Getting More Business: Hunter or Farmer?

Lots of people go on about hunters and farmers in business. Everywhere I look right now, people are complaining and bemoaning that their hunting skills just aren’t up to scratch. To confirm this trend, three speakers at our conference both regretted not being better at hunting earlier on in their agency careers.

This lack of focus on hunting happens for several reasons:

•  Hunting often seems a slow burn and unfocused; it often means talking to timewasters or irrelevant people

•  Hunting is not as pleasant or reliable as farming and nurturing clients

•  No-one knows where to start with a hunting strategy.

There is no rule book and no one recognised way to go about acquiring clients. Ironically, it is agency folk, who are in the business of helping others to acquire clients, that have the biggest struggle doing the hunting for their own businesses.

Just because hunting is difficult to do doesn’t mean we shouldn’t figure out how to do it.

Just how good are you at hunting?

How much benefit could a more reliable approach to hunting bring to the business?

What is stopping you from committing to designing, testing and delivering a successful and sustainable hunting strategy? You can’t depend on referrals forever…