Are You a Sales Leader or a Sales Chaser?
by Jeffrey Gitomer

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 "Thing-a-majig." 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 tell-tale 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 puppy-dog 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.

Jeffrey Gitomer is the author of The Sales Bible, Knock Your Socks off Selling and Customer Satisfaction is Worthless Customer Loyalty is Priceless.