Are you a sales leader or a sales chaser?

Are you a sales leader or a sales chaser?

Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at



Are you a sales leader or a sales chaser?

I grew up in Haddonfield, New Jersey. We lived at the corner of the busiest intersection in town. I was 15 years old when we got a puppy named “Thingamajig.” The cutest, friendliest puppy you ever saw.

One morning, about a week later, I opened the front door to get the paper and the puppy got loose. She started running as fast as she could right for the traffic.

I started chasing her hopelessly for five blocks, across busy streets my little dog was gone I was panicked (and out of breath). I decided to run back home, and ask my dad to use the car and find the dog.

I ran straight to my parents bedroom. “Dad dad,” I panted, “The dog’s run away car chase it!”

“OK son,” he said,” “Let’s jump in the car and find your puppy.”

I turned to run out the door and I tripped over the dog. As soon as I started to run the other way, the dog chased me!

Chasing your prospect too hard? Try running the other way let the prospect chase you. It’s the best follow up technique I’ve ever experienced.

Here’s three ways to get them to follow you…

1. Create a sense of urgency by telling a compelling story. A story about achievement lost because of delay. Hint at a solution. Let them think about it.

2. Give just a little information (one potato chip) about how they benefit. Things the prospect can put into his life that he’s currently without. Ask them to take some action to get the reward or answer.

3. Give information about their “why” or what you believe to be their hottest reason for purchasing. Offer a solution. Something better than they have now. Something that makes them slightly uncomfortable about their present situation that makes you look like a blessing.

WARNING SIGNAL: If prospects are not returning your call whose fault is that? You’re chasing too hard. They’re running away. You couldn’t get their interest you couldn’t get them to chase you.

Other telltale symptoms that the chase is going the wrong way:

You’ve followed up a few times, and now you’re searching for a reason to call them but you can’t think of one.

You’re uncomfortable about calling. You are unprepared, or you have not established the needs of the prospect and are unsure of their status, or you don’t have much rapport with the prospect, or some of each.

The prospect is giving you a bunch of lame excuses. And worse than that, is you accepting them.

If chasing people too hard makes them run away, why are you continuing to do it? The way I got my puppydog to come home was I led the dog home.

Your challenge is to lead your prospects so they will follow you and turn into customers.

FREE GitBit… If you need more persistence in your followup, I have something that will help you. I’ve compiled a list of 23 ways to be more persistent. Techniques and methods to help you get all the way to the sale without being a pest. Just go to click FREE STUFF then click GitBit register and enter the secret word, “PERSISTENCE”.

bold quote

If chasing people too

hard makes them run away,

why are you continuing to do it?

Jeffrey Gitomer is the author of The Sales Bible, and Customer Satisfaction is Worthless Customer Loyalty is Priceless. President of Charlottebased Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts training programs on selling and customer service. He can be reached at 704/3331112 or email

1999 All Rights Reserved Don’t even think about reproducing this document without written

permission from Jeffrey H. Gitomer and Buy Gitomer 704/3331112.