Hunter vs Farmer

1. This article is only based on my experience during the assignment to team up with the Bank Islam staffs at Eastern Region (Kelantan, Terengganu & Pahang) to improve more the retail banking business there.
2. Generally speaking, both approach must be consistenly done.
3. We need to balance our sales activity & acquisition new customers. Considerable amount of time should be allocated while doing both activities “hunting” & “farming”.
4. Smart sales people balance hunting & farming. Farming is a good counterbalance to hunting & vice versa.

Some Tips of Good FARMER

1. Schedule in specific time to call our existing customers promoting our new campaign, new product, new features etc.
2. Focus to build up (or improve) the relationship by exploring other areas of business of existing customer.
3. Send a letter of invitation / promotion to notify customers our new products, new campaign, new features etc.
4. Spot the best crops to harvest via pre determined / identified target market (based on revenue generated, risk understanding, attractiveness etc).
5. Regular cross selling to the existing customer via distributing the flyers over the counter, while waiting for their number called by tellers, customers at our ATM area etc.

Some Tips of Good HUNTER

1. Know where to find or hunt for a new one (based on revenue generated, risk understanding, attractiveness etc).
2. Where to find? – e.g of activities are distribute the flyers of new package of Wahdah at the ATM area of other banks during a pay day or at the selected / targerted residential area.
3. Search the opprtunity using your nose (observation) & with full of business sense.
4. Know & understand your target market / group.
5. Aggressive promote our products to other bank’s customer by distributing the flyers nearer to its premises.

In summary, before we go further to proceed as a hunter & a farmer, recommended to:-

1. Decide what results you need to achieve?
2. Decide what daily activities drive the desired result?
3. Prioritize your list of activities – based on anticipated yield, revenue, greatest return etc.