Welcome to ASK ROCK, a monthly advice column where industry expert Rock LaManna will answer your questions on topics such as: key financials for business, and how it can lead to profitable organic growth, M&As, strategic alliances, succession plans, and exit strategies. He will also talk about leadership and present family business case studies.
Do you have a question for Rock LaManna and the LaManna Alliance? Submit it here.
**********************************************************************************************************************
Dear Rock,
I’m excited to start growing my business, and I think I need a topnotch salesperson to take the helm. Anything I should watch out for before I start the recruiting process?
I applaud you for deciding to grow your business. Many owners view a top sales person as the key to that effort. However, the biggest mistake owners make is failing to identify what type of sales person they need.
I like to simplify how I categorize sales people by putting them into two buckets: The Hunter and the Farmer.
The Hunter is a salesperson who loves to develop new business. They like the thrill of the hunt and landing the big new client. However, they’re not always detail-oriented, and aren’t the ideal match for growing a current client.
For that, you’ll want the Farmer. The Farmer is very adept at making his current crops — aka your current clientele — grow. He’s skilled at understanding your client’s operation, and selling services specific to their needs. He’s also meticulous with details and never drops the ball; the ideal fit for growing business from your current customers.
The key for you will be to identify the type of salesperson you want for your organization. It’s unlikely you’ll find a hybrid of the two, so if at all possible, hire both. Otherwise, you might want to bring in a Hunter, and when that person has scored enough business, follow up with a Farmer.
Rock LaManna is the President and CEO of the LaManna Alliance,, a business advisory and consulting firm that helps printing owners and CEOs use their company financials to create successful strategies. He blogs regularly about family business solutions for the printing and print-related industry.
