The Selling Process with Zig Ziglar

By: Brian Sylvan

Zig Ziglar says that at it's simplest, sales is a communication process. He says that for you to be successful in sales you have to have a process.

First, you must recognize that it is a process with a beginning and an end. Find out where your customer is at in the process and meet him and her there. You'll then be able to more easily guide him or her through the rest of the process through to closing.

Do you need a Sales Process?

Zig Ziglar swears that if you want to be successful in the sales profession, you need a process. This is the best way for you to know what your client is thinking.

Your Sales Process Should Be Logical and Client-Oriented

A logical, client-oriented sales process will lead you to a logical closing where you're not fighting with the client.

Many salespeople don't realize that the message they deliver is sometimes NOT the message the prospect receives. This can cost a salesperson the sale. With a sales process in place, you will be able to recognize if you and the client are hearing the same message. If you're hearing different things, you'll be able to adjust your course accordingly.

Your potential customer uses both words and intent to communicate. Do you understand both the words and the intent? If you don't, you're at risk of losing the sale.

Zig Ziglar Uses 4 Selling Principles in His Sales Process

1. Selling is a process, not an event.

A process always has a beginning, a middle, and an end. Do you know where your client is at on this spectrum? Are you at the same spot with your client?

When you're at one end of the process and you're client is at the other end of the process, it can be frustrating for the both of you. This frustration can often kill the deal.

To find out where your customer is at, you need to listen to words and intent. It's the only way. You won't get to your customer by talking over her needs.

2. When you solve problems, instead of sell product, you'll make more money, guaranteed.

So you need to find out your prospects problems. Then solve them. Simple, right?

3. People do things for their reasons, not yours.

Look for those reasons. Cater your sales process to those reasons.

4. Know more about your prospect than you do about your product.

You don't need to be best friends, but you need to know them as people. You need to know their buying trigger, their interests, where they're at in the sales process, and their buying points.

Implementing a sales process is one of the most important things you can do to increase your sales. Zig Ziglar's Selling Principles will help you put into place the best sales process possible.

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Zig Ziglar has created many of the Sales Training Programs used by the nation's top salespeople. Read about his programs at Success Coaches Online.

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