However, some sales require clarification of the product or service and additional interaction with humans. Increasingly, artificial intelligence-powered ‘bots’, web chats, and voice interaction is required. These interactions are to answer key questions and persuade prospects to buy specific products or services that solve their problem, issue, concern, or dream. When human interaction is needed, the bank must have a Sales Team of professionals who engage with prospects or existing customers to present new ideas or solutions that translate into the sale of the product or service.

Sales Team Profiles: ‘Hunters’ and ‘Farmers’

There are many sales team profiles depending on the type of business and objectives of the team members. In financial services, there are two types: ‘Hunters’ and ‘Farmers’: both very important with different missions, irrespective of the channel or means they use to reach the prospect or customer.


Hunters are the salespeople who seek new customers for the bank. Normally, they will execute their mission with strong support from ‘above the line’ marketing campaigns. Hunters can achieve their sales objectives using targeted telephone calls, visiting individual prospects or companies, through the bank’s web chat channel and by manning presentation booths at events where the bank knows that there is a concentration of its target market.


They are the salespeople who normally grow the relationship with existing customers of the bank. They will focus mainly on two goals: first, to increase the number of products and or services that a customer has with the bank (cross-selling). The second goal is to keep the customer satisfied with the bank’s products and services, by promptly answering questions and performing proper follow-up on requests to establish a relationship of trust. Farmers have access to the bank’s customer relationship management system (CRM) where they can view the customer’s contact and channel preferences, and Next Best Actions (NBAs are also described in the Customer Management Module).

To be successful, Farmers must be disciplined in using CRM, logging all conversations and next steps resulting from an interaction with the customer. If they don’t have access to a CRM system, they must use a simple agenda, setting up the next conversation, and following it up.