Using DNA Behavior for Sales and Client Engagement

This article applies to users of Business DNA looking to use behavior insights for sales and/or client engagement.

Common Questions:

How can I use DNA Insights to grow my sales team?

Do I need farmers or hunters on my team?

Solution Overview:

This article addresses behavioral traits of different types of sales people to help you find the right fit for your team.


Depending on the business, inside sales roles will generally require the person to be a “farmer” focused on building and managing existing business/relationships, while an outside sales role will generally be focused on generating new business.

Experienced Business DNA coaches and consultants can map holes in your org chart to behavioral benchmarks and provide a path to attract the applicants you need to grow your sales and increase client engagement. Once you have a strategic plan to fill your needs, behavioral insights are then applied throughout the hiring, onboarding, and talent development processes in order to grow your sales team into being highly functioning.

We can help you determine if you need the qualities of a hunter like:

  • Making quick decisions
  • Influencing
  • Negotiating
  • Working Independently

Or do you need more of a farmer?

  • Empathetic listener
  • Working collaboratively
  • Supportive and patient
  • Follows through

Each environment is unique, and your team may need a different combination of traits.  Our platform leverages over 1,000 different industry benchmarks and can be configured for any organization.

What is your firm’s annual loss due to behavioral differences?

Research shows a 60% sales engagement black hole exists which is caused by behavioral differences between a sales team and their prospects.


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