[00:00] Welcome to the Ziglar Show, episode number 467. I am your host, Kevin Miller. Today we have Zig Ziglar. This is Zig in the studio, just schooling us in his favorite profession, Sales. If you know Zig, if you have listened to him in awhile, you know his statement that he stands on is that everyone is in sales. What is sales? True sales is influence, and it succees by truly caring about others. If you can’t influence others, then also admit that you don’t truly care about others. But that is not you. You wouldn’t be listening to the Ziglar Show and striving to inspire your true performance and the true performance of others around you. So, let’s get schooled today.
[02:15] So, today we get about 10 minutes of Zig, direct and focused in his studio. He ends his message saying that this is a teaching lesson for the beginning salesperson and a review for the experienced salesperson. Zig really felt that the profession of sales is the most honorable and valuable of all professions, in many senses. He spent much time teaching sales professionals who were very outspoken and steady that everyone is in sales. And we all really are. If you don’t realize it, it simply means that you are probably doing poorly.
[03:25] We are all daily products of sales; think about that. Every dollar you spend, you do so because you are influenced by sales efforts. It is not because a particular person is in front of you, but a person who wrote something online (i.e., ads) or you hear someone talking, like me.
[04:32] Everyone who listens to you, spends time with you, goes on a date with you, manages you, hires you, gives you good service at a restaurant, gives you a job, does so because of your ability to sell yourself well, your ability to influence them for better.
[04:57] So, you want to hear this. Zig goes pretty quickly through this, so I am gonna spend some time breaking down some of his points following the message.
[05:34] Zig starts explaining sales. He tells the story of going to a tire store to get a replacement, and how the service attendant identifies a small problem in one of the other tires. The attendant influences Zig how not spending on another tire can cost him more in future. The attendant was the salesperson; he simply identified the problem and offered the solution, which is what the person in that profession does. We don’t create problems; we identify them, and offer solutions with our goods and services.
[06:36] A salesperson: armed with integrity and a product he or she believes in and desires to get that product into the hands of as many people as possible. How do we uncover what you need? With proper probing efforts, you can discover exactly what they need and what their prospects are. Every living and breathing human being has a bundle of needs; often these are masked by symptoms. A salesperson who sells on symptoms fails to make sales and does not understand why. Outstanding sales professionals do their homework and discover background information of a company and often do this before making a sales call.
[14:55] There are some big points in Zig’s message. There are a bit more explanations for our full conception. I am gonna help you apply these in your personal life.
[15:15] We have a quick sales class on the message. We are gonna break down Zig’s four-step process in which we cover these five things:
- Adding value and gaining trust
- Knowing if your product, service, or message is a want or need
- How to use integrity, belief, and persuasion
- How to be an expert concerning the need of awareness
- Understanding that people are far more scared of risk than gain
[20:08] So, from Zig’s message we got five points, which we break out and go through with each so that we can benefit by the story analogies.
[20:20] The number one is adding value and gaining trust. The first story takes us to the tire store where he takes his car because of the problem in the first tire, and then he finds out there is another problem in another tire, resulting in a problem in alignment. So, Zig said that the tire store did not cause problem; they only identified the problem and offered the solution, which cost much less that the potential future cost if letting the consequences result as it was. So, he says that in sales we don’t create problems, we identify the problem and offer the solution.
[23:34] The number two point is knowing if your product, service, or message is a want or a need. Zig differentiates between the product and services people want or need. So, it is a dramatically important thing to know in sales. Often, people are not clear on this, and as a result it affects promotional language. For example, for a house, plumbing, electrician, etc., are the needs for the house, but pools, landscape, etc., often people talk about as needs and fail to connect. They should talk about it as a desire, experience, relationship, status, and things of that nature — very different and very important.
[27:02] Number three is how to use integrity, belief, and persuasion. The definition of integrity is the quality of being honest, strong more on principles and more brightness. In this context, moreover, it means more. You can be honest and have more principles, but still can be a pushy salesperson who is not actually caring and listening to the other person, while integrity in sales and influence is having the other person’s caring and interests at heart, and listening more than talking. The next one he has is belief. Belief in a product and service. If you don’t truly believe in your product and service, I will ask you to quit now.
[29:34] The third part is persuasion. Persuade primarily means to convince. Zig said that we gotta know the proper probing questions. Getting to know who you are really talking to and what they actually need.
[31:00] The fourth of the five points here is being an expert concerning needs and awareness. Zig said in the next segment that people often have needs, but they mask it as symptoms. Zig said, number one, ask the right questions, have curiosity and sincere interest in the other person, and number two, he talked about need awareness. The people in sales must have clearly identified the one and most needed. This is hard, because it requires a salesperson to think.
[34:50] Our last point here, the number five, is people are far more scared of risk than gain. That is a huge truth. You need to know well the most common objections, concerns, and doubts and fears that your prospects have, and make sure you cover them. Needs solution. Zig talks about present your solution.
[37:51] We don’t buy what the product is. Your prospect is not buying what your product, what your service, what your message is; it is buying what it does. The result: gotta lead with that, lead with needs. And the last piece of this last part is the need of satisfaction.
[39:50] Zig blasts through his message. There is a lot to break down, but those are some highlights you need to know.