Hunter Mindset: What Workwear & PPE Sales Teams Need to Know in H2 2025

If you sell workwear or personal protective equipment (PPE) in Europe, 2025 is a year of opportunity and competition.

In the UK alone, it is set to increase from USD 1.8 billion in 2025 to USD 2.8 billion by 2032, with a compound annual growth rate of 6.5%. 

In the DACH region (Germany, Austria, Switzerland), demand for premium head-to-toe solutions is high, but winning market share is getting harder. 

Clients are searching for a specific kind of salesperson: the hunter.
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Defining the Hunter Mindset

When clients talk about a “hunter,” they mean a salesperson who thrives on finding and winning new customers, rather than focusing only on existing accounts. In sales terminology, hunters are the opposite of “farmers,” who focus on maintaining and nurturing the relationships they already have.

In the workwear and PPE sector, a hunter is:

• Proactive and focused on securing new customers
• Energetic, resilient and adaptable in the field
• Connected to distributors and end-users
• Self-starting and commercially aware

These traits are an advantage when selling premium or innovative PPE products where value, not just price, wins deals.

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Why This Is the Profile Clients Want in 2025

The DACH market is becoming more competitive, with established brands defending market share and smaller players pushing hard to grow. 

The vast majority of the clients I work with are looking for hunters who can build pipelines from scratch and deliver growth. Smaller companies are offering €70k to €100k or more for proven performers. Most roles are fully remote, giving salespeople the freedom to spend time with customers and demonstrate products in person.

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Where This Is Creating Gaps

A strong CV does not always translate to performance in the field. A hire may look ideal on paper but lack the proactive drive to build a pipeline from scratch, leading to missed targets and delayed market entry. These mismatches are costly, affecting revenue growth, client retention and strategic plans.

One reason is that job descriptions often fail to set clear expectations about generating significant new revenue without heavy oversight. This can be due to vague language, concern about deterring applicants, or even hiring managers not fully defining the role’s growth requirements. Without that clarity, businesses risk attracting the wrong candidates and losing valuable time in the hiring process.

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What Candidates Need to Do Differently

To stand out as a hunter:

• Show measurable wins in new business development
• List your network, including distribution partners and end-users
• Share examples where you identified and closed opportunities independently
• Highlight success in selling premium or innovative products

“Around 90% of clients I speak with, whether that's for a position at all or just a general conversation to find out what they're looking for, are focused on someone with a hunter mindset. So a very hands on approach is something I've noticed companies are finding more and more difficult to find within the industry.” 

Advice for Employers

To attract true hunters:

• Be clear in job descriptions about new business expectations
• Offer competitive packages in line with local market benchmarks
• Assess initiative and drive during interviews with specific examples
• Allow flexible working arrangements to appeal to top performers

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Seeking to Support

If you’re hiring sales talent in the workwear and PPE sector and need help finding hunters who can deliver growth, or a sales professional ready to bring your network, energy, and drive to a new challenge, reach out to Nathan on LinkedIn or here.