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ZigZiglar
sales and training solution
There’s Magic in Enthusiasm
Nothing great ever outward expression of inner feelings. When Third, take ACTION. Remember, logic
happens without this happens, you become a very effective will not change an emotion, but action
enthusiasm. sales professional. Here is a magic formula will. Successful people make a habit
for leading a more enthusiastic life. When of taking action on those things that
Enthusiasm is the you implement these action steps, you will unsuccessful people fail to do.
difference between competing and winning. feel the magic.
So, there you have the magic of enthusiasm:
When a word is overused, it can lose its First, ACTIVATE your motivators. Why Activate your motivators; Analyze what
power and its meaning. Enthusiasm can are you in the world of sales? Why are you need to improve upon; and take Action.
be just that type of word. However, when you making contacts, phone calls, and all
we study enthusiasm, we can capture its those prospecting activities? Remember Yes, you are absolutely correct. This
true meaning and, therefore, re-capture its what motivates you and activate those is certainly not magic. It gets back to
power. Enthusiasm has nothing to do with motivators. following the steps necessary for success. I
jumping and shouting. That’s hysteria, enthusiastically encourage you to “go get
and it’s giving enthusiasm a bad name. The Second, ANALYZE what you need to ‘em today.”
origin of enthusiasm comes from the Greek do, or what you need to learn, in order to
root words en theos. This means “the god become more successful. Realize that you
within.” This powerful word is really an never graduate from selling. You need to
internal feeling. There is the power of the invest and improve in those areas that will Zig Ziglar is the chairman of the board of
last four letters of enthusiasm: I Am Sold assist you in performing your sales activities Ziglar Training Systems in Dallas, TX. This
article was reprinted with permission. All
Myself. With “God within you” and being more effectively. Once you develop those rights reserved. He can be contacted at
sold on yourself, you are well on your way skills, you will act more confident and more 866.873.0026, or by e-mail at
to being enthusiastic. This leads you to an enthusiastic. zziglar@autosuccessonline.com.
8 www.autosuccessonline.com
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TomHopkins
sales and training solution
Closing is
Sweet Success
In the selling profession, record-breaking success it soon became.
closing is the winning
score, the bottom line, Ask your closing question - then keep quiet. It
the name of the game, sounds simple, doesn’t it? Believe me, it isn’t.
the cutting edge, the I had a real challenge in this area, and I didn’t
point of it all. We all have a clue as to what I was doing wrong until
know lots of techniques for prospecting, I heard J. Douglas Edwards say those words.
meeting new people, building referrals, The first time I tried to ask a closing question
qualifying, presenting or demonstrating and then keep quiet, I was prepared for the
our products and services, and overcoming prospect’s reaction. I expected them to keep
objections. silent. What I hadn’t prepared for was the
But, if you can’t close, you’re like a football intensity of my own reaction; the silence felt
team that can’t sustain a drive long enough to like wet sand being piled on my chest. My
score. It does you no good to play the whole insides were churning, I had to bite the inside
game in your own territory and never get of my lip and I was acutely aware of every
across the other team’s goal line. nerve ending in my body. It was a gargantuan
struggle not to fidget. Finally, the prospects
If you don’t love the closing process enough did decide that they would invest, and I never
to master it now, start falling in love because again dreaded that awful silence after asking
this is where the money is. a closing question.
True professionals are closing most of the Why is it so important to keep quiet? Say
time. They close for names and contact the prospect hesitates for a few moments,
information. They close for appointments. wondering when they should take delivery.
They close for opportunities to present their You become uncomfortable and assume that
product or service. They are constantly trying they are questioning the investment, so you
test closes, and they can kick into their final blurt out that you’ll give them another 20
closing sequence anytime they smell success. percent off the total investment, when that
wasn’t even the issue. You can’t know what "Processing vehicles to the Internet
Many average sales people get so wrapped up they’re thinking when they’re quiet, so don’t has never been easier. We take
in their selling sequence that if the prospect try to guess. Just sit and wait. multiple photos of each vehicle and
decides to invest before they’re through,
save time with the VinStickers system.
they won’t let them have the product. They The average sales person can’t wait more than
The photo uploading is seamless,
just keep going in their set pattern of telling, 10 seconds after asking a closing question.
simple and cost effective. Our sales
telling, telling instead of selling. Some clients If “Mrs. Jones” hasn’t answered by then,
data is accurate and powerful. We
get sold quickly. If you keep talking instead of they’ll say something like, “Well, we can talk
getting the final agreement, you might unsell about that later,” and go on talking, unaware don't wait for someone once a week
them just as fast. More talk triggers more that they have just destroyed the closing and the savings are enormous. We
objections. Pay close attention. When the momentum. And it’s probably not just the give it our highest marks."
prospect is ready, stop talking and start filling one close that is destroyed. “Mrs. Jones” can
out those forms. certainly keep quiet for a few moments—
almost all undecided buyers can. If you’re
Next, I’m going to give you the eight most true champion material, you can sit there
important words in the art of closing. These quietly all afternoon, if you have to. It takes
are the most powerful words spoken on the concentration, but the actual silence after
complex, demanding and well-paid art of asking for the sale rarely lasts longer than 30
closing. If you’re just skimming this article to 40 seconds.
and haven’t marked anything yet, get your Dustin Zeck - GM - Danny Zeck Ford
highlighter now. Here they are: Having the skill, courage, and concentration
Lincoln Mercury, Leavenworth, KS
to sit still and be silent for at least half a
When you ask a closing question, shut up. minute is the single most vital skill there is
The important words are shut up. That is why in selling. Practice this until you get a feel for
the late J. Douglas Edwards used to shout this how long 30 seconds is, and then it won’t be
at his audiences. I was sitting in the front row so nerve-wracking when big money is riding
the first time I heard these words. I was already on how calm and quiet you can remain in a
jumpy from the excitement of the seminar, and real closing situation.
when Doug shouted “SHUT UP,” I dove for World-renowned master sales trainer Tom
cover. That memory is carved into my mind, Hopkins is the chairman of Tom Hopkins VinStickers.com
along with those words. They explain the International. He can be contacted at 866.662.1984
single-most important element in turning my 866.347.6148, or by e-mail at
disastrous sales experience at that time into the thopkins@autosuccessonline.com. sales@vinstickers.com
july 2006
9
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BrianTracy
leadership solution
Why Your Customer Buys
Why does your buying your products or service? Amongst has very much to do with how the purchase
customer buy? This the various benefits available to him or her, is viewed by others, and is important.
is the most important what are the tangible benefits and what are Describing the components and features of a
question in selling. the intangible benefits? A tangible benefit is product or service is how you point out to the
What benefits does something the customer can touch and feel. customer the tangible benefits of purchasing
he seek? What is he It is something the customer can hold up and and using it.
attempting to avoid, achieve or preserve by show to someone else. A tangible benefit
However, as we have seen, the intangible
benefits are largely emotional. They are
concerned with pride, status, security,
admiration and respect of others, and other
factors that make the person feel happy
that he or she has purchased what you are
selling.
A person who buys a Rolex watch will
explain it to others in terms of its gold case,
its jeweled Swiss movement, the fact that it
is waterproof to 330 feet and the tremendous
accuracy for which it is famous. But none of
these are reasons for buying a Rolex.
The real reasons, the intangible benefits, are
the feeling of success, prestige and status
that a person gets when he or she wears a
Rolex in the presence of people who are
wearing less expensive timepieces. It is the
unspoken statement that “I have arrived”
that the customer is making that causes him
to buy the watch in the first place.
What are the tangible benefits of buying and
using your product or service, and what are
the intangible benefits? What are the tangible
and intangible benefits of dealing with you as
a sales person? What are the obvious payoffs
of dealing with you, and what are the not-so-
obvious payoffs?
Now, here are two things you can do
immediately to put these ideas into action:
First, identify the specific tangible benefits
your customer will enjoy from ownership
and use of your produce or service. How
could you prove these to your prospect?
Second, identify the intangible, emotional
reasons why your customer buys from you.
How could you demonstrate and emphasize
these benefits in your sales conversation?
Brian Tracy is the chairman and CEO
of Brian Tracy International. He ca n be
contacted at 866.300.9881, or by e-mail at
btracy@autosuccessonline.com.
10 www.autosuccessonline.com
