Ziglar's Sell By Design, Not By Chance

Decent Essays
In “Chapter Five,” Ziglar discusses the “Sell by Design, Not by Chance” analogy when explaining his “four step” strategy of “Need Analysis, Need Awareness, Need Solution,” and “Need Satisfaction” (Ziglar 1991, 71-90). Ziglar first points out that “Pavlonian selling” is only “successful by chance” and should not be part of the original selling process, but instead should be implemented when offering “upgrades” to existing “products” and “services” (Ziglar 1991, 71-90). Ziglar goes on to discuss the “first step” of the “selling process” that involves the salesperson conducting a “need analysis” through the use of “x-raying” and “probing techniques,” in which the client’s “needs” and later wants are revealed (Ziglar 1991, 71-90). Essentially, …show more content…
However, this will require answering the psychological question of “WII-FM (what’s in it for me?),” in order for the customer to realize how the product or service relates to his or her unfulfilled “need” (Ziglar 1991, 71-90). After the customer makes this realization, then it’s on to the next step (e.g., “step four”) of “need satisfaction” (Ziglar 1991, 71-90). Upon completing this step and closing the sale, Ziglar advises the salesperson to “A.A.F.T.O.—Always Ask For The Order” and not make the “rookie” mistake of walking away from the order (Ziglar 1991, 71-90). Completing these aforementioned steps within this “sales process” will guarantee “future prospects” for the sales professional (Ziglar 1991, 71-90). Hence, sales success depends on following these aforementioned …show more content…
formula” (P=people, O=organization, G=goals, and O=obstacles) (Ziglar 1991, 111-133). The “P” in P.O.G.O. stands for person, which means the first part of the sales call should include establishing rapport with the prospect by physically asking about pictures in his or her office or giving “sincere compliments” over the phone to gain the prospect’s “trust” and “confidence” (Ziglar 1991, 111-133). In essence, salespeople should only give “thumbnail sketches of” their “experiences” “that are pertinent to the client’s needs and wants,” in order to establish the “salesperson’s credibility” (Ziglar 1991, 111-133). Obviously, the salesperson will be careful to avoid becoming a “topper” (e.g., A salesperson who tells their own personal story to top that of the potential client) (Ziglar 1991, 111-133). Similar to the “person” step in this formula, a salesperson will use the same three aforementioned types of questions to “discover” information about the “prospect’s” “organization,” “goals,” and “obstacles,” in order to better “prepare” for meeting the “prospect’s” needs (Ziglar 1991, 111-133). Ziglar lists four personality types the salesperson needs to know for obtaining sales success, which include “Bold,” “Friendly,” “Sincere,” and “Competent” (Ziglar 1991, 111-133). Understanding the speech and word pattern of each personality type will better assist the salesperson in knowing the proper

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