This all-time popular book on selling was written by Zig Ziglar. Key lessons from the book:

Five reasons people will not buy from you.
i. They feel they do not need what you are selling.
ii. They do not have any money.
iii. They are in no rush to buy.
iv. They do not want what you are selling.
v. They do not trust you.

Voice Training to Close Sales

1. Learn to use a voice recorder to hear your own voice and critique your on sales presentation. This is very critical.
2. When you talk and listen to the sound of your worn voice, the primary source of sound is coming through vibrations of the bone. When you make a recording and listen to it, the sound comes into your eardrums through the air.
3. When some one tells you that your price is ridiculous, you repeat what they said as a question. This forces them to defend their statement as opposed to forcing you to justify the price.
4. Verify that price is the real objection. Ask ‘If I could show you that the price is more than fair and the product is worth every dime we’re asking, would you go ahead and take advantage of this offer today?”
5. Response to an objection on price “Mr. Prospect, your going to be concerned about price one time. That’s the day you buy. Your going to be concerned with the quality for the life of the product itself. With this in mind, let me urge you to think along these lines: Wouldn’t you agree that it’s better to pay a little more than expected, that a little less than you should? (Wait for an answer) If you pay more than expected, we are talking about pennies. If you pay less than you should and the product won’t do the job which you expected it to do, then you will lose everything.
6. “Cost” Close – Explain to them that price you pay once but cost is the maintenance fee for the life of the product. Cheap products have a higher cost because they break and require maintenance
7. Many people are trained to say the price is to high automatically.
8. Use the price objection as a selling point be using it as a segway to discuss the benefits which more than justify the price, or explain why the product is vastly superior to its competitors.
9. “We decided it would be easier to explain price one time than it would be to apologize for quality forever. Aren’t you?”
10. If you are told that you just have the answer to everything and every objection, rely that this is not the case, which is why you are so excited that in their specific situation you do have the answer.

The “1902” close – This is where you break down the purchase into price per day over the life of the product. This enable 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.

“Marriage” Close – 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.

Words that sell.

1. They name
2. Understand
3. Proven
4. Health
5. Easy
6. Guarantee
7. Money
8. Safety
9. Save
10. New
11. Love
12. Discovery
13. Right
14. Results
15. Truth
16. Comfort
17. Proud
18. Profit
19. Deserve
20. Happy
21. Trust
22. Value
23. Fun
24. Vital
25. You
26. Security
27. Advantage
28. Positive
29. Benefits

Words that Unsell

1. Deal
2. Cost
3. Pay
4. Contract
5. Sign
6. Try
7. Worry
8. Loss
9. Lose
10. Hurt
11. Buy
12. Death
13. Bad
14. Sell
15. Sold
16. Price
17. Decision
18. Hard
19. Difficult
20. Obligation
21. Liable
22. Fail
23. Liability
24. Failure

Do not say “you know” or “do you understand what I mean”
Paint word pictures that allow your prospects to visualize the benefits of using the products

Objections - The Key to Closing the Sale

1. Always make sure that you are talking to the decision maker of the family.
2. Too Much Money
1. Add benefits of quality
2. Subtract disappointments of cheapness
3. Multiply pleasure of having something good
4. Divide cost over a period of time

How to deal with different types of prospects
1. Gullible – Tell lots of human interest stories and go slow not applying pressure.
2. Skeptical – Ask them to repeat the question and thank them for asking.
3. 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.
4. Indecisive – Move to his side of the table and demonstrate empathy. Inner pressure is the key factor.
5. 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.
6. Obnoxious – Give them lots of attention and challenge them. Tell them what they are buying compliments their greatness.
7. Big shot – Let him know you are a high caliber sales person worth of working with them.

The Salesman's Friend

1. Always deal with objections by asking questions.
2. Always act grateful to be able to hear the objections.
3. When interrupted by someone who just wants to know the price, that them for asking and tell them that you are getting to that in just one moment. There are a number of ways to dodge the question. If they insist tell them.
4. Many people who say they will think it over, actually do not intend on doing so. A no today is better than a no tomorrow.
5. “4 questions” close – Tell the prospect that there are only four questions that they need to ask them self.
1. Do you like it.
2. Do you want it.
3. Can you afford it.
4. When do you want to start enjoying the benefits

Selling and Courting Run Parallel Paths

1. Always get your prospect to sit down when considering making a large purchase.
2. Visualize the positive response of your prospect.
3. When you deal with two or more prospects in an office or at a restaurant, be careful not to sit in-between them.
4. Always try to move the prospect to the kitchen table when in the home.

The "Look and Listen" Close

1. If a customer goes back for multiple looks at the product it is a good sign.
2. When the prospect says not “but”, you know you have a prospect.
3. For every sale you miss because you are too enthusiastic, you will miss ten for not being enthusiastic enough.
4. “3 questions close”
1. Can you see where this would save you money.
2. Are you interested in saving money
3. If you were ever going to start saving money, when do you think would be the best time to start.

Listen--Really Listen

1. CHEF Method for reading body language
1. Cheeks/Chin – When they touch them it is a good sign.
2. 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.
3. Eyes – The wider the eyes the better.
4. Friendly – Always a good sign.
2. People listen more intently to things said in a low voice.
3. Always deal with objections ASAP.

[From the Great Books Series. Also Read The Success Manual - Encyclopedia of Advice - Contains Summaries of 100+ Greatest Books & More...