“Selling is essentially a transference of feeling.” – Zig Ziglar
With all due respect to all of the sales gurus out there, my favorite nuggets of sales wisdom still come from the master, the late, great Zig Ziglar. I am an avid reader. It’s not unusual for me to be working my way through two or three books at a time. Just last week, my wife looked at me with hand on hip and asked, “Just how many books ARE you reading right now?”
I can’t help it. I crave fresh, practical ideas to implement in our company and my personal practice. It’s a little like panning for gold. I sift through a lot of stones and mud to find legitimate nuggets I can use.
About half of what I read is geared toward sales for obvious reasons, so I am pretty familiar with the works of a good number of today’s better known sales gurus. I will occasionally come across something unique and original, but sooner or later I find myself coming back to classic Zig.
One of my favorite Zig nuggets is his notion that believers are closers. You must truly believe in your product in order to achieve sustainable sales excellence. I’m not talking about lip service or simply convincing yourself that you’re a believer. I’m talking about honest to goodness “I believe in my product so much I own it myself” kind of conviction.
As is often said, people buy on emotion. They justify with logic, but they buy when they trust you, and they look forward to the feeling that comes from the future promise of your product or service.
To generate that kind of trust and emotion in your prospects consistently, you must have true conviction. You have to believe deep inside that your prospect is going to lose out if he doesn’t buy your product. Of course, the product must be suitable and appropriate for the client. That’s a given. But once you have confirmed that, you have to believe in your heart that your prospect will be a loser if he doesn’t buy.
You can’t do that unless you own the very products you are selling. There are a few exceptions to that rule, but even if it’s impossible to own what you sell, you must be able to demonstrate true conviction. I don’t care how good you think you are; you can’t fake that consistently over time. People can sense it when you try. Furthermore, if you don’t own the products you sell and you believe your prospect is a loser if she doesn’t buy, what does that make you? The biggest loser?
I don’t claim to be a sales expert. Not yet anyway. I’m still working on it with a lot of help from some pretty talented friends. However, I can tell you this with confidence: When I speak to a client or prospect about an annuity or life insurance, I do it with honest to goodness conviction. I can do that because I own these products myself, and I know firsthand the peace of mind that comes from doing so.
More often than not, the successful transference of those feelings of peace and security develop into a foundation of trust and integrity. From there, a relationship is built, and ultimately a sale takes place. With a little luck and a good dose of personal service, it will be the first of many.
Best of all, I don’t feel like the biggest loser.
Submitted by: Paul M Mallett SVP/COO Postema Marketing Group, LLC
Postema Marketing Group is a full-service Independent Marketing Organization (IMO) dedicated to providing world-class products and services to our clients. We have partnered with some of the strongest names in the insurance industry and proudly serve independent agents from coast to coast.
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