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On Selling: One of the Greats

Ryan Bryant on August 14, 2017

On Selling: One of the Greats

Make no mistake: sales can be difficult. Some seem naturally inclined to be skilled salespeople—they can talk to others easily, be persuasive and likable, while still getting the end result they’re looking for: a closed deal. But many of these individuals who make it look easy have worked for years to hone their skills to not only get better at sales, but also get better at communicating with others. The key to becoming great at sales isn’t to possess an innate ability—you’ve got to work hard to find a formula or plan that works for you. 

One of the masters of sales, Zig Ziglar, writes in his book Ziglar on Selling: "You can finish school, but you can never finish your education." Like any endeavor, to become a strong salesperson requires a fair amount of work, dedication, and failure before you're able to achieve your goals. Luckily, Ziglar gives us some great tools in Ziglar on Selling to help us have better sales meetings and ultimately overcome objections.

Before entering a sales meeting, Ziglar advocates that you prepare with the POGO Method: 
  • Start by learning about the Person
  • Then learn about the Organization
  • Learn about the organization's Goals
  • Learn about the Obstacles keeping them from achieving their goals
By using this method, you have a personal buy-in from the client. They feel you have a good handle on the organization (because you do thanks to your research!), and you are primed to offer a solution to their obstacles with your products.

"But what about objections?" you might object. Objections and rejections are an inherent part of the sales process, but they don't have to be the end of your opportunity. Ziglar's method for overcoming objections is called the QUIET method:
  • Q - Begin with a question
  • U - Ask questions to understand the objection
  • IIdentify the actual objection (as sometimes clients are not upfront about the true objection)
  • E - To identify the proper objection (and not be fooled by a false one) you must empathize with your potential client
  • T - If you empathize rather than sympathize, you are ready to test the objection. When you prove it real, you can offer a solution to hopefully eliminate the concern and improve your chances of making the sale.

These are just starting points, but they provide a helpful guide when it comes to navigating sometimes difficult sales meetings. Ziglar's acronyms are easy to remember and can revolutionize the way you approach your sales meetings and client consultations. 

For more great information on how to become better at sales, check out Ziglar on Selling by Zig Ziglar today and keep coming back to Levant's blog for more each week!
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