The Fishing Metaphor Theory of Selling was propounded by George Emetuche in 2014 and later expanded in 2017 (Emetuche, 2014, 2017). The theory posits that the art of fishing is likened to the art of selling. In fishing, the fisherman is looking for fish, and in selling, the salesperson is looking for customers or prospective buyers. According to Emetuche, the theory is an ideal model for customer acquisition because the three parts of the fishing metaphor are the factors that help in acquiring new customers, just as the fisherman catches fish. The theory argues that just as the fisherman needs the line, the hook, and the bait, the salesperson also needs these three items. But in the context of selling, they represent tools and strategies for successful selling. The theory therefore posits that the line in the hand of the fisherman represents selling skills for the salesperson; the hook in the hand of the fisherman represents selling strategies; the bait in the hand of the fisherman represents the benefits in the products and services (Emetuche, 2017; Gilliam & Rockwell, 2018).
For the fisherman to catch fish, the line must always be in the water. It is when the fish sees the line and goes for the bait attached to the hook that the fisherman catches the fish. In the same way, in selling, the salesperson must be equipped with the three elements: Selling skills [the line], selling strategies [the hook], and the benefits of the products or services [the bait]. When these three elements are in place, the salesperson will excel in the art of selling because the selling skill provides competency and know-how; the strategy shows how to acquire new customers and retain existing ones; and the benefits or values in the products or services serve as the bait that attracts customers and prospective buyers, just as bait attracts fish in the water (Byabato, 2003; Emetuche, 2014, 2017).
The Fishing Metaphor Theory of Selling states that fishermen fish with the tools available to them, and the fisherman determines the results. Some local fishermen fish with a line, hook, and bait, while others who can afford mechanized methods use advanced fishing machines to locate, catch, and process fish. Comparing fishing and selling in this context, the theory argues that salespeople should not be limited by the tools at their disposal when trying to achieve the required sales performance for their organizations. This means that salespeople who work in small organizations should use the tools provided to meet or exceed their sales targets, so that they can take their organizations to new heights. Likewise, salespeople in large organizations that provide all the tools and sponsor all sales and marketing strategies should do their best to deliver the expected results (Emetuche, 2014, 2017). The theory further argues that the salespeople are the main factor that determines results, not necessarily the tools at their disposal. Some salespeople have everything provided and still fail to achieve expected sales performance, while others who lack some of, or even all the required tools, still go the extra mile to achieve outstanding results (Thornburg, 2006). The theory states that the fisherman must cast his net where there is fish – if he wants to catch fish. Practice in fishing teaches the fisherman where the targeted fish cluster, and that is where he should cast his net. This is what happens in the marketing framework of segmenting, targeting and positioning [STP], which helps salespeople to identify distinct customer groups and create specialized messages and solutions for them (Gilliam & Rockwell, 2018; Thornburg, 2006).
The theory further posits that casting the net where there are fish is an important part of successful fishing because the fisherman strikes on the target. The fisherman cannot cast his net where there are no fish because that will amount to a waste of time and other resources. This is also what happens in the art of selling. When the salesperson focuses his efforts in the market segment that needs his products and services and can use and pay for them, the strategy that will aid in converting them to customers is intensified because he is making the right efforts in the right segment of the market (Emetuche, 2017). This is how to be efficient and effective in the art of selling. In fishing, the fisherman casts a net into the water to catch fish. The net may catch the right fish, as well as unwanted aquatic plants and microorganisms. When this happens, the fisherman sits down and sifts through the catch, separating the fish from the unwanted elements. This is similar to the sales process, where the salesperson follows up on leads. Some good leads are nurtured and later converted into customers. These customers may become loyal advocates for the products and sources of referrals to friends and associates. In other cases, the salesperson will encounter leads that will not be converted. When this happens, the salesperson should drop those leads, just as the fisherman sifts out the unwanted elements from the net (Byabato, 2003; Goldberg, 1986).
Finally, the theory posits that the right bait should be used for the right fish. If a fisherman wants to catch a shark, he will likely use a smaller fish as bait. In the same way, a salesperson should use the right incentive for the right customer. Large customers that buy in high volume should be attracted with incentives that match the value and volume of their transactions. The theory argues that strategies for incentives and sales promotions should be based on the value expected from a given market, customer, or prospective buyer. The theory argues strongly that for a successful sales performance to happen, all three elements of the fishing metaphor: The line, the hook, and the bait, must be in place.