Zig Ziglar died this week. He was described in a report in his local Dallas newspaper as a motivational speaker. Yes, he was that, but to most of us who have read his books he was the guy who taught us how to sell in a nice way.
Seth Godin as always puts his message over succinctly and well. Of course I never met Zig and cannot remember how I stumbled upon him, but I keep a copy of his “Selling 101” (not an affiliate link) on my bedside table (or night stand to North Americans).
When I left employment, or it left me, I had little idea of sales technique. The every expression sounds clinical. I had been expected in my employment to sell money-saving schemes to potential clients. I had a strike rate of one-in-three or one-in-four, which wasn’t bad, but let us remember that the prospects had already been warmed by their introducers. I really didn’t know how to deal with objections.
When I became an independent business person I did an intensive sales course which was based on a hard sell to prospects who were found through cold-calling from specialist appointment makers. Many had probably agreed to an appointment to get rid of the caller. They felt no obligation to even be at their premises when we arrived, on at least one occasion I was greeted with two words, the second of which was “off”, and if we did get to have any sort of interview it was going through the motions with little prospect of business being done.
The course I had been on and another I drove a long way to do focused on practically grabbing the prospect by the throat at the end of a very structured interview (from our side) and saying “sign here”. Of course they didn’t, and I wouldn’t have in their position.
I thought I was a hopeless salesman, but then I found Zig and read “I’ll see you at the top”. He with his tales of selling demonstrated how to befriend the prospect, not in a dishonest way, but how to establish a rapport and find out what she or he really wanted. As Zig said, it is about being brief, warm, sincere and friendly. The last three seem obvious now, especially having only later read Dale Carnegie, but the “brief” bit was also important; knowing when to be quiet, but sharing just a little personal information to build the relationship. It all works for me.
No one buys what they don’t want, and I know now that selling can only be done through genuine relationships of mutual respect. I don’t doubt that Zig appreciated “How to Win Friends and Influence People (a volume also beside my bed) but he himself was a giant on the shoulders of giants.
Thank you, Zig.