The Farmer

What is a Farmer sales type?

The farmer sales type is the opposite of the hunter. Farmers focus on building and nurturing long-term customer relationships rather than actively seeking new leads or negotiating deals. Their main goal is to enhance customer loyalty and retention by ensuring customers see the full value of the company's products while identifying upsell and cross-sell opportunities.

TestGroup’s sales assessment simplifies the selection and development of farmer sales types. Available as a one-time tool or through an assessment subscription, it identifies key traits like relationship-building, patience, and long-term customer focus. The single-use option is perfect for one-off hires, while the subscription allows for ongoing evaluation of multiple candidates. 

TestGroup’s Sales Assessment for Farmers

TestGroup's sales assessment is based on The Bridge Personality test, which evaluates 34 competencies based on the Big Five personality model. Eight of these are key for selecting and developing a successful Farmer sales type:

Matching Bridge Personality competencies:

• Results Focused
• Networking
• Convincing
• Sociable
• Helpful
• Considerate
• Avoiding Conflict

Farmers focus on maintaining relationships with existing clients, building loyalty, and protecting these relationships from competitors. They act as the main point of contact for their clients, fostering trust through personal connections. By understanding client needs and collaborating toward shared goals, Farmers ensure long-term relationships built on mutual respect and loyalty. They proactively communicate updates or address any concerns, quickly resolving issues to maintain satisfaction. This close relationship allows Farmers to anticipate problems and offer tailored solutions effectively.

Example page of the sales assessment report:

Traits of Farmers by sales assessment scores

Low scores on the sales assessment (1–3):

• Lack of focus on client well-being and details.
• Show little interest in addressing client concerns.
• Avoid building long-term relationships or handling conflicts effectively.

High scores on the sales assessment (8–10):

• Highly social and genuinely interested in clients.
• Invest time in understanding and addressing client needs.
• Build trust through personalized care and proactive communication.
• Extend sales by nurturing existing relationships.

Key skills to train for Farmers

• Listening skills: Active listening is vital. Farmers must adopt an open, thoughtful approach, focusing on both verbal and non-verbal cues. Paraphrasing client feedback ensures mutual understanding and demonstrates attentiveness, building trust.

• Helpful attitude: Farmers should display genuine interest in solving client problems. By asking the right questions, they can fully grasp the client’s needs and proactively provide solutions. The best Farmers solve issues before clients even recognize them, enhancing satisfaction and loyalty.

How to spot the Farmer sales type

• They are more reserved and relationship-focused than hunters.
• Emphasizes customer relationships over metrics or quotas during interviews.
• Motivated by stability and collaboration.

Typical responsibilities

• Onboarding new customers and setting up accounts.
• Renewing customer contracts.
• Educating customers on product usage and updates.
• Performing account reviews and resolving challenges.

Potential job titles

• Account Manager
• Customer Success Manager
• Client Success Associate
• Customer Service Representative

Managing the Farmer sales type

To keep farmers motivated, assign them roles that enable them to build relationships vital for the company’s long-term success. They work effectively with hunters, taking the lead after a new customer is acquired to maximize the client’s investment and satisfaction. Farmers excel in collaborative environments and benefit from open communication with support teams and access to resources that promote their success.

TestGroup's sales assessment

TestGroup's online sales assessment is a leading choice for evaluating sales talent globally. This tool offers immediate insights into candidates' commercial skills, trusted by industry experts. It's ideal for businesses aiming to hire the best. Order assessments per candidate or choose a cost-effective subscription.

Traits of a Farmer sales type

Farmers are patient and focused on cultivating relationships over time, much like tending to a crop. They prioritize customer success and enjoy seeing the results of their efforts materialize gradually. Farmers excel at:

• Helping customers realize value from their purchases.
• Reducing churn by providing consistent support and tailored solutions.
• Building workflows and processes that meet customer needs.
• Encouraging loyalty through a seamless and engaging experience.

Common activities of Farmers

Farmers often perform tasks such as:

• Onboarding customers, particularly in SaaS environments.
• Migrating data and customizing solutions.
• Conducting regular account reviews and answering product questions.
• Supporting customers through challenges and finding growth opportunities.
• Preparing for contract renewals and identifying upsell or cross-sell options.

The Farmer’s role in retention

Just as a farmer tends to their crops, a sales type invests time and effort into customer retention. This process involves ongoing interactions to strengthen relationships, reduce churn, and enhance customer satisfaction. By offering solutions to challenges and conducting regular check-ins, sales professionals ensure that customers remain loyal and engaged.

Upselling and renewals

Farmers also prioritize upselling and renewing customer contracts. They identify opportunities where additional features or higher-tier plans could benefit their customers, ensuring that these customers have the resources they need to succeed. This strategy not only increases customer lifetime value but also strengthens the overall relationship.

Combining Hunters and Farmers for success

When the hunter and farmer sales types are effectively integrated, they create a balanced approach to sales. Hunters focus on acquiring new customers, while farmers nurture and develop those relationships over time. Together, they drive long-term results and build a strong, high-value customer base.