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Zig Ziglar's Selling Process

Jun 6, 2008
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.

The sales process has a beginning and an end. You're somewhere on that spectrum. So is your client. Find out where your client is in the process and go there. Don't try and carry on the process from your point if the client is not in the same area.

Who Should Implement a 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 Needs to Be Logical and Client-Oriented

If you follow your logical sales process, the closing will be the logical conclusion and in no way will be forced.

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.

And you always, always, always need to listen for more than words. Listen for meanings of words (intent). You'll get in trouble if you don't.

Here are the Zig Ziglar Selling Principles

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?

If you're not at the same place with your client, you'll be frustrated. But worse, your client will be frustrated. Chances are that a frustrated client will not be a buying client.

To reiterate the point, you need to meet the client where he's at. You'll only know where he's at, if your listening to the words and the intent.

2. Solving Problems Equals More Money in Your Pocket than Selling Product

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

3. People don't do things for your reasons. They have their own reasons for doing things.

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

4. Learn more about your prospect than 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.
About the Author
Zig Ziglar has developed many of the Sales Training Programs used by the nation's top salespeople. Explore his programs at Success Coaches Online.
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