One of the biggest challenges that I’m hearing from the CEOs that I work with is the need to drive top line revenue, especially in the current economic climate.

The answer lies in one of two places–either drive more revenue from your existing customers, or go out and get new clients. The problem for most companies is this requires two different types of skill sets from your sales and business development staff–or in other words: the hunters and the farmers.

Hunters obviously drive top line revenue by searching out new business–but true hunters are hard to find (only 20 percent of sales people actually have true hunter characteristics).

Farmers are great as account managers and can drive more revenue out of your current customer base by focusing on more satisfaction. But do you have farmers in hunter roles?

To find out, consider using the CPQ test developed by Dr. Larry Craft, a behavior scientist with over 25 years of experience in the employee assessment industry. (

The test measures the basic eight personality traits that are proven to predict job performance and retention: Goal orientation, need for control, social confidence, social drive, detail orientation, good impression, need to nurture, and skepticism.

The scores are compared against the scores of the ideal candidate for the position so you can compare and see if you have the right person in the right position.

Of course, assessment tests are not the only thing that you need to do when you want to get more performance out of your sales force, but it’s a good place to start.

Many companies are currently looking to hire salespeople right now, and performing an assessment on candidates can go a long way in determining if they are going to be a good fit for the position that you need to fill.

2 thoughts on “Driving Top Line Revenue

  1. The fact that hunters and farmers are radically different, and that 20% or less of people who call themselves “salespeople” are genuine hunters, is a good insight that seems to cost many early-stage companies a lot of lost valuable time re-learning this lesson. The survey to which you have a link seems kind of generic – not really focused on your thesis.

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