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Ziglar outlines four key attitudes a salesperson can leverage to close more sales. First is the power of positive projection. Second is the assumptive attitude, and third is the power of physical action. Finally, Ziglar points out that enthusiasm is the key attitude to closing more sales.
Positive projection: It is important for a salesperson to "make the sale" first in her own head. You must believe the sale is made so you can guide your prospect into accepting your offer, gradually answering all his questions and objections until he agrees with you--he needs the product or service you are offering.
If you don't believe your customers need what you are selling, why should they buy it? In order to sell anything, you must have already "bought" it in your own mind and life. This allows you to speak powerfully from your personal experience and convinces your prospect he must have it, too.
Assumptive attitude: Don't use an assumptive close too early in your sales relationship with a customer. You will appear aggressive and pushy. You must wait until you have answered your prospect's questions and objections, and then assume that he will buy the product or service you offer.
An assumptive close is typically a question: "When can we get started?" If you are selling a service, you might ask your prospect, "Do you prefer to be billed on a weekly or monthly basis?" The more you assume your prospect has already bought your idea, the more effective an assumptive close can be.
Physical action: Get involved with your customer on a physical level. If she talks fast, you should talk faster. If she talks quietly, you should lower your voice and lean in slightly. Mirror your customer's manner without appearing to be a monkey and you will appear more trustworthy.
Involve your customer in touching or holding your product. If you are selling a service, ask her to imagine using it and feeling wonderful.
Enthusiasm: This strategic sales technique should be obvious. An enthusiastic salesperson who passionately believes in the product or service will experience success. Enthusiastic people do not get derailed by questions, objections and rejections, either.
Use these four strategic sales techniques in everything you do and you will experience success and happiness. The most important key to success is to develop a real relationship with your prospect, whether you talk for five minutes or five months before closing the deal.
