Zig Ziglar's Selling Process
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by: BrianSylvan
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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.
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.
Do you need a Sales 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
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.
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.
This means there is a beginning, a middle and an end. Do you know where your customer is in the process? Do you know where you are in the process? If the answers to these questions don't match, then you won't sell.
How do you feel when you're at the end of the process and your client's at the beginning? You're ready for the client to write a check and your client's not even sure of what you do yet. What do you do?
Because it's a process, Zig Ziglar says that you need to meet your prospect where's she's at and then continue with her through the end. You will be able to influence the speed of the process but the customer is in control of the speed of the process.
2. You make more money solving problems (needs, issues, concerns) than you do selling product.
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 do things for their reasons, not yours.
Again, it's a matter of finding out what those reasons are. Once you know those reasons, you can 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.
If you haven't already done so, implement a sales process in your organization. If you already have a process, work on lining up with the client on where he or she is at in the process. Zig Ziglar says that as you do this you will close more sales.
About the Author
Zig Ziglar has created some of the world's leading Sales Training Programs. Find them at Success Coaches Online.
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