The Summary Close
Success Hint: Don’t Quote Price Until You’ve Established Value176
Chapter 11: Managing Customer Resistance and Objections
Points to Ponder About Objections
When to Answer Objections
Managing Objections Using L.C.E.T.A.A
Listen … and Listen
Clarify by Asking Questions
Empathize
Test the Objection
Answer the Objection
Ask for Agreement
Providing Evidence
Practice Providing Evidence
Examples of L.C.E.T.A.A. in Action
Success Hint: Your Competition is Getting Keener all the Time… Are You?
Chapter 12: The Beginning . . . of Your Career
Sales Slumps
Hope for Success Versus Expect Success
Two Success Elements
Fear Versus Faith — Choose Faith
Sales Script to Illustrate the Steps within the Sales P.R.O.C.E.S.S
Every sales professional risks hearing “no” at each point of contact with prospects. These men and women are truly champions in their organizations. They are in the marketplace competing every day. Each understands the pressure, the stress, the stigma, the loneliness, and the risks of the sales profession. Each also understands the rewards, the exhilaration, and the thrill of sales success! Thanks to all the sales professionals who positively impacted my career and my life.
The book you are holding passed through numerous hands before it was ready for yours.
Thanks to Zig Ziglar for believing in me enough to trust me with his clients, his philosophy, and his reputation. Thanks to Jean Abernathy Ziglar who puts up with my sense of humor.
Thanks to our Ziglar team who encouraged me along the way. Bert Newman for your patience with my “technology” challenges.
Jill Tibbels for encouraging me to trust my instincts about my sales philosophy.
Kayla Mitchell for your patience with my “attention to detail” challenges.
Katherine Lemons for holding me accountable to deadlines. (I hate deadlines!)
Margaret Garrett, Michael McGowan, and Joe Eaves for reinforcing the selling principles we teach.
Cindy Oates for her smiles and encouraging pep talks.
Julie Ziglar Norman for her insights, direction, and professional advice.
Tom Ziglar for the leadership vision that continues to move me forward.
Laurie Magers for 26 years of guidance and friendship.
Anyone who has known me for any amount of time knows that I believe it is absolutely essential to not only tell people what they need and want to know, but to also give them the tools and instruction they need to accomplish their objectives. If you’re just getting started in the career that paved the way to my success, my friend and associate of 26 years, Bryan Flanagan, has written exactly what you need to read in his powerful, succinct, no-fluff, all-good-stuff, book So, You’re New to Sales.
Bryan Flanagan is one of the most inspiring, encouraging good-finders I have ever known. Bryan’s great sense of humor, his strong faith, his commitment to his family and to being the best he can be in his chosen profession, have earned him my respect, admiration and love. I am grateful that he is a loyal member of the Ziglar team and that his powerful skill set has been so instrumental in helping our sales training be recognized as the best in the world. His vision is clear and precise and in true leadership style, he is a role model by example. He is not only an outstanding speaker, his success in sales and his success in teaching others how to sell have kept him in great demand throughout his career.
Bryan’s book gives you word for word examples of how to sell from hello to goodbye. Learning his powerful process for selling will save you countless hours of making unfruitful sales calls and increase your bottom line in a much shorter period of time. The advantages of starting your sales career with the most succinct, concise sales book I’ve ever read are countless! Start reading So, You’re New to Sales right now and have your pen and notebook handy. Bryan is about to teach you how to become a professional salesperson by teaching you how to communicate the benefits, values and advantages of the product or service you are selling. I often say nothing happens until somebody sells somebody something - so, get to it! Go sell somebody something!
Welcome to the world of professional selling. You are in for the ride of your life. Why? Because of all the “helping professions” in this world, professional selling ranks with the best of them.
Selling is an honorable profession. Sales professionals are held to a higher standard than other professionals. Why? Because salespeople are trained in the skills of persuading and influencing. Therefore, we must hold ourselves to the highest ethical standards. Much like any other profession, success in sales requires dedication, commitment, and a strong desire to excel. At Ziglar, Inc., we emphasize three components to overall success: the will, the skill, and the refill. The purpose of this book is:
