Zig Ziglar is a legendary motivational speaker, author and expert. This episode is on Zig’s work on Relationships and Sales.


Relationships one person mood affects the next and the next

Comfortable with yourself so you can be comfortable with others.

Difficult people are good to work with but good to work with

Be careful how we judge other people

Comfortable with yourself fear n prejudice goes out window

Behavior recognized and rewarded will be repeated

Words really important for kids:

Say I love you and I made a mistake to children

I appreciate what you said or did what is your opinion? Thank you.

Impact of Tone of voice

Everything in life you want you if you can another get what they want

Employees want to feel appreciated

Important to be aware of how other people see us

Focus on service and giving them extra

Eliminate gossip

Wake up early

Power of positive thinking

Everyone has value. Recognize it

Love is a tremendous persuader

Legacy means the most

Happy marriage key to success


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

You must believe in what you are doing, that you are interested in serving your client and that you do feel you are offering the best product or service at the best price which will do the most for your client and their need

Be optimistic about your prospects ability to pay for the item you are selling

You have to close the gap in the prospect’s mind between the cost of your product and perceived value.

The prospect is persuaded more by the depth of your conviction than he is by the height of your logic.

Selling is essentially a transference of feeling,

A calm, confident, positive, reassuring salesperson working from a base of honesty and integrity

Take the reason why he could not buy and use it as the reason why he must buy.


Move to the prospect’s side of the table, identify the problem, get involved in the solution, and your closing percentage will increase.

Positive mental preparation in advance will help absorb the impact of dealing with negative experiences.

You build your mental reserve by reading the good books, by listening to motivational and sales training recordings and attending professional training sessions.

Build your reserves, get your thinking right, get your spiritual values in order, get your body in good physical condition, and you will have the key steps toward building an exciting and successful career.

Logic makes people think, but it is emotion that makes then act.

Use emotion and logic in a presentation, chances are excellent you will end up with a sale and a happy customer for the future

Drop a note to all prospects and clients at least once a month

Words that sell: your clients name, understand, proven, health, easy, guarantee, money, safety, save, new, love, discovery, right, results, truth, comfort, proud, profit, deserve, happy, trust, value, fun, vital, security, your, advantage, positive, and benefits.

Words that unsell: deal, cost, pay, contract, sign, try, worry, loss, lose, hurt, buy, death, bad, sell, sold, price, decision, hard, difficult, obligation, liable, fail, liability, failure.

Paint word pictures. Must be in color and in the present tense…paint beauty, luxury, love, satisfaction, enjoyment, success, performance, or the features…something they can feel and see.

You are not selling what it is…you sell what it does.

Five reasons people will not buy from you.

  • They feel they do not need what you are selling.
  • They do not have any money.
  • They are in no rush to buy.
  • They do not want what you are selling.
  • They do not trust you.
  •    Character is critical
  •    Do not try to close before you have established in the prospect’s mind significant value for what you are selling.
  •    After a prospect has said no, it is your job to alter the value of your product in their mind.
  •    Concentrate on making the immediate sale, but concentrate on making it in such a way that you’ll be in a position to make the next one. That’s career-building selling.
  •    Attitude is everything
    • If you do not have the ability to transfer your feelings or belief and conviction to the prospect, you are not going to close on those close ones.
    • The prospect is persuaded more by the depth of your conviction that he by the height of your logic.
    • The prospect does not buy cold hard facts, they buy warm people benefits.


  •    Salespeople have to move right past objections without flinching

Cost objection – Cost too much. I am inclined to agree with that….name….because good things are not cheap and cheap things are not good

Clients want to be right and they want to be understood…they do not want to make a mistake. Treat an objection as a question and get the client involved in the sales process.

If there are any objections, it is infinitely better to bring them out early so you can deal with them as part of the presentation rather than at the end of the interview.

Don’t argue, get defensive, or try to justify the price. Quietly and with an almost casual confidence put the ball back in their court. I.e. Is it too much? What do you think would be a fair difference to give in exchange for increasing your profits?

Obviously…name….you have some good reason for saying that ….or feeling that way…Do you mind if I ask what it is?

Remember when a person brings up a logical objection you answer it emotionally, and when he brings up an emotional objection you answer it logically

The Ben Franklin close – reason for and ideas opposed….write up all the reasons for first…say one, two etc. but don’t write them…..then be sure to put down their strongest objection first which of these weigh heaviest?

Always make sure that you are talking to the decision maker of the family.

Too Much Money

  • Add benefits of quality
  • Subtract disappointments of cheapness
  • Multiply pleasure of having something good
  • Divide cost over a period of time
  • You goal is not to be right, but to persuade the prospect to buy.
  • Objections thrive on the opposition but die with the agreement.
  • You should not put yourself in a lecturer position, you must get the prospect involved.
  • How to deal with different types of prospects
    • Gullible – Tell lots of human interest stories and go slow not applying pressure.
    • Skeptical – Ask them to repeat the question and thank them for asking.
    • Hostile – Say, I know how you feel. Others have felt this way in the past. They found when they had all the facts they were persuaded.
    • Indecisive – Move to his side of the table and demonstrate empathy. Inner pressure is the key factor.
    • Bargain Hunter – They want assurance they are getting a deal. Tell them the beautiful thing about your company is you treat everyone the same and no one will get a better deal than her. Tell them you will give them a special intangible you normally do not offer like personally taking the order and shipping it.
    • Obnoxious – Give them lots of attention and challenge them. Tell them what they are buying compliments their greatness.
    • Big shot – Let him know you are a high caliber sales person worth of working with them.
  • Always deal with objections by asking questions.
  • “4 questions” close – Tell the prospect that there are only four questions that they need to ask them self.
    • Do you like it?
    • Do you want it?
    • Can you afford it?
    • When do you want to start enjoying the benefits?


In order to make an intelligent decision you must have: good access to the information, expertise in order for you to evaluate and perhaps a personal acquaintance with the management.

First a prospect needs the reassurance that it is all right to take this step and that the price is fair, second that the price is worth what he is getting, third their sense of fairness is involved – believe you and fourth he is buying not just for himself but for others as well.

Give a prospect a reason for buying and an excuse to buy….you need to improve your profits and your family will be proud of you

  • Remember, when a person brings up a logical objection you answer it emotionally, and when someone brings up a emotional objection you answer it logically.
  • Remember that the prospect always wins when a sale is made.
  • Always get your prospect to sit down when considering making a large purchase.
  • Visualize the positive response of your prospect.
  • When you deal with two or more prospects in an office or at a restaurant, be careful not to sit in-between them.


  • Enthusiasm will always give you the leg up on your competition.
    Create a customer testimonial database and keep them with you. More on this in the book.
  • He always follows up with the sale to make sure things have gone smoothly.
  • He has thick skin.
  • His ultimate selling conviction is that “he needs to find out what the prospect wants and then help him get it.”
  • He is a perpetual student. He studies his prospects, studies his company literature, studies his industry, and studies the art of persuasion.
  • When talking to a prospect he does not mention irrelevant or depressing subject matter, he creates an atmosphere of excitement and optimism.
  • He understands it is better to emulate genius than create mediocrity.
  • He uses studies the effectiveness of his techniques, keeping those that work and dumping those that don’t.
  • He knows he needs to get his prospect involved in the sales process on as many levels as possible. He wants the to touch, smell, feel, see and hear the product in action.
  • He posses conviction, concern, confidence and courage.
  • He is constantly looking to grow, never content to consider his present ability his plateau, he is always searching for ways to improve his game.
  • He is an excellent time manager and he combines this with setting high goals.
  • Spectacular achievement is always preceded by unspectacular preparation.
  • He is constantly hunting for clients, looking to create conversions in the more obvious as well as the most unlikely of places.
  • He advocates the “Recency, frequency, potency, recommendation” formula


  •   Ask Questions
  • If there were a way I could show you that the price is more than fair and the product is worth ever dime were asking, would you go ahead and take advantage of our offer today?
  • We decided that it would be easier to explain price one time than it would be to apologize for quality for ever….An I’ll bet you are glad we made that decision, aren’t you?
  • “Now or never” close – The fear of loss is greater than the desire for gain.
  • Using Questions to Close the Sale
    • You persuade people by asking questions which lead the prospect to a conclusion which demands that he take action because it becomes an idea which he originated.
    • If you make a statement to which your prospect will readily agree (cannot refute), then ask a series of questions based on that agreement, and ask a concluding question based on those agreements… you will force the desired response.
    • Respond to objections by asking if they will buy if their objection is dealt with.
  •    “We decided it would be easier to explain price one time than it would be to apologize for quality forever. Aren’t you?”
  •    If you are told that you just have the answer to everything and every objection, rely on that this is not the case, which is why you are so excited that in their specific situation you do have the answer.
  •    “Reverse” close – When given resistance to the point of finality, say “Well, I really appreciate your time. I only wish I could offer you the product today. Perhaps it will be available in the future.”
  •    Project reality onto people “I bet you are the kind of person who would like to buy my product/service”
  •    Always up-sell and cross-sell


  • 63% of all sales interview wind down and drift into oblivion without a direct effort to close the sale.
  • Always be willing to describe product drawbacks.
  • You need to be just as enthusiastic about the last prospect you to talk to every day as you are with the first one.
  • The first person you meet or deal with every day will have more emotional impact on your attitude that day than the next five people you encounter.
  • Make certain your observations/compliments are accurate and sincere.
  • If anyone makes a “significant” purchase from you, you should put him on your “super customer” list and court him as long as he is still a prospect.


  • This is where you break down the purchase into price per day over the life of the product. This enables the customer to minimize the cost in their mind.
  • Get people out of a corner. If they have said they will “never” do something, turn breaking their vow into a positive.
  • You make the sale when the prospect understand that it will cost them more to do nothing about the problem than to do something about it.
  • Sell the customer on the fact that your will offer comprehensive service for the length of time that they own/are using the product service.
  • People do not buy for logical reasons. They buy for emotional reasons.
  • When selling to professionals, demonstrate an insane work ethic to curry favor.


  • If a customer goes back for multiple looks at the product it is a good sign.
  • When the prospect says not “but”, you know you have a prospect.
  • For every sale, you miss because you are too enthusiastic, you will miss ten for not being enthusiastic enough.
  • “3 questions close”
    • Can you see where this would save you money?
    • Are you interested in saving money?
    • If you were ever going to start saving money, when do you think would be the best time to start?

CHEF Method for reading body language

  • Cheeks/Chin – When they touch them it is a good sign.
  • Hands – If they massaging palm against palm, or palm against the back of the other hand it means they have assumed ownership and are ready to buy.
  • Eyes – The wider the eyes the better.
  • Friendly – Always a good sign.

Final Suggestions

  • The true professional wants the prospect to own the product so badly he strives for the yes decision again and again.
  • Persistence is the key difference between moderate and great salespeople.
  • The will which weakens first strengthens the other.”
  • Deliver a story that the prospect can relate to and compels them to buy.
  • Taking opportunities and Ethics very important
  • Wants and Needs… solve their problem
  • Help them act out off free choice
  • Questions build trust
  • Open door question vs Closed Door Questions
  • Build reputation
  • Balance and Follow Up
  • Be respectful
  • Become the kind of person

Zig Quotes

It is safe to say that you are what you are and we where you are because of what has gone into your mind. You change what you are and where you are by changing what goes into your mind.

You don’t build a business, you build people and then people build the business.

If your thinking is good…your business will be good

You don’t have to be great to start, but you have to start to be great.

Among the things you can give and still keep are your word, a smile, and a grateful heart.

The chief cause of failure and unhappiness is trading what you want most for what you want right now.If you go out looking for friends, you’re going to find they are very scarce. If you go out to be a friend, you’ll find them everywhere.

You never know when a moment and a few sincere words can have an impact on a life.

If you aim at nothing, you will hit it every time.

Attitude, not aptitude, determines altitude.

Make failure your teacher, not your undertaker.

Duty makes us do things well, but love makes us do them beautifully.

Some of us learn from other people’s mistakes and the rest of us have to be other people.

The greatest of all mistakes is to do nothing because you think you can only do a little.

Some people find fault like there is a reward for it.

Many marriages would be better if the husband and wife clearly understood that they’re on the same side.

A lot of people have gone further than they thought they could because someone else thought they could.

Go as far as you can see and you will see further.

When you are tough on yourself, life is going to be infinitely easier on you.

FEAR has two meanings: ‘Forget Everything And Run’ or ‘Face Everything And Rise.’ The choice is yours.


I am at the top because poem

I _____________________ am at the top because I see failure as an event, rather than it saying anything about my SELF.

I am at the top because I know yesterday ended last night – today is my brand new day.

I am at the top because I have made friends with my past, am focused on my present, and am optimistic about my future.

I am at the top because I know that a success, a win, doesn’t make me – that a failure, a loss, doesn’t break me.

I am at the top because I am filled with faith, hope and love – I live without anger, greed, guilt, envy, or thoughts of revenge.

I _______________ am at the top because I’m mature enough to delay gratification.

I am at the top because I have moved my focus from my rights to my responsibilities.

I am at the top because I know that not standing for what is ethically right, is the prelude of being the victim of what is criminally wrong.

I am at the top because I am secure in who I am, am at peace with others and know what I stand for.

I am at the top because I have respect for my adversaries and give love, respect and kindness to those around me.

I _______________ am at the top because I understand that others can give me pleasure, but genuine happiness is mine because I do things for others.

I am at the top because I am pleasant to the grouch, courteous to the rude, and generous to the needy.

I _______________ am at the top because I love the unlovable, give hope to the hopeless, give friendship to the friendless, and encouragement to the discouraged.

I am at the top because I look back with forgiveness, forward in hope, downward in compassion, and all around with gratitude.

I am at the top because I appreciate that I am great amongst people, by being the servant to all.

I am at the top because I recognize, accept, confess, develop, and use, my physical, mental and emotional capabilities to the glory of, and to the benefit of humankind and all living things.

I _______________ am at the top, and moving OVER the top, because all these things are true in my life.

I am at the top, and moving OVER the top because I am pointed solidly in the direction of my true SELF – and I work to make these things even more true today and each day.

I’ll see you and I really do mean you at the top



Recommended Links:

ziglar.com (for free gifts)

[email protected] The legend sent me

Choose to Win Tom Ziglar



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