience, as well as the execution of the craft.
Tools: In farming, there are a variety of tools used, but each is meant to accomplish a task towards the goal in mind, whether short or long term. Each is practical, and often not illustrious. The craft lies in the one using it, not vice versa.
Success: While the measure of success is often the final crop that sold, eaten, or store for later use, success is both short and long term. Its daily and seasonal. And both of these change.
Pros: In farming, the obvious pro is self-dependency, but also the joy of including others in both your work and harvest. There’s satisfaction in knowing what went into it and what you’ll get out of it. You get what you planted, and there’s no surprise–the tomato seeds yield tomatoes. Everytime.
Cons: Farming isn’t for the yuppy or the city-slicker. It takes daily commitment to both being patient and working hard. God may feed the sparrows, but he doesn’t throw the worm in their nests.
Reflection:
When I think about business development, I think of farming as the best metaphor–tending to garden of diverse crops to achieve a well-rounded result. As a business development person, your time is split between the actual development of relationships with clients and also other “vegetables”–other people who are tangent to your ideal client who can refer business to you regularly. It then becomes like the squash vines protecting the corn–the crop you wanted all along.
Developing clients and people who can refer you business takes time, but it’s a rewarding style of business development that takes into account the true needs and relationship, not positioning anyone as “the kill,” and allows people to make their purchases and not feel like they were sold into it. People love buying, but don’t like to be sold. By using the power of relationships and referrals, you’re leaning on trust–more than a tactic or the bait–to bring them in.
