The protocol for taking over a new sales territory depends largely on the type of territory into which you’re moving. Is this a territory where you will, for the most part, be pursuing new sales opportunities? Or, is it a sales territory where you will primarily generate new business through existing accounts with established relationships? In other words, will you utilize the Hunter or Farmer approach? The two role definitions below offer some tips on how to attack each of these new sales territories.
“Farmer” Sales Territory Protocol
“Farmer” sales reps usually work primarily with existing accounts, and take on a quasi-consultative role. They are very customer-centric, and nurture relationships and opportunities from within those secured accounts. They cultivate new sales opportunities through these relationships.
Two things to remember about the “Farmer” Sales Territory:
- You most likely have outgoing sales people who should be consulted prior to taking over the territory. Since the outgoing sales person is a farmer, he or she should be able to offer valuable insight and customer information. It’s crucial you obtain the proper customer knowledge so you’re able to continue cultivating the relationship to the point new sales opportunities can be uncovered and capitalized on.
- The outgoing sales person should accompany the new sales person on a minimum of one meeting per client. It’s essential the transition from one representative to another be handled seamlessly and professionally so the customer is convinced they’re still in the hands of a strong player who will always satisfy their needs and behave in their best interests. This will be to the overall benefit of both the clients’ and sales person’s organizations.
“Hunter” Sales Territory Protocol
“Hunter” Sales People are generally those who continually look to secure new accounts and new relationships. These types of sales people draw their energy from winning new opportunities, and securing new business for the sales organization. They are charismatic, independent, and generate lots of excitement. They continually hunt for the next new sales opportunity.
In the case of “Hunter” sales people, the territory transition can be a bit trickier, and as a result there are more steps you may need to take in order to assure it remains a successful territory in the long run.
- The incoming sales person must spend time with his or her sales manager. It is paramount these “Hunters” know the lay of the land before they go in guns blazing. It’s very possible that the sales manager has some inside knowledge about the territory which is critical to properly managing the territory. Or perhaps the sales person’s predecessor didn’t do something well – good information to have when trying to convert new business.
- If at all possible, the new sales individual should meet with the outgoing sales representative. Granted, this may not always be possible, but valuable information can be obtained during these meetings. Don’t miss this opportunity.
- Finally, the new person stepping into the territory should also meet with the sales operations leader. The sales ops leader will have access to background on details within the CRM system (for example: Salesforce.com) which will further educate the incoming sales person on all of the existing accounts and opportunities in the territory. Additionally, they’ll be able to pull information on the current stage of the sales process for existing opportunities. The client opportunity stage in the sales process is incredibly important intelligence the incoming sales representative should acquire as they start the selling process to the clients in the territory.
Make no mistake about it – the #1 key to success when taking over a new territory is information. Whether you are utilizing hunters or farmers, all sales people must know the customer and know the territory before trying to lock down any new opportunities.
Answer these questions: Who is the customer? What do they buy? How do they buy? When do they buy? What are their most compelling business challenges? All of this information will aid in orchestrating the proper sales strategy, as well as leading the clients through the sales process in the perfect manner that fits their needs (and yours!).
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This article was originally posted by Bryce Record to the Sales & Marketing Effectiveness Blog on April 8, 2012.
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