Summary:  Ziglar on Selling by Zig Ziglar
Summary: Ziglar on Selling by Zig Ziglar

Summary: Ziglar on Selling by Zig Ziglar

Selling is problem solving.

With the possible exception of medicine and the ministry, no one is in as good as position as you to solve problems. Nothing on earth brings as much personal satisfaction and gratification as being able to empower another human being to become more efficient, effective and successful because of the goods you have to offer.


Prospecting is key.

A prospect has a need for a product, a possible desire to own that product and the financial capacity to implement that decision. So, with question becomes when do we prospect? The answer is all the time. Prospecting isn’t an 8-5 job. Prospecting can be done in any environment, in social situation, in the plane, in the airport, in the club or the meeting. The key is to be always on the lookout for potential problems you can solve and prospects you can help.


Ask referrals. And then ask more.

Because the customer has given you a few good referrals doesn’t mean you should stop asking. The person who has given you a few good prospects is more likely to give you a few more than the customer who has never given you a prospect. Never assume that the well has gone dried. The key to continue getting prospects from satisfied clients is to report back to your customer and let them know the results of your call.


Four steps to sales success

  1. Need analysis – articulate one or more specific needs of the prospect
  2. Need awareness – switch on the ‘lightbulb’ in the mind of the prospect
  3. Need solution – present solutions to needs of the prospect
  4. Need satisfaction – call the prospect to action.


Lead with need, not product.

People don’t’ buy what the product is. People buy what the product does for them.


Everyone listens to WIIFM.

What’s In It For Me.

We must always under any circumstances relate to the prospect.


To truly benefit the customer, AAFTO.

Always Ask for the Order.

As silly as this may seem to you, we sometimes freeze up, burn out or just blow it when the time for the close is near. This is a common mistake most salespeople make.


Use both logic & emotion.

Emotion makes the prospect take action now. And logic enables them to justify the purchase later. Let’s say at the end of your presentation when you have conclusively shown that your product or service does indeed save the customer money, you should ask three question:

  1. Can you see where our product can save you money? (brings from the world of emotion to the world of logic)
  2. Are you interested in saving money?
  3. If you were ever going to start saving money, when do you think would be the best time to start? (calls to action)


Features tell. Benefits sell.

Personalize the benefits for the customer. Paint the person into the picture, driving that luxury car, receiving compliments on the beautiful dress of suit, looking at the sunset on the lake, sitting in the comfortable retirement environment provided by the investment being made. Paint the picture vividly until your customer sees personal benefits. Remember people don’t buy the products. They buy the benefits that use of the product will bring to them.


It takes on average 5 attempts to close.

96% of sales people throw in the towel after forth closing attempt.


‘No’ means they don’t understand enough.

When prospect says no, understand that prospect doesn’t know enough to make the right decision. Never argue with them. Just understand you haven’ finished your job. And accept the responsibility for going back and providing the information needed. With the additional information, they will know enough to make a favorable decision.


To overcome objections, be QUIET.

  1. Ask Questions.
  2. Understand objections.
  3. Identify real objections.
  4. Empathize prospect.
  5. Test the objection (it’s only when you stand in your prospect’s shoes, you can start testing their objections).


If you get the salesperson right, everything else will fall into its place.

One day, a busy executive comes home with a brief case full of work. His 6-year-old son was demanding time. The father reluctantly told the boy he had a lot of work that took priority that evening. The lad was a persistent type and eventually found his way back to the executive. The recurring question “Can’t you play now dad?” was not only painful, also annoying. Finally, the young executive had a brilliant idea.

In front of him was a newspaper containing a map of the world. He tore the newspaper into pieces and gave the boy to put it back together, saying when the puzzle is finished, he will play with him. He thought it would take at least 30 minutes of uninterrupted time. But in a matter of minutes, the young chap was calling his dad to look at the map.

Dad step into the next room, and sure enough the youngster has put together the world map perfectly. Dad asked, “How did you manage to do it so quickly?”

The youngster explained “On the other side of the map of the world was a picture of the man. And that when he got the man right, the world was right.”