Today’s buyers are busy, complacent and are being constantly bombarded with “marketing-speak” emails that don’t resonate with them. And, they are often tuning out the noise rather than actively looking for value. So to successfully get through these natural barriers requires an effective attraction strategy that includes on-going research, consistent and targeted messaging, and lead nurturing calls occurring on a regular basis. Think of these as “farming” activities.
This is why there are so many agents still struggling to get in the door, because it takes a huge amount of effort and requires them to engage over a long period of time and in a systematic way—something that most aren’t naturally wired to do effectively or to enjoy. Producers aren’t farmers, they’re hunters…they are outgoing, smart and likeable individuals who are capable of developing relationships and, most importantly, they are able to connect a prospect’s issues with the resources and capabilities of your agency to write business.
Individuals who are good at thinking on their feet, and engaging consultatively at a high level don’t typically possess the strong follow-through instincts needed to capture the attention of today’s prospects. Seth Godin explained the difference between hunters and farmers in his blog: “A kid who has innate hunting skills is easily distracted, because noticing small movements in the brush is exactly what you’d need to do if you were hunting. Scan and scan and pounce. That same kid is able to drop everything and focus like a laser–for a while–if it’s urgent. The farming kid, on the other hand, is particularly good at tilling the fields of endless homework problems, each a bit like the other. Just don’t ask him to change gears instantly.”
Many technology companies and other sales organizations have recognized this twofold need on the sales continuum, and so they’ve brought on a new role that we think deserves some contemplation—an Inside Business Development person.
He or she would be responsible for helping to create new business opportunities on a consistent and predictable basis, and support producers in ensuring that their pipelines remain filled with qualified prospects. This way, producers would be positioned to have more effective first meetings and could focus more closely on moving prospects through the sales process, while inside business development teams would play a critical role in attracting right-fit opportunities.
What are your thoughts on utilizing “farmers” to create an optimized agency structure?