Zig Ziglar's Selling Process
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According to Zig Ziglar, sales at it's simplest is a communication process. So in order to be successful at sales, you need to have a process.
At the very least, you need understand that there is a process. And as such, there is a beginning and an end. You have to figure out where your prospect is in the process and meet him or her there. If you're not on the same page here, the sale won't happen.
Who Should Implement a Process?
Every salesperson who wants to be successful should have a sales process. By having a process in place, you will always not where you are with the client. You will also know when you get off track and will be able to bring the prospect back to the process.
Your Sales Process Should 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.
Remember that words aren't the only things your prospects are using to communicate. They're also communicating their intent. In other words (excuse the pun), you need to look for the meaning behind the words.
Here are the Zig Ziglar Selling Principles
1. Selling is a process, not an event.
There's always a beginning, a middle, and an end. Where's your prospect? Where are you? Are you at the same point in the process?
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 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. When you solve problems, instead of sell product, you'll make more money, guaranteed.
Again, listen to your client to find the problems. Once you know the problem, you'll know how you can solve the problem with your product.
3. People have their own reasons for doing things. They don't do things for your reasons.
Align your sales process with your clients reasons, not yours.
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.
Do you have a process for your sales? If you don't you'll need to start implementing one immediately. Zig Ziglar promises that you will see your sales soar once you put a sales process into place, identify where your prospect is at in that process, meet your client where he's at, and lead your client to the conclusion.
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About the Author
Zig Ziglar has developed many of the Sales Training Programs used by the nation's top business leaders. Read about his articles at Success Coaches Online.
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