THE RELATIONSHIP CLOSER™ | Salesmanship the Road to Success

Why the World's Best Salespeople Never Chase Customers

By Chef Charles Knight

There are two kinds of salespeople.

The first spends every day chasing strangers, hoping to convince someone to buy.

The second spends a lifetime attracting interested people, educating them honestly, and building relationships that continue producing business for years.

The first salesperson works harder.

The second salesperson works smarter.

After more than five decades in sales, I've learned something many people never discover:

People enjoy buying. Very few enjoy being sold.

That one truth has shaped my entire career.

Today, approaching 80 years of age, I still generate well over half a million dollars a year in personal sales. The overwhelming majority doesn't come from cold calling, high-pressure presentations, or gimmicks.

It comes from previous customers and the people they refer to me.

That didn't happen by accident.

It happened because I stopped chasing sales and started building relationships.

Stop Chasing Customers

One of the quickest ways to lose credibility is to come across like a swarmy con man.

That may sound harsh, but there are sales techniques that create exactly that impression.

Take the common practice of offering someone a "free gift" just to get them to sit through a presentation—without even telling them what the product is.

I've never understood that approach.

Once the excitement over the free gift is gone, you're left trying to convince someone they need something they never expressed an interest in to begin with. 

So the question becomes:

Do you want interested prospects—or suspects with no interest at all?

Personally, I'll take qualified prospects every time.

Qualified Prospects Are Easier to Find Than You Think

Finding qualified prospects isn't nearly as difficult as many salespeople make it.

Do what successful businesses have always done.

Advertise.

Publicize.

Promote.

Teach.

Become visible.

Let interested customers come to you.

When someone contacts you because they're already looking for a solution, you don't have to convince them they have a problem.

You simply have to educate them.

That's a much better place to begin.

Don't Tell Me Your Product Is the Best

Prove it.

Anyone can make claims.

Professionals provide evidence.

If your product truly is the best in its category, demonstrate why.

If it isn't, be honest about where it excels.

Perhaps it offers greater value.

Perhaps it lasts longer.

Perhaps it performs better in one important area.

Every product has strengths.

Know yours.

Know your competition, too—but don't waste another salesperson's time pretending to be a customer just to get a demonstration. Their time is valuable as well.

Today the internet and AI make product research easier than ever.

Become an expert.

Customers buy confidence.

Confidence comes from knowledge.

Free Gifts Often Attract the Wrong Crowd

One of the biggest flaws in giveaway marketing is simple.

It attracts people looking for free stuff.

Not necessarily people looking to buy.

Your goal isn't to fill your calendar.

Your goal is to fill your pipeline with qualified buyers.

There's a big difference.

The Trade Show Lesson

I've spent countless hours at trade shows over the years.

I've watched salespeople stand in the aisle trying to stop everyone who walks by.

Offering free trinkets.

Handing out forms.

Asking intrusive questions.

Flashing oversized Colgate smiles.

Most people speed up and keep walking.

Here's another approach.

Create an attractive display.

Demonstrate your product.

Sit down.

Relax.

If business is slow, read a book.

Confidence attracts people.

Desperation repels them.

When someone approaches, simply smile and say:

"Hi. How are you? Are there any questions I can answer for you?"

Then stop talking.

Listen.

Listen Before You Sell

People stop at your booth for a reason.

It may not be the reason you think.

Don't assume.

Discover.

Someone may already own cookware, a water purification system, an air purifier, or another product similar to yours.

They may simply need an answer they never received from the person who sold it to them.

That doesn't eliminate them as a prospect.

It often makes them a better one.

If they've purchased in your product category before, they've already accepted the value of what you're selling.

They simply don't own your product... yet.

Prospecting Never Ends

Advertising, promotion, and publicity aren't optional.

They're the lifeblood of every successful business.

Without qualified prospects, there are no presentations.

Without presentations, there are no sales.

Prospecting isn't something professionals do when business slows down.

It's something they do every day.

Timing Matters

Not every qualified prospect is ready to buy today.

That's perfectly normal.

Don't walk away.

Build the relationship.

Offer to send a brochure.

Connect on social media.

Exchange email addresses.

Stay in touch.

You might simply ask:

"Would you mind if I emailed you a brochure? That way, when you're ready, we can go over the details together."

No pressure.

Just professionalism.

Always Ask One More Question

Before ending the conversation, ask:

"Do you happen to know anyone who's currently looking for a product like this?"

If they're hesitant to provide a name, simply ask:

"Would you mind passing my information along if someone comes to mind?"

Referrals remain one of the least expensive and most profitable forms of marketing you'll ever have.

Customers refer friends.

Prospects refer neighbors.

Even people who never buy from you may recommend you to someone else because they respected the way you treated them.

The Sale Is Over. The Relationship Has Just Begun.

The greatest mistake I see salespeople make isn't failing to close enough sales.

It's failing to stay in touch with the people who already trusted them enough to buy.

If you want to build a successful sales career, don't think of a sale as the finish line.

Think of it as the beginning of a relationship.

Stay in touch with your qualified prospects, but never forget your existing customers. Today's technology makes that easier than ever. A thoughtful email, an occasional text, a helpful social media post, a product update, a holiday greeting, or a simple phone call can keep your name fresh in their minds without ever becoming a nuisance.

Continue educating.

Continue serving.

Continue earning their trust.

Many salespeople don't just miss the boat—they miss the entire cruise ship.

They're so focused on finding the next customer that they neglect the one they already have.

Once the commission check clears, they move on, never realizing they've walked away from the most profitable source of business they'll ever have.

The customer who bought from you yesterday is far more valuable than the stranger who has never heard of you.

Why?

Because they already trust you.

If you've treated them honestly, educated them well, and stood behind your product, they'll often buy from you again. They'll purchase upgrades, accessories, replacement products, and they'll tell family, friends, neighbors, and co-workers about you.

Referrals are earned.

Trust is earned.

Loyalty is earned.

And once you've earned them, they become the foundation of a career that can last a lifetime.

After more than half a century in sales, I'm approaching 80 years old, yet I still generate well over half a million dollars in annual sales. Most of those sales come from previous customers and the people they've referred to me.

That isn't luck.

It isn't a gimmick.

It isn't high-pressure selling.

It's the natural result of building relationships instead of chasing transactions.

Anyone can make a sale.

Professionals build customers.

Masters build relationships.

Never forget this:

The easiest sale you'll ever make is often to someone who already knows you, already trusts you, and is happy to recommend you to others.

The sale is never the end.

When done right... it's only the beginning.

About the Author

Chef Charles Knight is the founder of Health Craft®, a company he established in 1970 with a mission of helping people live longer, healthier lives. A chef, entrepreneur, inventor, cookbook author, television personality, and sales trainer, he has spent more than five decades educating consumers and mentoring sales professionals throughout North America.

With more than 250 television appearances and a lifetime devoted to relationship selling, Chef Knight continues to prove that integrity, product knowledge, education, and exceptional customer service outperform pressure tactics every time.

His philosophy is simple:

"Don't chase customers. Attract them. Don't pressure people. Educate them. Don't build transactions. Build relationships."