“The prospect is persuaded more by the depth of your conviction than he is by the height of your logic.”
You get pearls of wisdom like that throughout Zig Zaglar’s book, Secrets of Closing. Many young salespersons are asked to read this book by the organizations they work for, and one can see why. The advice given by Zaglar is very specific and practical, and the most important thing he does is to simplify the process that goes into closing a sale.
Most of us who work in sales or have been salespersons in the past, believe that salesmanship is all about intuition. There is no way you can make an unwilling customer to buy a product he or she doesn’t like, not matter which closing technique you use or how charming you appear. You may succeed in selling an inferior product once, or twice, but you will only have a limited success with it. As a salesperson, you are truly as good as the product you’re selling.
“You don’t sell what the product is—you sell what the product does.”
Zaglar does not dispute that. But what if you have a decent product, but not an incredibly attractive one, or one that is not all that well known despite its quality? That’s where your salesmanship and closing techniques come into picture. According to Zaglar, closing can be taught, it is tangible and is based on a few simple rules.
Essentially, you should always use positive words while making a sale. For example, a dentist’s clinic would use words such as restoration rather than filling; reception room rather than waiting room; discomfort or pressure rather than pain; and confirm or verify an appointment rather than remind.
“Spectacular achievement is always preceded by unspectacular preparation.”
The point is, words make a difference on whether a product gets sold or remains unsold. How you spin a product or a service makes a difference. And this is not based on pure intuition, but on a fundamental understanding of human psychology.
Have you noticed the infomercials on TV? Have you seen how they use words such as proven, health, easy, and discovery and avoid words such as deal, pay, contract, and sign? Pay close attention the next time you do – because what these infomercials do is to avoid certain words that cause their products to “unsell” and use those that cause them to “sell”.
“Your business is never really good or bad ‘out there.’ Your business is either good or bad right between your own two ears.”
As Zaglar says, closing a sale is a science and is hardly as intangible as it is made out to be. Zaglar is like your excitable sales instructor, guiding you on, showing you the light, leading you along to success. His advice is practical, down-to-earth, simple and doable. It is something you can apply “right now” rather than later.
Secrets of Closing the Sale is like a text book for young salespersons, but one they will enjoy reading. I just wish I had read Zaglar’s book during my short-lived career as a salesperson in me teens – perhaps I would enjoy my time in sales so much better.