The Hunter’s Mindset: Winning New Business & Getting in the Door with Decision-Makers

In sales, developing new business is an art and a science. It takes more than just making calls or sending emails—it requires precision, persistence, and performance.

Being a hunterin sales means identifying the right opportunities, engaging decision-makers in a way that resonates, and confidently closing deals.

But here’s the challenge: buyers are busier than ever, and competition is fierce.

So how do we cut through the noise? By offering undeniable value with a clear “What’s in it for me”.

Success in sales requires a multi-faceted approach and it’s well-rounded sales professionals know which style is going to be most effective in each situation.

The Three Sales Archetypes: Hunter, Farmer & Fisherman

The Hunter – A master of new business acquisition. Hunters strategically identify, target, and close high-value opportunities. They thrive on net new revenue growth and being the best they can be.
The Farmer – Focused on nurturing and expanding existing relationships. Farmers excel in upselling, cross-selling, and driving retention.
The Fisherman – Plays the long game, using content and marketing-driven approaches to attract prospects. Fishermen rely on brand awareness and inbound leads.

How to Get in the Door: What Decision-Makers Care About Most

If you want a seat at the table, you need to bring value before you ask for time.

Instead of focusing on selling to them, focus on how you can HELP make a difference with what’s important to them.

Solve a problem they care about – 96% of decision-makers say they will meet with a salesperson if they provide insights that help them improve their business (Forrester).
Lead with outcomes, not features – Buyers don’t care about what you sell; they care about what it does for them.
Make it relevant – Personalised outreach leads to a 4x higher response rate than generic messaging (Salesforce).
Show them how they compare – 89% of buyers want benchmarking data that helps them make better decisions (Gartner).
Respect their time – The best salespeople get to the point in under 30 seconds and spark curiosity.

The Best Sales Hunters Follow This Process

Target with Precision – The best hunters don’t chase everything that moves. They research, qualify, and focus on high-probability prospects. 74% of buyers choose the first vendor to add value (Corporate Visions).
Know Your Game – Decision-makers expect salespeople to bring knowledge, not just a pitch. 95% of buyers choose a solution provider who offers insights to navigate their challenges (CSO Insights).
Proactive Action Wins – High performers don’t wait. They make 12+ touches across multiple channels (LinkedIn, calls, emails) before securing a meeting (TOPO Research). Only 2% of sales happen on the first call—persistence matters.
Patience & Persistence – The best hunters don’t just push for a deal; they build trust. 60% of buyers say no four times before saying yes (Marketing Donut).
Closing with Confidence – Buyers don’t want pressure; they want confidence. 57% of decisions are made before a salesperson is even involved (CEB).

What Turns Decision-Makers Off

Generic, Scripted Pitches – 88% of buyers won’t engage with a salesperson who doesn’t personalise their approach (Salesforce).
Too Many Follow-Ups Without Value – Following up is critical, but sending “just checking in” emails without new insights reduces response rates by 42% (InsideSales).
Talking Too Much – Top salespeople talk 43% of the time and listen 57% (Gong.io).
Pushing for a Meeting Too Soon – Only 23% of buyers want to connect in the early awareness stage (HubSpot).

Cold Calling: Does It Still Work?

Cold calling isn’t dead—it’s just evolved.

6 calls are required to reach a prospect, on average(Velocify).
80% of sales require 5 follow-ups, but 44% of salespeople give up after one(Marketing Donut).
Only 1% of cold calls result in a meeting, but warm introductions increase success rates by 40%(HubSpot).
57% of C-level executives prefer phone calls over email (RAIN Group).

What Works? Warm introductions, referrals, strategic insights, and multi-channel outreach (calls, LinkedIn, email).

The Winning Mindset: Why This Matters

In today’s competitive market, new business growth is survival. Companies that don’t develop strong pipelines and refine their approach will stagnate.

Being a great sales hunter isn’t just about hitting targets—it’s about opening doors, creating opportunities, and making a lasting impact.

So, are you hunting with intent, strategy, and confidence?

Or are you just hoping for business to come your way?

Are you developing your expertise so you can be a true strategic partner in helping your client with what’s most important to them?

Are you using a combination of Hunting, Farming and Fishing to attract the right opportunities and focusing on WHAT’S IN IT FOR ME – how you can help deliver real value to your prospects (instead of just chasing a sale)?

And when we get this right, everything becomes much easier.

The better it gets, the better it gets!

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Naomi Oyston has more than twenty years leadership experience within the Corporate, Financial and SME Business sectors. She has had extensive executive level success, with direct responsibility for leading Customer Service Excellence, Sales Performance, Performance Coaching, Organisational Culture, Productivity and Leadership capability within multiple major corporations.

Passionate, engaging and insightful, Naomi specialises in helping business leaders to create High Performing teams through a combination of mindset, toolkits and skills that are street proven to deliver results that matter.