Identify sales personalities – employ hunters and farmers properly

Always on the hunt for a new deal, not to be stopped by a simple “no” – or with the attention always very close to the needs of the customer, intent on building relationships that pay off in the long run: There are very different types of sales people. A not uncommon classification distinguishes the hunters who are oriented towards winning new customers and the farmers who are more interested in cultivating existing customers. Both types of salesperson come with advantages and disadvantages. And both are important for long-term successful sales. In order for them to make the most of their strengths without their weaknesses getting in the way, it is important that you recognise which type of salesperson you have in front of you – and to employ them correctly.

Sales personalities: Huntersand farmer

The Hunter: Stubborn but impatient

Hunters are best off at the front line of new customer acquisition. Because that’s where they really feel at home. Even when faced with the challenge of unloved telephone acquisition, these thoroughbred salespeople do not shy away. Their high tolerance for frustration is of great benefit to them: even the tenth consecutive “no” does not demotivate these passionate salespeople. On the contrary, they see the challenge as an incentive to conquer the market all the more persistently. Their motivation is the sense of achievement. Having won a new customer for the company is the feeling that Hunter is looking for. But in return they want to earn the necessary laurels and tangible recognition. And then, spurred on by this positive reinforcement, they immediately set their sights on the next big fish.

These striking successes are rarely achieved in existing customer care. Therefore, Hunters are not particularly interested in looking after an existing customer base for years. And working in a team is often not their strong point either. They prefer to go out on their own in the hunt for attractive new business. Their quest for success and recognition can make Hunter’s management quite demanding. It is important to find the right measure of encouraging recognition that serves as an incentive for the acquisition ace, but also does not allow them to lose their ground. A balancing act – which is worth it. Because a good hunter ensures a steady influx of new customers and orders.

The farmer: Consulting-oriented, but reserved

The idea of picking up one No after the other during the strenuous telephone acquisition process puts beads of sweat on the farmer’s forehead. The aggressive belabouring of all too often uninterested potential customers is much less appealing to him – but he cannot take the regular cancellations without leaving a trace.

Instead, he would prefer to become all the more familiar with his existing customers and understand their specific processes, challenges and needs in detail. In order to then offer them individually tailored solutions as a loyal advisor. Rather than constantly having to dedicate himself to new customers, the farmer would therefore prefer to maximize up- and cross-selling opportunities and develop the customer in the long term. To achieve this, he focuses on building sustainable relationships.

Correct employment decides on success

For a long-term successful distribution, both types are needed in the company. Hunters, who acquire new customers, and farmers, who cultivate and maintain these customer relationships over the long term and exploit their potential. But this can only be achieved if you also have the right people in the right positions in your sales team. Before hiring a new salesperson, check whether you’re dealing with a hunter or a farmer, and think carefully about the type of salesperson you need for the vacant position.

But even in your existing team, an analysis of current employees against this background can lead to significant performance improvements. Do you have an agent who falls short of expectations? Or an account manager who finds it difficult to build genuinely interested customer relationships? Get in touch with such employees and consider a redistribution of tasks within your team. Maybe it’s a hunter who’s not allowed to hunt or a farmer who’s uncomfortable in the wild. By correctly matching the different sales personalities and the different tasks in your sales team, you will get the most out of your people.

The requirements for the type and processing of relevant customer data also differ between hunters and farmers. Implisense provides you with compact company profiles for the efficient preparation of a meeting with a potential new customer and with an impressive depth of data and daily updates on your existing customers.

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Sales Automation for more selling time

Have you ever been unable to close a potential deal because you lost track of it in time? Do you spend too much time entering leads into your CRM system and maintaining the record over time? And are you just as tired of time-consuming scheduling with customers or prospects that require multiple emails to be sent back and forth? Countless such frustrating trifles in your daily sales routine not only have a negative impact on your mood, but also paralyze your sales process. Because they tie up resources that you should better invest in active sales. The good news: Many of these time-consuming tasks can be easily automated using software and AI. With the help of sensible sales automation, you can get rid of unpleasant tasks, increase your efficiency in sales and often also the satisfaction of your customers. Here are a few examples:

sales representative in Sales Automation

Automate lead management

Your CRM system is the pivotal point of many sales automation solutions. A lot of hard work flows in here manually, which can be significantly reduced with the help of simple automation solutions. For example, instead of regularly searching LinkedIn for new interesting contacts and clicking your way through countless profiles that have been known for a long time, as a premium user you can simply have the new profiles sent to you according to your preset search criteria. Combined with a clever data enhancement solution, for example the Implisense API, your CRM system is automatically filled with all relevant data for your leads – you save yourself the manual input and last but not least the research of this information. On top of that, trigger events for your contacts can be delivered free of charge on a daily basis so that you never miss a promising contact occasion again. And if you want it easy, Implisense Leads will identify the similarities between your best customers and suggest other companies that are likely to have a strong interest in your products. The only thing you still have to do by yourself is make a call.

Sales automation during customer contact

Speaking of calling: Automating customer contact using self dialers or mass mailings is usually not a very promising option. Instead, by cleverly automating the many small time wasters around you, you gain more time to focus on this core aspect of sales. For example the tracking of your contact history with the prospective customer: When you have phoned or emailed with whom, you do not have to note manually anymore. You can also have this done by software. With some services, you can even have the AI create a brief summary of the most important topics from your telephone call.

Even the scheduling with your customers and prospective customers does not need to include diverse mails. Use tools or web services that allow you to share a number of appointment slots in your calendar and allow the person you’re talking to to to simply click into one of them. This gives you more time to prepare for the call. That’s Sales Automation, too.

Automatic reporting reduces management workload

Of course, not only the filling of your CRM system can be automated, but also its interpretation. Automated reporting provides the team leader with important key figures for the efficient control of the sales department. In this way, internal processes can be further optimized on this basis.

Many little elements that will relieve you in your daily work. Create more space for active sales with the help of clever sales automation. In the end, software and AI achieve the feat of leaving your customers with more human resources. The basis for an inspiring customer experience and a genuine relationship of trust.

Why data enrichment is not just about data quality

At this blog, we have already presented various use cases for more efficiency in marketing and sales through data enhancement. In most cases, the introduction of a data enhancement strategy is based on the desire for a qualified and comprehensive firmographic profile of the incoming leads. But to get the most out of your data enrichment solution, you need more than the pure data quality of the firmographic information. By wisely leveraging the benefits of a broad data provider, you can get more out of your data set. And make data enrichment in your organization an extremely powerful sales and marketing tool.

Not everything, but important: Consistently high data quality essential

Obviously, a high quality of the delivered data is still at the top of the list of things a data enhancement service provider must offer you. After all, the quality of your company data determines its expressiveness. The more comprehensive and reliable the information you receive from your data enhancement partner, the less of it you need to collect from your customers and leads. One e-mail address is often enough – and you will receive a detailed firmographic profile. This results in a significantly lower hurdle to contact and an extremely comfortable user experience.

At the same time, data quality also means up-to-date data. Estimates assume that information will become obsolete in about a third of your data records within a year. Sometimes after just a few days or weeks. In the worst case this leads to an incorrect treatment of the customer or prospective customer and thus to a waste of valuable resources in marketing and sales. A good data enhancement service such as Implisense automatically provides you with updates to your existing data records. This ensures not only an initial, but above all a consistently high quality of your data.

Advantage through up-to-date databases: Signals and trigger events as a window to the customer

Data quality: The window to the customerIf used correctly, however, the usefulness of automated data enrichment goes well beyond regular filling of firmographic gaps and data quality as well as data topicality. The Implisense algorithm provides you with information you could never have requested from your lead or customer. Not least because in many cases you would not have known at all that there was such information to ask for. Important signals and trigger events that give you a valuable knowledge advantage:

  • In which positions are more people being recruited at the moment? (Can a strategic expansion or the opening of a new location or business area be derived from this?)
  • What technical and software skills are expected from employees? (So which systems are used internally?)
  • Were there new hires in middle management? (Can you be the first to talk to a new contact person?)

If you interpret this at first glance banal information correctly in the sense of your company, you will gain extremely specific contact reasons from your data enrichment. And maximize your chance of a quick and successful deal.

The when and where: Efficiency through intelligent data flows

When we talk about how you can increase the efficiency of your marketing and sales department with an appropriate data enrichment solution, we cannot ignore one essential point: The accessibility of all this information. Only if all relevant persons have access to all required data at all times can you actually exploit the advantages of the enriched data set. And if possible without the need for manual transfer! With intelligent interfaces such as the Implisense API, you can integrate the data enhancement service directly into your existing systems. The data flows automatically into your central databases and can be retrieved by all authorized employees at any time. Completely without your active involvement.

Before introducing a data enhancement solution, think carefully about what it should offer you in addition to impeccable data quality. And make clever use of signals and interfaces. Otherwise you will unnecessarily reduce their potential for your company.


Increase data quality with Data-as-a-ServiceImplisense’s Data-as-a-Service gives you access to several million features of more than 2.4 million economically active companies from Germany. And over 5.2 million companies in total. All this via a modern JSON REST interface (API). Here you will learn about the most important features, functions and application possibilities of Data-as-a-Service.Hier erfahren Sie die wichtigsten Eigenschaften, Funktionen und Anwendungsmöglichkeiten des Data-as-a-Service.

3 use cases to increase success through data enhancement

Our blog posts deal a lot with data-supported work in marketing and sales. However, it is clear that the quality of these measures depends critically on the amount and quality of the data you have on your leads, prospects or customers. Only with an extensive set of relevant and up-to-date data can you gain in-depth insights that enable you to address your segmented target groups precisely. Yet many companies do not even have the possibility to collect data to this extent. They receive only limited information from their leads – and it is not always clear how up-to-date these are. So how can you fill even large gaps in your knowledge? The magic word is data enhancement.

Success through data enhancement

Benefit from the extensive databases of a specialized company and be automatically provided with extensive data sets on your leads and prospects, but also on your existing customers. For example with the help of the Implisense API, which you can integrate directly into your existing systems. Define which data is relevant for you and receive up-to-date information at any time with the help of an algorithm. This is useful for a whole range of applications. Three exemplary Use Cases:

Use Case 1: Increase conversion on your website

It has been proven that every additional field in a web form increases the dropout rate. The less data your users have to enter, the lower the hurdle for conversion. With a solid solution for data enrichment in the background, you can keep your web forms as minimal as possible. Just ask for the most necessary information – Implisense will then fill in everything else for you. This means you get more leads and still have all the relevant information you need. And you’ll also improve your potential customer’s user experience. So win-win!

Use Case 2: Qualification & updating of leads

When we talk about modern data-supported marketing and sales, then it is not just firmographic data in which you should be interested. But especially signals that give you an indication of where your prospective customer is currently in the purchasing process. However, this status can change quickly. Once data has been obtained, it may become obsolete a short time later. Of course, you cannot bombard your leads with regular new data queries. An intelligent data enrichment tool like the Implisense API therefore not only provides you once with a comprehensive data set, but also regularly with daily updates to your contacts. This keeps your data automatically qualified and gives you valuable signals about changes that could affect the type of message you want to send to your contact.

Use Case 3: Segmentation & personalization

Without an appropriate data enhancement solution, you usually don’t have a comprehensive dataset immediately. Instead, you have to laboriously collect data from multiple sources over time. However, because a certain amount of information is needed to meaningfully segment and prioritize your leads, this can only happen at a later point in time. In other words, you’re wasting valuable resources on leads that you know too late don’t interest you very much. At the same time, you leave out the possibility of reacting quickly to highly potent leads. By enriching your data, on the other hand, the complete data set is available to you at a stroke. You can categorize your new lead immediately and send it maximum personalized messages depending on its relevance and status in the purchasing process. In this way you waste less potential, use your existing resources more sensibly and convert prospective customers to customers more quickly.

These are just three examples of applications for the beneficial use of data enhancement. A powerful tool that simultaneously accelerates and improves marketing and sales. A real booster for your conversion.

How to promote the consistent use of data in your sales department

Most sales professionals are now aware of the importance of data for modern sales. Nevertheless, the practical implementation of data-based sales techniques in day-to-day business still faces a number of problems in many companies. Collecting and archiving in particular is often perceived as a burden by operative sales staff and is frequently left behind in stressful everyday life. The following four measures will help you to effectively implement data-based tools in your sales department.

Define KPIs clearly

Evaluating data effectively is based on a clear understanding of what has actually been measured. This is the only way to draw reliable conclusions and derive meaningful measures from them. Which costs, for example, are specifically included in the customer acquisition costs? In order to ensure a consistent interpretation of the data as well as its collection, it is a good idea to create a glossary. Establish an internal reference tool in which all KPIs are clearly defined. It can be accessed by every employee concerned, so that a uniform awareness exists at all times of what exactly designates which date.

Automate data collection

Collecting data in day-to-day business is one of the critical bottlenecks in implementing a data culture in your sales department. Because with a high workload and fixed goals, this is treated as a low priority by most sales people – and often goes overboard. By automating much of the data collection and maintenance process, you can reduce the burden on your staff while increasing team acceptance of your data tools. For example, with programs that automatically track click through rates or connection data from telephone calls and feed it into your CRM. You can also automate the recording and archiving of your customer master data: By having the Implisense API automatically fill your CRM with it. So you won’t miss any changes because they are kept up to date by a clever data enhancement strategy.

Consistent use of sales data

Make data visible and usable

To ensure that data can unfold its full power, it is not least important where it converges. In many companies, these are still static databases to which not every sales employee has access. Instead, use modern tools that prepare all data clearly for the entire team and can thus become a hub. This way, fewer things get lost, reaction times are shortened and awareness in your sales department is increased.

Use interfaces

You won’t benefit from the largest amount of data if your sales representatives don’t work with this information. So make it as easy as possible for them to access value-adding data. Right where they’re needed. Smartly integrate data from different sources and systems into the workflow of your sales team through the clever use of interfaces. If the helpful data is always just a click away, lower the hurdle to a more active use of this powerful sales weapon. And optimize the performance of your sales professionals.

Improve the consistent collection, evaluation and use of sales-relevant data in your sales team by keeping the hurdles as low as possible for your employees in their day-to-day business. A promising step on the way to modern data-based sales.