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Zig Ziglar's Secrets of Closing the Sale

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Doctors, housewives, ministers, parents, teachers … everyone has to "sell" their ideas and themselves to be successful. This new guide by America's #1 professional in the art of persuasion focuses on the most essential part of the sale—how to make them say "Yes, I will!" Zig Ziglar lets you in on the secrets of his own sure-fire, tested methods:

Over 100 successful closings for every kind of persuasion
Over 700 questions that will open your eyes to new possibilities you may have overlooked
How to paint word pictures and use your imagination to get results
Professional tips from America's 100 most succesful salespeople
Do what millions of Americans have already done—open this book and start learning from Zig Ziglar's Secrets of Closing the Sale!

410 pages, Paperback

First published January 1, 1984

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About the author

Zig Ziglar

263 books1,234 followers
Zig Ziglar was a motivational teacher and trainer who traveled the world over, delivering his messages of humor, hope, and encouragement. As a talented author and speaker, he had international appeal that transcended every color, culture, and career. Recognized by his peers as the quintessential motivational genius of our times, Zig Ziglar had a unique delivery style and powerful messages that earned him many honors. Today he is considered one of the most versatile authorities on the science of human potential. Ten of his twenty-eight books have been on bestseller lists, and his titles have been translated into more than thirty-eight languages and dialects. He was a committed family man, a dedicated patriot, and an active church member. Zig lived in Plano, Texas, with his wife, Jean.

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Displaying 1 - 30 of 226 reviews
Profile Image for Sheri.
1,092 reviews35 followers
August 23, 2022
Zig Ziglar is an entertaining speaker with a memorable voice. He is proud of his work and his career, as well he should be, and it shows.

He offers a good explanation of the importance of salespeople in society and his tried and true techniques will bolster any flailing salesperson’s sales numbers. I am not in sales, but I found that Zig’s advice can be applied to other career paths as well. His sound moral advice is the cornerstone of good conduct and character and an upstanding life.

I enjoyed learning how salespeople work to make a sale and what makes people buy. The fundamentals are the same no matter what you are selling, and a successful sale where all parties come out feeling good is achieved through honest, earnest, and diligent effort. Such effort will gain the sale and leave the buyer with a favorable impression of a hard-working individual, and not one of a sleazy salesperson just out to make a buck.

Zig’s methods offered insight not only into the salesperson’s role in the process, but also insights for me as a buyer. I understand what may or may not motivate me to buy, and see how a good salesperson can respond to my questions, concerns, and considerations with diplomacy and respect.

I listened to this book on audio cd and the only drawback for me was that Zig was a bit all over the place. I would have preferred something orderly and logical. At several points I was thinking that Zig could have easily used his sales techniques to “sell” his sales techniques! I definitely recommend that you take notes if you are a salesperson as there is so much to reflect upon.
Profile Image for Josip Brecak.
34 reviews7 followers
January 29, 2015
Let me start out with the negative first because there just isn't much. Some parts it was a little dull and outdated(at least IMO) but then again a lot of the old closes still work today. Some people may be turned off because a lot of this book is common sense but it is always good to be reminded and I find that one of the appealing things in this book because he states it in a way that opens your mind.

I would recommend this book for ANYONE and EVERYONE that has a career in sales and a career in anything else. Simply because everyone sells. A teacher sells their topics to their students, you sell yourself when you go on a job interview and even when you're selling your beliefs and ideas to your family and friends. And also selling what you have to give when you're courting someone. Hey! Maybe you're just trying to convince your husband to buy that home you've been dreaming about for so long! You get the idea, you sell everyday. Especially your child when he wants you to buy that toy. Mr.Zig gives very good insight on the psychology and what goes through peoples minds when they're being "sold" something. I believe if you deeply indulge in this "Bible of Persuasion" you will greatly improve the quality of your life and relationships along with an increase in sales(and yes everyone has sales…like the students that are sold onto your topic) and a happier life. And isn't that what you truly want?
Profile Image for C.
1,078 reviews1,052 followers
September 10, 2021
A comprehensive guide to in-person sales techniques. Ziglar, clearly experienced, teaches through a multitude of examples. It's about in-person selling, which is different from online in some ways. But, the fundamentals of persuasion apply to any sales situation.

Ziglar is often more long-winded than necessary, but it's made more bearable by his humorous and lively writing style.

Ziglar explains that he wrote the book “to help salespeople from all walks of life be more professional and successful.”

Ziglar summarizes his approach early in the book:
Learn as much as you can about your prospect and capitalize on that information. Learn how to use voice inflections, which we will thoroughly cover throughout 'Secrets.' Break the price into small segments. Optimistically sell, and be hard of hearing. Ask questions to identify the problem and lead the prospect to the decision. Find out what he needs to solve his problem, and show him how he can solve his problem with your product.

A main idea is that you must believe deeply that what you offer is in the best interests of the prospect. Then you can sincerely encourage them to buy for their benefit.

It was recommended by Seth Godin in All Marketers are Liars.

Below are my notes.

The Psychology of Closing

Don’t argue, since “it’s difficult to antagonize and positively influence at the same time.”

Be optimistic that your prospect can handle the purchase. Your expectancy influences the prospect's decision.

“You can sell more by asking than telling.” Use the Socratic Method. Don’t attempt to “tell” or “sell,” since that leads the buyer to resist. By asking them questions, they won’t get unhappy with you because they’re giving the answers. The customer ends up persuading himself.

“If your prospect wants to invest X dollars but his needs come to X-plus dollars, then your real sale is the amount beyond what the prospect had already committed, in his own mind.”

“Make it easy for them to buy.” “Break it down into small amounts so your prospects can afford it.” Tell them if they think about the life of the product, it only costs X per month, day, etc.

If a prospect asks for something specific and you can’t provide it, offer an alternative. Often they’ll be open to one.

Use your imagination (get creative) to help the prospect get what they want.

In many cases, the prospect says no because they don’t know enough to say yes. Prospects who say no are actually asking for more info, so they can feel secure that they’re making the right decision.

People buy when they want the item more than they want the money it costs.

When someone objects to your price, say, “The price [pause] is too high?” That forces them to defend their statement instead of you justifying the price.

Handle objections by asking, “If there were a way I could show you that the price is fair and the product worth every penny, would you take advantage of the offer today?” That helps determine if the objection is the price or something else. If they answer no, ask, “Then there must be some other reason you’re hesitating. Would you mind if I ask what that reason is?”

Say, “Price is a one-time thing; cost is something you’ll be concerned about as long as you have a product. Some companies can beat us on price, but we win on cost. You’re obviously cost-conscious, so can you think of any reason you shouldn’t immediately start enjoying the lowest cost?”

Say, “Cost can go on forever, as long as you have the product. Wouldn’t it be better to pay a fair price one time than to keep paying the little costs of a product that’s not as good as what I’m offering?”

Say, “We decided years ago that it’d be easier to explain price one time than to apologize for poor quality or poor service forever [pause] and I’ll bet you’re glad we made that decision, aren’t you?”

If you can make the prospect feel about your product the way you do, they’ll buy if they can come up with the money.
You must transfer the feeling of “I believe in this product so strongly that I bought it myself.”

If you don’t honestly feel the prospect will lose out by not buying, you won’t be nearly as effective in sales.

Never confuse your situation with your prospect’s. Your wants, needs, desires, tastes, and capacity to pay have no bearing on the prospect.

The Heart of Your Sales Career

Point out the big picture cost. For example, “If you can’t afford to repair your roof, won’t it be even more difficult to replace your furniture and repaint, and still have to afford the new roof?”

It’s highly likely that you can use the prospect’s reason for not buying as the reason they should buy. For example, “If you’re serious when you say you can’t afford this sales training course, may I gently suggest that you need to take whatever steps are necessary to take it? This course will help you sell more. How many extra sales would you need to make to get your investment back?”

You tell people from your head, but you persuade, and sell, from the heart.

If you use all logic in a sales presentation, the prospect will be educated and buy from someone else. If you use all emotion, you’ll likely make the sale, but the prospect will cancel the order. Use both logic and emotion to make a sale today and have a happy customer for the future.

Logic appeals to the eye; emotion appears to the ear. Tell people what your product will do, but also demonstrate it.

“Words alone will often fail, so he demonstrates to make the sale.” A demonstration increases believability. If the buyer only hears something they’ll forget, if they only see it they’ll remember it, but if they hear, see, and do, they’ll understand and be more inclined to buy.

When you’re talking to a prospect, remember that in most cases they’re happy to give info if you just ask.

Don’t put down the prospect’s previous purchase or previous salesperson, or they may take it as an attack on their judgment. Say, “In retrospect, most of us would make decisions differently. At that time you made this choice, most people would’ve done the same thing you did, so don’t feel bad.” The best way to get a prospect to make a favorable new decision is to make him happy with an old one.

Lack of trust is the major reason a prospect won’t buy from you.

The Sales Professional

People often buy not because they understand the offer, but because they feel you understand them.

Let the prospect use the product temporarily so they become attached to it.

"You make the sale when the prospect understands that it will cost more to do nothing about the problem than to do something about it." Say, “If you buy the item the savings will pay for it. If you don't buy it, your daily losses will soon be more than the cost. In other words, you can get it and let it pay for itself or you can choose not to get it and still pay for it through losses. Since you’ve got to pay for it either way, doesn’t it make sense to get it?

“Don't just tell them – show the figures at the same time. Prospects make the decision to buy based on what they understand and believe.”

Imagination and Word Pictures

Words that sell: your prospect’s name, understand, proven, health, easy, guarantee, money, safety, save, new, love, discovery, right, results, truth, comfort, proud, profit, dessert, happy, trust, value, fun, vital, you, security, advantage, positive, benefits.
Words that unsell: deal, cost, pay, contract, sign, try, worry, loss, lose, hurt, buy, sell, sold, price, decision, hard, difficult, obligation, liable, liability, fail, failure.

"Learn how to take the verbal paint brush and paint them (your prospects) right into the picture. You have got to put your prospect in the car and show him enjoying the luxury, comfort, or economy of driving your particular car. … the picture must be in color and in the present tense.” … Word pictures should “paint beauty, luxury, love, satisfaction, enjoyment, success, performance.”

When the benefits are delayed for years, "it is important that an emotional picture of those delayed benefits be burned indelibly into that prospect’s mind. This greatly reduces the possibility of cancellation."

In most cases involving significant purchases, if you do not encounter objections from the prospect … you do not have a prospect.” They wouldn’t object if they weren’t interested.

When the prospect keeps objecting, it could be that they’re not the decision-maker. Ask, “If I can answer your question to your satisfaction that this is the right product, at the right time and at the right price, are you personally in a position to give me an order for the product today, and would you be willing to do so?”

If prospect asks about price before you’re ready, say, “There are so many factors involved in price, such as size, model, terms, and deliver, I hesitate to answer before we have narrowed down the choices I am about to offer you.”

When prospect says they need to think about it, say, "Sometimes when people say, ‘let me think about it,’ what they're really saying is they don't like the idea. Let's speak frankly for a moment. Please – don't just be polite. Is there something you feel uncomfortable about? Something else you want to know?”

“Offer the tangible as the reason for buying, but emphasize the intangible as the excuse for buying.” Example: the reason for buying is a beautiful lake lot and the excuse for buying is relaxed living, longer life, etc.

The Nuts and Bolts of Selling

Ask, “Do you want this single unit, or would you like three for a 15% discount?” In many cases you can sell a larger order by simply asking that.

If prospect asks, "Does it come in green?" ask, "Do you want it if it comes in green?" When he responds, he's bought. Your tying him down with that.

Create a pro-con list in front of the customer. Put "you like it" as number one under pros. If you've done your job, you'll have far more pros than cons. Show the prospect the list and ask, "Which of these weigh heaviest?” This helps not only make the sale but keep the sale.

Ask, "Can you see how using this would increase your sales? Are you interested in increasing your sales? If you were ever going to start increasing your sales, when do you think would be the best time to start?"

The Keys in Closing

Be an assistant buyer. Help the customer solve their problem by acquiring your products or services.

Listen with your eyes with CHEF:
C: chin or cheek. When prospect rubs or holds in hand, it's a satisfaction/gratification sign. Now's the time to close.
H: hands. If they're gently massaging each other, prospect is ready to buy.
E: eyes. The wider the eyes, the more he's listening and buying. If eyes are wide, with crow's feet, and they begin to relax, it's time to close.
F: friendly. When prospect smiles, uses friendly phrases, relaxes, or becomes quiet and considering, close the sale.

Listen for questions that show the prospect is ready to buy, such as questions about model, warranty, payment, etc.

"Treat everyone as if he is a valuable customer. He is - or he could be if he's treated like one."
Profile Image for Andrew Padilla.
15 reviews6 followers
October 16, 2020
I'm in sales and I never thought that I'd read this book. I simply had no interest to really hear out and learn from the old school "sales gurus." When I first started my sales gig, I bought the CD set of Brian Tracy's Psychology of Selling from B&N; I thought that surely would be enough 20th century selling skill to get me going. Well, there's no doubt that knowledge is a continuing process, and not a product, and Zig really expands on that selling knowledge.

Despite this book being nearly 40 years old, the wisdom is so passionately and humorously conveyed that its hard not to learn something even if what you do has nothing to do with "selling." Although he makes up a "close," and a cheesy name for that close, out of nearly any act of persuasion or agreement ("Is that fair enough close"), he is specific, detailed and very creative in his lessons and examples. He tells hilarious stories and keeps you drawn in, even if there are occasional points of redundancy.

"You can have everything you want in life, if you just help enough people get what they want."

He's a savant at questioning and really breaks down the power and versatility of questions. A point, an argument, and a sale can each be made through a series of questions rather than an aggressive pitch, and he's got stories on stories to back that up, exemplifying the specific, and rather simple, questioning that got him the sale.

He also presses on characteristics that make a great salesman (and a decent human being): credibility, sincerity, and a positive/resilient attitude can separate the wheat from the chaff.

This is all just the tip of the iceberg of what he goes over, and what immediately sticks out as my favorite parts of the book. I have Tim Ferriss and Seth Godin to thank for the recommendation. Would definitely recommend anyone to read/listen to this book whether they're in sales or not.
Profile Image for Brad Poel.
50 reviews5 followers
March 1, 2013
What hasn't Zig sold in his life?? By the end of this book, I wanted to buy some Tupperware from a slick, southern salesman in a nice suit!

Zig is a master storyteller and wordsmith. He had me chuckling out loud (not quite LOL) with his endless stories, smooth selling techniques and southern charm.

I may start using language like "Mr. or Mrs. Prospect" thanks to him.

The audio book was definitely more enjoyable with Zig himself doing the reading.

RIP, Zig. I learned a lot from the Salesman of salesman.
Profile Image for Omar Halabieh.
217 reviews51 followers
December 21, 2013
Below are key excerpts from the book that I found particularly insightful:

1- "If, in your heart, you really feel the sales process is something you do t0 the prospect, then you are a manipulator. The dictionary defines manipulate: "To control the action of, by management; also, to manage artfully or fraudulently. Manipulation: Skillful or dexterous management, sometimes for purpose of fraud, state of being manipulated." I'll be the first to admit that manipulators make sales, but in my thirty-six years in the profession I have never known even one manipulator who was successful in the profession. If, in your heart, you feel the sales process is something you do for the prospect, then this book could represent a significant addition to your sales library. Your benefits will be considerable because you are truly interested in benefiting others."

2- "You've got to establish that trust and respect with your prospects if you expect to be a sales professional. This should be obvious. but for fear it's not, I'll spell it out. Again, you cannot be one kind of person and another kind of salesperson. You must be consistent in all areas of life if you are going to achieve maximum results in building your sales career. That's one of the major reasons we deal with the entire person rather than just the salesperson throughout this book. This is one of the "not-so-little" things that make the buying difference in the prospect's mind."

3- "People forget price but they'll never forget poor quality or a poor choice. They generally give the salesperson a generous portion of the blame. Some of that goes with the territory, but too much blame means you won't have the territory for long."

4- "High performers in the world of selling establish trust with customers by one-on-one, eye-to-eye communication skills. They maintain n trust by personally assuming responsibility for completing the sale, which means servicing the account on an ongoing basis and utilizing their company support people in the most effective manner. High performers demonstrated great integrity with their follow-through and belief that the sale is not complete until the product is installed and functioning satisfactorily."

5- "The critical step: in the world of selling is this step of honesty which is your total conviction, your complete belief that the product or service you sell is the best buy for the prospect."

6- "Sympathy means you feel like another person feels. Empathy means you understand how the other person feels, though you do not feel the same way...To be truly professional you must be able to comfortably move from the seller's side of the table to the buyer's side. If you know how your prospect thinks and feels, you're definitely going to sell more of what you're selling because you will communicate more effectively."

7- "One myth—that a salesperson should not get involved with customer concerns other than the purpose of the sales call—was exploded, as was the concept that price isn't important and that you should "promise them anything" to close a sale. Customers want and expect heir salespeople to be able to act as trustworthy resources who respond directly and provide them expertise, backed by effective recommendations. One significant characteristic of the high producer is his willingness to explain product drawbacks."

8- " H in the heart of your sales career is honesty, E is ego and empathy, A is your attitude toward you your prospects and profession, R is for physical, mental, and spiritual reserve, T is for tough—and the toughest thing is love"

9- "When the inner man speaks, the I not speak from the heart unless he truly believes in his product and/or service. This means that he must have paid the price by obtaining profound knowledge of his product or service. One must also believe this product/service is unquestionably what the customer/patient needs."

10- "Almost without exception, every product or service can be sold by painting word pictures, especially if the pictures are in the present tense. As I've previously stated, we think in pictures and we buy pictures if we are painted into the picture as satisfied customers."

11- "It's better to have the no today than tomorrow for the simple reason it clears your mind. You can now pursue new prospects and not count on that one for a future sale. Once you do, you fall into the trap of not prospecting for new prospects and the sale you miss today will cost you sales tomorrow."

12- "There is one specific point, however, when I throw in the towel and withdraw my efforts to close. That point is when the prospect makes it clear—after seeing the benefits—that he has no interest and cannot or will not buy. Until that point, however, I am going to make an honest effort to close the sale."

13- "I deal with and use questions in every segment of Secrets of Closing the Sale. There is no doubt in my mind that your career as a salesperson will move forward faster as a direct result of learning how to ask questions and how to use the proper voice inflection than from any other skills you might develop."

14- "To build a sales career, you need to acquire the knowledge made available through sales trainers, books, recordings, and seminars. With that knowledge you should weave in a poetic philosophy of life which says that "you can get everything in life you want if you will just help enough other people get what they want." To the knowledge and poetic philosophy, add the common sense of the old farmer which says, "Friend, I don't care what you do, know you've got to work and work hard at seeing new prospects and servicing old customers." You have a moral obligation to work so hard at building your sales career and becoming truly professional that as my friend John Nevin from Australia says, "If anyone ever sees you coming and says, 'Here comes a salesman,' you won't let him down.'"
Profile Image for Kari Metzger.
89 reviews10 followers
January 2, 2015
Yikes - I almost feel sacrilegious in rating this lower than a 4 star, but bear with me on this.

First - the good. Zig was one of the fathers of sales. When in that context, you can't help but give this guy amazing props for his groundbreaking (at the time) ability to get to the nut of the sales process. This is at a time when sales was learning to be about the customer and much about getting the sale. From an educational standpoint, if you are in sales, this is a must-read. He really got things from a psychology perspective and understood how to move them to a position of making a decision. You can't miss on that front. He even often mentioned how important it was to meet the customers' needs and drive the sale to that conclusion, although it was inevitably going to be closing the sale, because obviously they need your product. And let's just say - the guy was a word-magician - he could take any objection and show you with math or other way why buying the product is the right choice for you. To see him in action in person would have been something to watch for sure - like a TV show!

So now, the 'but'. All those things were wonderful, but I couldn't help but feel queasy in my stomach while reading it. In the end of the day, because of the perspective, I couldn't get past feeling like it was manipulation. Today's sales often are about finding true "fits" for the products that you sell. Finding the people you can help, and selling to them in a way that it's a win-win. While there are a lot of 'tricks' you can pick up in this book, I just can't help but feel that the world is changing, and tricks just aren't going to cut it. Reading a book like the "Apple Experience" (https://www.goodreads.com/book/show/1...) really gives the alternative point of view on how a company can approach sales, and I guess for me, this is the method I prefer to use with my team.

So - amazing book for Zig's time - truly a groundbreaking leader in sales, and was instrumental in getting to where we are in sales today. A must-read for those who like to see 'the big picture' of how sales got to where it is today. But I think there are better books out there for salespeople today that get closer to the nut of working with your customers for a win-win. (See my profile if you want to find my recommendations!)
Profile Image for Mario Tomic.
159 reviews301 followers
April 13, 2015
Super entertaining and fun book to read plus Zig is a genius at sales. The biggest idea I took from this book is having the belief and being proud of your product, there's also tons of other cool stuff but when Zig Ziglar talked about belief it felt really powerful. Really cool book if you're into sales or marketing, definitely check it out!
Profile Image for Rachel.
548 reviews
August 28, 2014
This has a lot of great ideas and good info. I would like to make closing not feel like "selling" at all. I want to help people. Zig has a good starting point for that by encouraging honest and trust and faith in what you are doing. So a good read, but it did get kind of tedious by the end.
Profile Image for Chris Marr.
53 reviews5 followers
August 12, 2020
One of my favourites to go back to. You simply won’t get everything you want from this in one passing. You’ll want to go back to it many many times. I find myself completely engrossed in the stories he tells, which are funny, fast-paced and absolutely crammed with sales wisdom. But it’s not just about sales. It’s about personal and professional development, too. It’s a classic, don’t miss it. I feel good every time I revisit it.
Profile Image for Anna  Domestico.
200 reviews1 follower
December 10, 2018
In one word: outdated.

This book received two stars because there were some (minor) tidbits that can be applied. However, Ziglar's attitude really rubbed me the wrong way. Some will argue he was "just the product of his time." And while this might be true... I'm not really interested in becoming much like him.
Profile Image for Lauren.
115 reviews27 followers
January 21, 2014
You cannot help but love Zig as he tells you the anecdotes behind each close. Pretty inspiring and helpful when you're brand new to the world of selling (or when you're "officially" a salesman). Highly recommended.
Profile Image for Anna Marie.
27 reviews2 followers
June 9, 2014
Great content but terrible layout. The author was all over the place and at times incredibly redundant. This book should be half the size. People in my field swear by it and I was super disappointed.
Profile Image for Jeroen Corthout.
48 reviews8 followers
July 26, 2020
The first time I started reading this book I stopped quite quickly. I felt it was dated and didn't contain too much that was useful to me. And I was probably also a little put off by the salesy techniques.

I'm now glad I gave it a second shot and I must say I enjoyed it.

Zig structures his book up around a series of different sales topics, but what it's mostly about is conversational techniques, which he calls "closes".

I personally wouldn't take these too literally, as many of them seem too artificial and salesy for modern times, but rather consider them an inspiration on how to improve your sales conversations.

Overall a good long read for anyone who wants to get better at selling.
Profile Image for Josiah Richardson.
880 reviews15 followers
August 23, 2019
Generally a book full of good tips for selling, convincing, and coming to an agreement. Human nature continues to stay the same and so the tactics utilized are pretty much timeless.
Profile Image for Heidi.
38 reviews1 follower
August 23, 2021
Để thực sự trở thành những chuyên gia bán hàng, bạn phải có khả năng tách mình ra khỏi vị trí người bán để đặt mình vào vị trí của người mua. Nếu bạn hiểu đc khách hàng cảm nhận và nghĩ như thế nào, chắc chắn bạn sẽ bán được nhiều hàng và đáp ứng đúng nhu cầu của họ hơn.

Câu chuyện bán bảo hiểm cho binh lính: nếu các anh mua và tử trận, bảo hiểm-nhà nước phải đền bù 10k usd. Vậy thử nghĩ xem nếu ra trận với nhiệm vụ nguy hiểm, giữa những người phải đền 10k và người không phải đền đồng nào, chính phủ sẽ cử ai vào nhiệm vụ?

Thuyết phục khách hàng thử sp của mình khi họ đang trung thành với đối thủ: hãy đặt cạnh nhau, và khi họ tới, nhìn thấy ông đang sd song song, họ sẽ phải ý thức nâng cao chất lượng dịch vụ của mình. Và thế là ông nhận được giá trị cạnh tranh tốt nhất, đồng thời có thời gian thử nghiệm và so sánh.

Khi khách hàng nói không, họ chỉ từ chối sp chứ không phải từ chối bạn. Hãy đối xử thật tử tế với khách hàng, tạo cho họ cơ hội để cảm nhận giá trị của sự hoài nghi để từ đó (biết đâu) thay đổi qđ sai lầm của mình.
Không ai sinh ra đã có sẵn khiếu bán hàng. Do vậy, hãy biết rằng, người chiến thắng trong mỗi cuộc giao dịch luôn là người được đào tạo tốt nhất.

Khi ai đó đưa ra một phản đối mang tính chất lí trí, hãy giải quyết vấn đề bằng tình cảm. Còn phản đối mang tính tình cảm thì hãy dùng lí trí để giải quyết nó.

“Tôi chỉ xem thôi”-> cười, lùi lại một bước, tỏ ra không có ý thức ép j họ cả, “vâng, chúng tôi rất vui khi được phục vụ ông, ông cứ xem tự nhiên ạ.” Và như kiểu sực nhớ ra “à, và nếu chúng tôi không có đúng những j ông muốn, tôi có thể chỉ cho ô chỗ để mua nó. Như thế có đc ko thưa ông?”

Niềm tin tích cực: luôn tin rằng mình bán được hàng ngay cả trước khi mình gặp khách hàng đó. Hiện thực hoá cảm xúc ngay trong tâm trí. Hình dung thương vụ thật chi tiết, giải quyết trước mọi trở ngại có thể gặp phải, giải đáp mọi câu hỏi bằng câu trả lời tốt nhất. Luôn quan sát mọi lúc mọi nơi. Đánh giá khách hàng, tìm ra điểm yếu của họ, tin rằng họ chắc chắc sẽ mua hàng trước khi bạn đến gặp họ. Bán hàng là quá trình cần giả định và tưởng tượng rất nhiều.

Bán hàng giống như cua gái 😝. Bạn đã bao giờ xin phép nắm tay bạn gái / hôn và bị từ chối thẳng thừng, nhưng sau đó ko lâu 2 người lại tay trong tay đi dạo phố không ? Đôi khi xin phép lại mất đi sự lãng mạn đấy ! Cốt lõi nằm ở sự tinh tế và tự nhiên.
Profile Image for Kimball.
1,169 reviews20 followers
January 1, 2018
It's hard to distinguish if he is a snake oil salesman. The audio version is fun because he can talk so fast when he gets on a roll. I'm just gunna jot down my notes:

Questions lead people to a decision. A lot of people don't know what they want because they don't know what's available.

5 reasons your prospect won't buy from you: People don't buy what they really need, money, hurry, desire, trust.

If you repeat to the prospector why the price is rediculous they will tell why they think it is instead of you having to explain yourself.

The fear of loss is greater than the desire for gain.

"It's better to invest a little more than you planned then a little less than you should. If you invest a little less than you should in the product doesn't do what you wanted it to do then you've lost everything.

You can be beat on price but not on cost. Price is a one-time thing and cost as a lifetime thing. Kinda like the "you get what you pay for" phrase.

It's easier to explain price one time then apologize for quality later.
Selling is a transference of feelings.

I think he confuses empathy with sympathy and the two definitions. Or maybe society has changed the definitions to fit their agendas and motives because of this whole trendy empathy kick we got going on.

Salesmen have the most secure job.

I like that technique of not undermining the other person's judgement. For example when he was going to buy a car the dealer told him he made a good decision with his current car and asked if he got a good deal out of it. Zig said it's the same with raising kids. If you have a kid that is going out with a boy or girl that you don't approve of you don't want to undermine your kids judgement by saying he has a crappy boyfriend/girlfriend. Abraham Lincoln would likewise present the defendants case before presenting his own.

If someone will compromise once they will do it again and it's easier the second time.

Ask the prospector what they think a fair price is.
Profile Image for Samu Cortés.
12 reviews2 followers
July 18, 2019
I listened to the audio version of this book and I enjoyed it a lot. Zig was an amazing story teller and he provides tons of insights and tips for closing sales within real-life situations. This book is a must-read for salesperson and even if you are not into the sales business, a situation will come where you will be selling an idea, a project or yourself to someone.

One thing that makes a great difference between one salesperson and another is the ability to uncover the real reason or need of the prospect—sometimes even the prospect doesn’t know it!
Also, a lot of salesperson make their prospect feel bad on their last purchase—because they chose the competition or a product the salesperson personally dislikes—and this is terrible because you will make him/her feel like he/she was taken advantage of and will have an extra critic approach to you.

"The critical step: in the world of selling is this step of honesty which is your total conviction, your complete belief that the product or service you sell is the best buy for the prospect"
Profile Image for Ciro.
110 reviews25 followers
August 10, 2019
I give the 5 stars not because of the many different closing techniques presented, but rather his philosophy on selling from a moral and ethical viewpoint. Also terrific is his philosophy on professional development and how you have to be a lifelong learner to expect any results that are above average.
Profile Image for Bett Correa-Bollhoefer.
Author 7 books18 followers
January 18, 2014
At first I was off put by this book because it was written so long ago for a business book and because Zig can be over the top, but I forced myself to continue. I am so glad I did! I quickly realized that even though my job is not technically "sales," I sell (or fail to sell) everyday. We all do. Realizing this and then learning from the top sales man in the world will help us all go along way. We must decide to serve our customers. We must listen to them to understand what they need. We must do whatever we can to fill their need. We must believe in what we are selling. As Zig says, selling is transfer of feelings. If you don't believe in what your selling you won't sell it.

I listened to the Audio version which is performed live in front of an audience. Zig is truly one of the most inspiring speakers I've heard. I highly recommend everyone listen to the audible version. He is the master. Learn and make the world a better place!
Profile Image for Mimi Somsanith.
32 reviews3 followers
February 13, 2008
Sales is such an uncomfortable field for me despite my confidence in the areas of communications and networking. Like negotiating, we are repeatedly told and described to be selling (ourselves or something) all the time. I don't see it in such a strict sense, but I grasp its underlyings. This book eased some tensions I had about sales and sales people. And, there are some helpful tips that many readers, like myself, may never forget. For example, it explains that you can change the decision-making process to derive at a different, more desired response rather than keep forcing the same question/focus.
Profile Image for Yazan hourani.
3 reviews
December 21, 2020
One of the most and amazing book i’ve ever red, valuable book with nice storytelling style which make you would love to finish the story and got the point

Although Ziggler is a great teacher, experienced professional sales man, but he started his book with story of his wife and how she convinced him to buy an out of budget house, finished with story of how his young son convinced him to buy him a ball although they had 12 balls at home!

It’s a real life examples book, started by himself examples and mirror all of his experience to others

It’s not only for sales people, it’s for anyone need development in convincing skills
23 reviews1 follower
August 9, 2019
It provides a lot of techniques about various aspects such as closing the sale, how to maintain the relationship. Although some techniques are obsolete, the essences are great.
February 21, 2021
A great book for somebody who is just starting sales to learn some basic closing and resclosing techniques and also for an experienced sales person to learn something new. At some point it got a little overwhelming for me, because of the amount of strategies and ideas.
I really enjoyed the stories. Zig is a really great story teller.
Would recommend to read, but definitely make sure that you are taking notes all the time.
Profile Image for Rodrigo Suguimoto.
73 reviews4 followers
September 24, 2018
There's a lot to learn about closing techniques in this book. But what I most liked was Zig Ziglar's stories and his respect for the profession of the salesman.

He's so funny that I laughed out loud so many times listening to this book. Be prepared to be amazed by his sense of humor.

I'd love to have him selling something to me.
Profile Image for Marina Chacon.
5 reviews16 followers
December 3, 2018
Fantastic sales presentation, Mr Ziglar made it easy, funny and right on the dot. Be persistent, constant but listen to their body language and words. Offer a solution to their problems, be sincere. Be present and act upon it. Love the idea of been aware of the magnificent connection between emotions and logic which creates a magnificent combination for successfully closing a sale.
19 reviews3 followers
August 15, 2008
Started off really powerfully - the second half is not so applicable to me. Listened to one of his presentations too - a lot is duplicated in the book. Maybe the cynics are right once you've read one you've read 'em all - then again - maybe I just need a new author and less of a full moon!!
9 reviews1 follower
April 28, 2013
This is the first book I have read by Zig Ziglar. I enjoyed the book very much. The book had a lot of information and read very quickly. At times I felt like there was too much information and at over 600 pages this book does take up some time to get through.
Profile Image for Josh Shelton.
295 reviews3 followers
January 21, 2014
This book had some good points in it. However, I don't think that the overall difference between small and large sales was taken into account. More recent studies would debunk some of his points, however, he was a great salesman and there is a lot to learn from him.
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