Hunters get the glory. Farmers drive the growth. I’ve worked with hundreds of carriers and brokers over the years, and here’s what I’ve seen: Most companies don’t know how to fully extract the potential of their existing shipper relationships. In logistics, there are two types of people who capture new business: farmers and hunters. Hunters are the sales reps with harpoons, chasing whales. They land big accounts after months (or even years) of pursuit. It takes luck, timing, and a perfect window of opportunity that opens briefly—then closes just as fast. Farmers, on the other hand, are the account managers. They know their existing customers inside and out. They’ve built deep relationships with operators, understand the business as well as the customer does, and are the first to spot new opportunities. They’re in the trenches, sleeves rolled up, finding growth hiding in plain sight. Here’s the reality: Sales reps get the glory (and the big commission checks). Account managers grind day in and day out, often for half the pay—unlocking new revenue, deepening the relationship with the customer, and optimizing operations to drive margin. Great sales reps are worth their weight in gold. But a fantastic account manager? They quietly build the kind of sustainable growth every company needs. Have you thanked your account manager lately?
Paul Estrada - Great post. Each new load from exisiting customers are the most profitable growth brokerages will usually see. If new accounts don't make it to the farming stage then is it worth the expense of landing them?
Ancient man hunted to survive, but civilization began when we learned how to farm! The idea that ‘farmers’ don’t work hard is patently absurd. Love this post.
I’ve always said if I ran a brokerage I would take the commission structure and include all ops. They are dealing with the customer on a daily basis and I have seen ops 5x account revenues and not get any additional compensation. It aligns everyone to do better for the customer. Hunters bring it in, but ops and AM’s retain and grow.
I agree 💯
There are also fisherman who chum the water and hope for a bite.
Well said. Hunters open doors, but farmers make sure the house gets built. Long-term growth lives in those nurtured relationships
You are spot on! Unfortunately, most sales managers under value the Farmers and the commitment they have for their customers. Too often the Farmer is viewed as an under performing salesperson. But, the reality is that they create more long term value.
This is something I have been saying for so long now. I could not have said this better myself.
President, Traffic Tech Inc
3wAbsolutely spot on. Hunters may open the door, but it's the farmers who build the house, keep it running, and turn it into a long-term partnership. At Traffic Tech, we’ve seen firsthand how critical account managers are to sustained growth. They earn trust through consistency, solve problems before they escalate, and find new opportunities where others only see routine. It’s not a flashy job, but it’s the backbone of lasting success. To all the account managers out there quietly driving results .......THANK YOU