Zig Ziglar: Selling 101 Book Summary





  • He had convinced the students he was right, but he had not persuaded them.
  • The question in the world of sales is: How do you persuade? Answer. You don’t persuade by telling, you persuade by asking. A large portion of selling 101 is devoted to asking questions, with emphasis on listening for the answers.
  • You will make an amazing discovery, namely, that when people asked Christ a question. He either responded with a question or a parable – both of which are tools for persuasion.
  • The importance of integrity in building a sales career. With integrity you have nothing to fear because you have nothing to hide.
  • Selling with integrity is the only way you can build a long-term career with the same company selling the same product to the same people – which brings sales stability and financial security.
  • Values determine behavior; behavior determines reputation; reputation determines advantages. (Laurel Cutter)
  • Attitude is always a player on your team.
  • Lack of commitment is a primary reason that the sales profession gas earned the reputation for having a high turnover rate.
  • Opportunity is born of independence handled in a responsible manner.
  • All successful sales professionals utilize listening skills to their fullest.
  • Interestingly enough, the more salespeople know about their prospects needs, the better position they are in to meet those needs. Not only that, but the trust factor goes up when the prospects see salespeople intensely listening to their needs and desires.
  • When we are not talking or preparing to talk, we can listen.
  • Talking is sharing, but listening is caring.
  • Most people like to listen at the same speed they speak, so whenever possible adjust your speech patterns to conform to those of the prospect.
  • You spend time with suspects you invest time with prospects.
  • You will not get rid of the butterflies, but you can get them flying in formation.
  • Procrastination is the number one indication that a problem is developing.
  • When you realize that the prospect is human, you are less likely to be intimidated.
  • The second way to alleviate anxiety is to understand that selling is transference of feeling.
  • Determine why you are making the call.
  • The evidence is overwhelming that to be mentally sharp you need to be physically sharp.
  • The will to win is nothing without the will to prepare to win.
  • What are your plans for the day, week, month, year, career?
  • Regular does of motivation will increase your success.
  • There is a biochemical basis for why people feel good after these talks. Something about hearing about success gives us an emotional charge that releases those chemicals into the bloodstream and that makes the body function better. And while these effects last for no more than a few hours, regular does of motivation will lead to better health, happiness, and achievement.
  • One of the most important ways to overcome call reluctance is this: Get on a regular schedule and make an appointment with yourself to contact a prospect at the same time every day.
  • Logic will not change an emotion, but action will.
  • Your duty (and opportunity) as a sales professional is to get those needs out into the open.
  • If we can give someone a reason for buying and an excuse for buying, the chances are rather dramatically improved that he will buy.
  • People buy what they want when they want it more than they want the money it costs.
  • How do you uncover wants and needs? I’m glad you asked. Probing.
  • None of us buy products. We all buy products of the product – which are called benefits or need solutions. In short, we don’t buy what the product is; we buy what the product does for us.
  • Lead with need. We need lead with product; we lead with need.
  • Emotion makes the prospects take action now, and logic enables them to justify the purchase later.
  • Fear of loss is greater than the desire for gain.
  • Some the fear of loss is often greater than the desire for gain.
  • The fourth step in our successful sales formula is need satisfaction.
  • Don’t reinvent the wheel. Go to school on other people’s experience.
  • Objections are part of every sales professional’s life. Our attitude toward them makes a tremendous amount of difference in how effective we are going to be in handling objections.



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