Hunter in Sales – The Active Seller on the Hunt for New Customers
In sales, the term “Hunter” (English for “hunter”) describes a specific role or mentality of a salesperson. A hunter specializes in acquiring new customers, meaning they go "on the hunt" for business opportunities. They focus heavily on acquisition, networking, and building new business relationships – in contrast to a “Farmer”, who cares for and maintains existing customers.
The hunter is often extroverted, goal-oriented, and loves to tackle challenges. They do not see rejection as a setback, but rather as part of the game. Typical tasks of a hunter include, for example, identifying potential customers (leads), making the first contact (cold calling or email), presenting products or services, and closing new contracts.
This role is particularly important in companies with a growth-oriented strategy, start-ups, or businesses looking to enter new markets. Hunters are often the spearhead of sales – they ensure that the company generates fresh revenue and gains new market shares.
A successful hunter needs, in addition to communication skills, a good dose of resilience, strategic thinking, and an eye for opportunities. Technical tools such as CRM systems, email research tools (like the tool Hunter.io), or marketing automation support them in their daily work.
While the Farmer secures customer retention and long-term relationships, the hunter ensures that new customers come into the company at all. Both roles are important – but especially in dynamic industries or when launching new products, the hunter is indispensable for success.
In short: A hunter in sales is the driving force for growth – determined, proactive, and always on the lookout for the next deal.