Running the Good Race
Do all winners finish first? No, but they finish.

On a sticky Saturday morning in Charlotte, 400 men and women are about to run the “Dilworth Jubilee” 8k road race. I’m among them. I paid my fee, got my number pinned to my gear and got a free T-shirt. I’m ready.

It’s 30 minutes to race time, so I did what any red-blooded salesperson would do – began networking. I talked to a few friends, three customers, met one hot prospect and made my way to the starting line, still wagging my tongue.

The starter’s pistol went off and everyone lurched into the race at once. It was crowded. People passed me faster than cars at rush hour. The first rule of the road hit me: Set your own pace. Run your own race. Don’t worry about the competition.

“Hey, wait a minute,” I thought, “that could apply to sales. Where’s my pen and paper? Why didn’t I take my pocket recorder?” Rule two: Be prepared with the little things.

I pass the one-mile marker in 8:07.

About a half mile later, someone in front of me started to walk. Did that give me permission to walk? Or was it an opportunity to pass him? Rule three: Don’t be influenced by others; they may be setting a losing example.

Now it’s two-and-a-half miles into the race and I’m thirsty and hungry. I made a mental note to pack nourishment next time. Rule four: If you run out of gas, whose fault is that? Have a plan “B”

I’m beat and out of gas. Then the ultimate insult – I get passed by guy pushing a stroller. Rule five: Don’t get discouraged if someone passes you.

At three-and-a-half miles I begin to walk. A guy runs up behind me and says, “If I can do it, you can do it.” I begin to run with him. We talk for a while, he pulls ahead, but not out of sight. Mentally he becomes “I can do it” to me. Rule six: Others will encourage you when you falter.

Then at mile 4.1, as I’m about to give in and walk again, an angel comes up behind me and says, “Let’s run together.” I begin to pick up the pace. (When you’re exhausted and about to quit, minor encouragement can actually get you to run faster.) Rule six: There are angels, no matter what anyone says.

Here are a few more running rules (and selling similarities):

• Set your watch. Pick a time you want to finish the race and set your watch in descending time. (Pick a day you want to close the sale.)

• Set your mind. Decide you’ll finish before you start. (Assume the sale, tell yourself it’s made before you start.)

• Don’t look back – concentrate on who you need to pass.

• The amount of preparation and training you did shows up about halfway through the race. In sales, lack of preparation shows up much sooner.

• Physical and mental stamina are equal. To finish the race, both must be utilized to their full capacity. You must have a balance of both to be a sales winner.

• Tell your mind what it needs to hear. Invent games, phrases, self praises and goals to get yourself to the next milepost.

• Finishing is exhilarating. Making a sale or achieving a goal creates the same exhilaration.

I finished the race running in about 53 minutes. I was woozy, but I did the traditional post-race 10 push-ups.

Where did I finish? Ahead of about 50 people who ran and all the quitters. You don’t have to beat everyone every time, but if you hang in there, you can make a successful career out of just beating people who quit. It’s the same in sales.

Jeffrey Gitomer is the author of The Sales Bible, and Customer Satisfaction is Worthless, Customer Loyalty is Priceless. He can be reached at 704/333-1112 or e-mail to salesman@gitomer.com.

Back to Sales Index

Back to February Issue

Copyright 1996-2002, by Kentucky Business Online.  All rights reserved.

Editorial content is copyright 2002, Lane Communications Group
All editorial material is fully protected and must not be reproduced in any manner without prior permission.

The Lane Report is a trademark of Lane Communications Group.  All other trademarks are the property of their respective owners.