Potential Clients: Why Chasing Clients Doesn’t Work
Potential Clients: Do you like to be chased?
For instance, if someone right now said to you, “I'm going to chase you,” would you prepare to run? And, would it be kind of fun? Would you enjoy it?
In the selling process when you're chasing after clients, it's usually because they are running away. When this happens, you're likely to get one of two responses, either the person enjoys being chased so they'll continue to run or the person will become irritated, and you're unlikely to earn their business now or in the future.
My rule of thumb is not to chase clients. I continue to follow up and engage as long as they continue to engage as well. This means they show up for our scheduled appointments, they respond to emails, voice mails and follow through on any commitments they've made.
Potential Clients Continued…
In 1997, there was a study published by Ruback and Jueing called “Territorial Defense in Parking Lots: Retaliation Against Waiting Drivers” in the Journal of Applied Social Psychology showing that people who are leaving a parking space will actually take longer to exit a parking space when there's someone waiting for it.
There have been other studies to back up this territorial defense in other contexts like payphones, library tables, etc. It's been my experience this same type of attitude rears its head when a person goes into chase mode for a sale. The other person gets “territorial” and doesn't give in easily. In many cases, they play hard to get either by ignoring you or making you work even harder to earn their business.
Since it's my belief sales should be a win/win with the relationship as the priority, it doesn't make sense to go into chase mode or do anything that puts the other person on the defense.
Your Savvy Sales Tip, this week: Potential Clients
Stop chasing after people. Create an environment where both parties are engaged and enjoying the process. Once a prospect stops engaging, it's probably time to move on to other potential clients.
Of course, do everything you can to set yourself up for success should the prospect decide to buy in the future. That means leaving the relationship on good terms and letting the prospect know you'd be happy to earn their business when they're ready to move forward.
Wishing you continued success this week.
Agree? Disagree? Have additional comments or thoughts on this article? Please share.