A complementariedade da atuação Hunter e Farmer como estratégia na formação de vendedores de excelência

César de Almeida; Leandro Lima Santos

doi:10.24883/eagleSustainable.v14i.459

Authors

César de Almeida Universidade de São Paulo (USP), São Paulo
Leandro Lima Santos Universidade de São Paulo (USP), São Paulo https://orcid.org/0000-0002-6794-9291

DOI:

https://doi.org/10.24883/eagleSustainable.v14i.459

Keywords:

Sales, Hunter Profile, Farmer Profile, Retention Strategy, Sales Performance

Abstract

Objective: This study aims to highlight the complementarity of Hunter and Farmer profiles for sales professionals, aligning performance with strategies that balance quality and customer retention.

Method: The research is descriptive and quantitative, using a structured questionnaire applied via Google Forms. Data analysis was conducted using structural equation modeling.

Results: Findings reveal that customer focus is crucial for sales performance, with Hunter and Farmer profiles becoming complementary as organizations mature. This leads to more skilled salespeople capable of addressing both basic and advanced client needs.

Conclusion and Practical Implications: The study concludes that businesses should strategically develop sales professionals by integrating Hunter and Farmer skills, enhancing performance and customer service quality. Recruitment should consider this complementarity, especially in customer-focused strategies.

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Author Biography

Leandro Lima Santos, Universidade de São Paulo (USP), São Paulo

PhD in Business Administration from the University of São Paulo (USP), with research funding provided by the Brazilian Ministry of Education via CAPES and CNPQ agencies. His academic credentials also include a Master's degree from USP (2018), along with Bachelor's degrees in Business Administration from the Federal University of Pará (2016) and in Computer Science from the University Center of the State of Pará (2009). During his tenure as a visiting scholar at Copenhagen Business School, Denmark, Leandro further developed his expertise in innovation, international management, and strategy in multinational corporations and emerging markets. Additionally, he has contributed as an editorial assistant for Innovation & Management Review and as a member of the GLORAD research network, which investigates global R&D distribution. Leandro's research, which encompasses the intersection of business and technology, focuses on the influence of global dynamics on corporate innovation strategies. His scholarly work includes publications in international journals such as the Journal of Knowledge Management, and the European Journal of Innovation Management.

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