A hunter or a farmer? Discover your sales persona!
Lesson plan overview
This Business English worksheet explores the fundamentals of B2B and B2C sales, and sales styles (hunter and farmer) in B2B sales. Speaking prompts throughout the worksheet encourage learners to reflect on their personal experiences, analyze client behavior, discuss challenges in sales, and apply hunter vs. farmer mindsets to broader areas such as networking, entrepreneurship, learning, and career development.
This worksheet begins with a couple of conversation questions followed by a clear comparison of B2B and B2C sales models, focusing on key aspects such as the length of the sales cycle, decision-making processes, client relationships, pricing, and communication style. Learners then put in order the steps in the B2B sales process—from lead generation to follow-up and account management.
Central to the worksheet is the exploration of two common sales roles: the Hunter, who seeks out new opportunities, and the Farmer, who builds and maintains long-term client relationships. Students first watch a video called “Sales: Are you a hunter or farmer?” and fill a table with the missing information. Then, they categorize personality traits into the correct category and explain their choices. After that, they discuss a few conversation questions related to hunters and farmers in B2B sales. Finally, they assess their own traits through a structured quiz and discuss how those qualities align with specific responsibilities, job titles, compensation models, and professional strengths.
Vocabulary development is built into every stage, and at the end of the worksheet there is a vocabulary review section for students to practice business collocations.
This Business ESL worksheet is ideal for sales professionals and account managers, or corporate training programs as it supports the development of both industry-specific vocabulary and strategic thinking in real-world sales contexts.
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Teacher’s lesson plan
Student’s worksheet
Student’s interactive PDF
Conversation cards PDF
Pre-class activities
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In-class activities
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Additional resources
Each video-based lesson plan includes links to additional resources (videos and articles), which are FREE can be found online (in the pre-class activities page. These links aim to extend the learning experience, enabling students to connect classroom knowledge with real-world applications.
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Teacher’s lesson plan
Student’s worksheet
Student’s interactive PDF
Conversation cards PDF
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