preface
On the publication of the revised edition
How to use this book

Part 1: The Psychology of Closing

01_ The CEO of the House, My Wife is the Queen of Sales… 25
Cost burden │ Don't be fooled by the customer │ Backing them into a corner │ Instill a sense of ownership │ Touch their pride │ Wife's closing strategy │ Apply it to your own situation │ 1902 strategy │ Don't take the customer's words at face value │ Don't underestimate the customer's financial ability │ Set clear goals │ Obtain and analyze information │ When 2% is lacking

02_ Make your customers the winners of your transactions… 41
There is no such thing as a free lunch │ Persuade - Acceptance alone is not enough │ Persuade the customer │ Winner and champion, the customer is king │ Reasons why customers do not buy │ Find hidden desires │ Customers buy what they want │ It is always possible to step back - Now is the time to move forward │ Newlyweds in their twilight years │ Either/or strategy │ If you really want it - they will buy │ Now is the time │ If you trust - they will buy

03_ Trust - The Lifeblood of Sales… 60
The Law of Averages │ Make Your Next Sale a Success │ The Importance of Trust │ What is a Commission? │ It's Related to Psychological Common Sense │ Signing a Contract Isn't Everything │ The 'Small' Factors That Determine Sales Results │ When Should You Close a Deal? │ Offer Fair Rules

04_ Common Sense Sales… 73
Induce a new decision │ 'No' means 'I don't know' │ How much will you pay? │ Why do customers say 'No'? │ Sales should be educational │ Too much is as bad as too little │ Omitting information is no different from lying │ Closing is not a natural phenomenon │ If you don't sell, both of you lose │ Psychology common sense learned from a psychiatrist │ Don't judge a book by its cover │ Sales is like a game of golf

05_ Voice Training for Successful Sales… 87
Different intonations mean different things │ Use the right intonation │ Dealing with price resistance │ Will you rationalize or will the customer defend? │ Trigger fear of loss │ Did you really get a bargain? │ I made the same mistake │ Introduce the concept of 'cost' │ Believe what you see │ 'Cheap' is more expensive │ Will this technique work? │ The price is too high │ Price is forgotten, quality is remembered │ Compete with quality │ Have answers for every question │ Will you satisfy your ego - or will you make a sale?

06_ Pros Think After the Sale… 108
Use the opposition │ The shoe shine boy's sales │ Take responsibility after the sale │ Look for hidden opportunities │ Praise makes you do better │ Take responsibility for what you sell │ Opportunities for additional sales │ Always present your best │ Don't be afraid of change

Part 2: The Heart of Sales

07_ The Core Stages of Sales… 125
You must believe first │ Sales is a transfer of emotions │ See it for yourself │ To sell, buy first │ Have faith │ Successful salesmen buy their own products │ To sell, buy first - Reconfirmation

08_ Sales and Self-Awareness… 136
Empathy vs. Sympathy │ Don't confuse the situation │ A salesman with only passion but no professionalism or empathy │ A salesman who doesn't know how to empathize at all │ Make the customer laugh │ The result of sympathy │ Who wins in sales? │ Read the customer's mind │ Empathy is beneficial │ The man's problems │ Empathize │ Use body language │ Turn the reason why you can't buy it into a countermeasure │ Think from the perspective of the person who will use it │ Empathy develops teamwork

09_ Correct Mental Attitude… 155
Even positive thinking can be thwarted. │ You can do it! - This book has the solution. │ Different mental attitudes lead to different results. │ Challenge yourself and try.

10_ Attitude toward yourself… 162
Salesman vs. Professional Visitor │ Self-Image and Customer Reaction │ Self-Image is the Problem │ The Solution is a Positive Self-Image │ From My Sales Notes │ Inferiority is a Feeling

11_ Attitude toward others… 170
Sales is a Win-Win Game │ How Customers See Salespeople (Forum Report)

12_ Attitudes toward the sales profession… 178
Be proud │ Sell like Columbus │ Love your customers and let them know it │ Service is the core of sales │ Sell like you're in love │ Changed reality │ George Washington was a salesman │ Salesmen are important people │ The difference in results achieved by salesmen │ Salesmen are stable │ New jobs available immediately │ Attitude makes a big difference │ Think about it │ Hello, Chairman │ Sales is the beginning of everything │ The ripple effect of sales │ Salesmen create wealth │ Salesmen are great people │ Misconceptions │ Stability, longevity, and fulfillment │ Start ahead of others │ Good news

13_ Sales and Health… 202
Build your stamina through exercise. No smoking during consultations. Is it okay to drink alcohol with clients? The cocktail effect. Build spiritual depth. The escape route.

14_ Sales and the Inner World… 214
Stepping back to move forward │ Dealing with rejection │ Positive ways to overcome negative reactions │ If you're a professional, actively use audio equipment │ Huge additional benefits │ Points earned through mental and physical preparation │ Customer management │ Use positive customer reviews │ Why use customer reviews? │ How to get customer letters │ Use customer letters

15_ The Power of Love … 228
Love Story │ The Salesman Son │ Succeeding at Buddy │ An Imperfect Victory is No Different from Defeat │ Believe in the Power of Love

Part 3 Sales Pro

16_ Acquiring and Utilizing Sales Techniques… 237
Judge Ziglar's Response: Turning a Windy Promise into a Clear Sales Opportunity | Understand Human Nature

17_ Characteristics of a Professional Salesman… 241
Extrovert vs. Introvert │ Successful vs. Ordinary │ Professional Attitude │ Definition of a Professional │ Professionals are constantly learning │ Professionals are flexible │ Professionals think about their careers │ Professional Appearance and Behavior │ Professionals are constantly growing │ Professionals challenge their limits │ People who cannot become professionals │ Professionals are constantly striving │ Latest, Frequency, Influence and Recommendations │ Conclusion

18_ The Reality of Pros… 259
People remember stories │ Compliment them │ Ask questions │ Understand the customer's perspective first │ Find hidden negative factors │ Chuck's reaction │ It went up, then down, then up again │ I almost had a heart attack │ It's too expensive │ The Abraham Lincoln strategy │ Make past purchases seem like positive decisions │ Make the customer feel good │ Dreaming different dreams in the same bed │ Chuck was serious │ Temporary paralysis of reason occurs at the moment of decision │ Technology or trust │ A feel-good contract │ Nail it down │ Compromise leads to more compromise

19_ Everyone is a salesman and everything is a sales target… 280
The Power of Words │ Oops! My Mistake │ Professional Gas Station Operator │ Find the Positive in the Negative │ Spare Tire Strategy │ Teachers are Salesmen, Too │ Professional Architects are Salesmen, Too │ What's the Secret? │ Pet Strategy │ Interior Designers are Salesmen, Too │ It Works in High-Value Deals │ Waiters are Salesmen, Too │ Smooth Sales Service │ Three-Year-Old Pro │ Perfect Champion │ She's a Sales Psychologist │ She Was Smart │ Every Customer Is Different │ Arm Yourself with a Salesmanship from Head to Toe │ Another Reason She Succeeded │ Prepare Additional Offers │ If I Had Known in Advance

Part 4: Imagination and Living Words

20_ Sales Imagination… 309
Reaffirming the 1902 strategy │ Break down costs into smaller units │ Guide decisions through questions │ Focus and trust │ Miserly strategy │ Your neighbors don't know you well │ Squeezing │ Make customers see and feel your message │ Questions make customers think │ Now that you're confident, persuade them │ Solve customers' concerns │ The secret to making sales easier │ Use charts │ 20/20 strategy │ One more thing │ Act now │ Honesty is the most effective technique

21_ Sales Imagination and Closing… 329
We have to buy from someone │ Marry the customer │ Is this marriage legal? │ Apply now │ Imagination strategy │ Small details determine sales │ Encourage independent purchasing decisions │ You chose your husband │ The reason your husband married you │ You can use it in stores │ Use a sense of humor │ 'Are you kidding?' │ Ambiguous responses are the biggest enemy of sales │ Directly and strongly encourage purchases │ 29-day insurance strategy per month │ Time for notebooks to appear │ Imagination and common sense │ Frontline strategy │ Sell everywhere │ Seize the opportunity │ Companion strategy │ Be considerate │ Little by little makes a mountain │ Customers who rarely change their minds │ Rescue them from the corner │ Utilizing time using imagination │ Examples of efficient time use │ The art of questioning

22_ The Power of Living Words… 365
24 Keywords for Successful Sales │ Words to Watch Out for │ Show with Words and Imagination │ Sell the Future Customers Want with Picture Sales │ Prepare Thoroughly │ Stimulate Fear │ Sell the Product's Features │ Aftercare is Important

23_ Paint a picture in your customer's mind… 381
The Power of Repetition │ Great Salespeople Paint Pictures in Customers' Minds │ Describe Your Product Like an Appetizing Menu │ The "Wow" Strategy │ Applying It

Part 5: Sales Engineering

24_ Customer Objections - The Key to Sales Success… 391
Customer objections are the beginning of sales │ No objections, no customers │ Prepared answers │ Make them believe │ Assume they will buy - reaffirm │ Sell the product's features │ Conduct a mid-term check on the customer's purchasing psychology │ The usefulness of humor │ It's too expensive! │ Price is not the deciding factor │ Figure out if they are the decision maker │ The same problem repeats itself

25_ The Problems Are the Same, But the Customers Are Not the Same… 404
Customers want to say 'Yes' │ Relatively easy customers │ Customers who can't make up their minds │ Customers who show off │ Customers who are too busy │ Customers who know everything │ The most demanding customers │ There can be all kinds of customers

26_ The Salesman's Friend … 416
Objections vs. Questions │ Specific Methods │ Adapt to the customer's timing │ You don't need to explain every complaint │ This is not the job of objections and answers │ Rephrase and soften objections │ Attack gently │ Thinking about it means not thinking about it │ Respond like this │ Condensate it into four questions │ Start with logic and end with emotion

27_ Customer Objections and Closing… 430
Use your notebook │ Remove obstacles one by one │ Show off your strengths │ Safety valve strategy or delay strategy │ Calmly use the safety valve │ Make them choose between two options - Reaffirm │ Preempt the choice │ Specific complaints │ Duty strategy │ I will try harder │ Win-win strategy │ The difference between the genuine and the counterfeit │ Find the answer within yourself │ What experience do you have? │ Now that you have said what you need to say, deliver the final blow.

28_ Reasons and justifications for buying… 448
Persuade with concrete reasons and end with abstract reasons │ You are qualified │ Remember - the customer is scared │ Remember - the customer buys future satisfaction │ Justification and reason strategy │ They were professionals │ Give both justification and reason │ Difficult customers are good teachers

29_ The Art of Asking Questions to Close a Sale… 457
Sales is not about explaining, it's about asking questions │ 16 questions to close a sale │ Questions that lead to a decision │ Asking these questions will lead to success │ Lead to a final choice through repeated choices │ Make it clear │ Once a customer, always a customer

30_ Strategies for Direct Selling… 468
Know what to do and do it │ Old methods mean proven methods │ Public strategy │ Writing an order form │ Voice and intonation are also important │ Small decision strategy │ Customers are thinking │ Tennis racket strategy │ Solve it like this │ Benjamin Franklin strategy │ Reasons to buy │ Assume they will buy │ You can make even your customers' relatives customers │ Elevate your customers │ Appropriate words + good intonation = sales │ It's better to lose than to win │ What if the customer doesn't say anything? │ Get your mom involved │ The Chuck Adkins story │ Permitted pressure

Part 6: The Key to Closing

31_ Ideas and Keys to Sales Success… 495
Rejection vs. Denial │ There is no such thing as a 'natural' salesman │ A package of logic and emotion │ The key to sales │ Just look around! │ The indifferent car salesman │ It's not about 'just looking around' │ Think from both sides of the fence, the buyer and the seller │ If you believe you will succeed, you will succeed │ Come on, cheer up! │ Picture a successful sale in your mind │ The Neiman Marcus strategy │ Apply gentle pressure │ Will it work?

32_ What Sales and Dating Have in Common… 512
What sales and dating have in common: a lot of assumptions and imaginations │ The reason │ Visualize and assume │ Women are the same │ Do sales like dating │ Assume they are living - Reconfirmation │ Creepy Crawley Strategy │ The reason why customers buy and the reason why girlfriends allow kissing │ A fragrant salesman │ There is no sales without cleanliness │ Dressing is also a strategy │ Ask for help │ The importance of location │ Beware of a jealous spouse │ Strategic behavior makes customers comfortable

33_ Look and listen… 533
Have passion │ Nine deaths and one life │ Even if you fail, fail positively │ Ask, and you will receive │ Presidential strategy │ Three key questions to succeed in sales │ Pastors also do sales │ Sell services │ Build trust before asking questions │ Learn how to ask questions │ The greatest salesman, Jesus │ A wife's strategic questions for dining out

34_ Listen with your heart's ear... 555
Listen to everything, but accept only some │ Help the customer get what he wants │ A good salesman helps the customer buy │ Act on the signals │ Future value │ The price will be higher tomorrow │ Don't be fooled by clever wordplay │ Don't be distracted │ Focus on the goal

35_ The Key to Closing, Closing the Sale… 567
Do your best to persuade │ Thank you, young man │ Pass the test │ The meaning of persistence │ The most impressive words │ Doctor, please do your best │ There are two problems │ Cherish even small sales │ I will save you │ Fair price, fair salesman │ Exceed customer expectations │ The most important key │ Know the author │ Give me the same thing as the kid across the street │ Maintain integrity │ Signature strategy │ 3F (Feel-Felt-Found) strategy │ Emphasize the word 'signature' │ Nothing happens if you don't sign │ It feels good even if you fail │ Signature strategy for recruiting employees

36_ Become a storyteller… 591
Four Keys to Getting to the Core in a Short Time │ What Would You Do? │ Cute Seduction │ Building a Career

Part 7: High-Tech Technology and Sales Pros

37_ Use high-tech technology… 599
Pager │ Cell phone │ Laptop │ PDA │ Blackberry/RIM device │ E-mail │ Paid information site

Acknowledgments … 612

How to Use Zig Ziglar's "Sales Closing"

Before reading "Closing the Sale," prepare a pen and notebook.
This book is not a practice book, but a practical guide for sales.
It's written in a descriptive way that encourages you to engage with the learning process presented in the book, and it's full of dialogue and humor, making it an enjoyable read.
Additionally, over 700 questions and over 250 procedures, techniques, and sales strategies are explained through 100 stories, parables, and anecdotes.

Read it over and over again.
When you first read it, skim through the entire book, underlining or highlighting parts that resonate with you.
Read as quickly as possible to understand the overall message and overall perspective without trying to analyze specific details.

When you read it a second time, add your name to the notes and create a title.
That is, the title is '○○○'s Secret to Sales Success'.
When an idea comes to mind that you can apply specifically to your sales career or personal life, stop reading and write it down.
The second reading takes a lot of time and requires a lot of work on the part of the reader.
Because the goal is not to read quickly, but to get something out of this book.

By the third time you read the book, you will have a much broader perspective, and your notes will likely increase in length and take a significant amount of time.
But remember, you're not just wasting time; you're investing it.
Another thing I would like to ask you to do is to read early in the morning, late at night, and on weekends.
This means you shouldn't stop your sales activities to read this book.
Books can be read at any time, but customers don't wait.

By the fourth reading, you will have a more concrete understanding of the over 700 questions in this book.
As I wrote conversations and anecdotes that reflected my sales experiences, I naturally incorporated questions into my writing. As I carefully read through the manuscript, I realized that my question-based approach to sales was the secret to my success.
If you read the book repeatedly, the contents will naturally become important knowledge for you and part of your experience, thereby increasing your sales effectiveness.
So, even after you've read it four times, keep this book close by and use it as a reference.
And try to memorize the questions, procedures, and techniques presented here by reading them over and over again so that they become a part of your life.

What is the best persuasion method to elicit action?
Do our customers trust that we have their best interests in mind?
These are just two of the questions successful sales professionals ask themselves every day.
Filled with compelling stories and realistic examples, "Closing the Sales" provides the strategies and guidelines needed to master the art of effective persuasion.

In "Sales Closing," you will learn:

How to convey warmth, passion, and integrity
How to Use Over a Hundred Creative Techniques Effectively
How to Boost Productivity and Professionalism
How to overcome the basic reasons people don't buy
How to Deal Effectively with Difficult Customers

Zig Ziglar has great pride in his sales career.
He admits that although he no longer sells the kitchen appliances he first sold, he still has confidence in them after 40 years.
He then tells salesmen and saleswomen around the world that if they don't feel confident enough about the product or service they're selling to recommend it to their family and friends, they should question the value of what they're selling.
He asserts that anyone who makes a customer buy something he shouldn't is not a competent salesman, but an unethical salesman.
He believes that, of all the pursuits we can pursue in life, aside from the clergy, sales requires the highest level of integrity.


If we look at it, our life itself is a sale.
Because we live each day of our lives selling ourselves to someone.
Zig Ziglar's philosophy that "If you do your best to help others get what they want, you can get what you want in life" is more relevant today than when the book was first published.
The purpose of sales is to provide appropriate value to the customer.
If a customer receives a higher level of value than they deserve, they have succeeded in making a sale and gaining their trust, which leads to more customers.

As the title, “Sales Closing,” suggests, this book is about sales for salespeople.
This book is also about persuasion and is very useful for anyone who needs to persuade others to take some action.
The text is written in a descriptive style and is full of dialogue and humor, making it easy and fun to read.
Keeping "Sales Closing" close at hand, reading it repeatedly, and using it as a reference will provide you with the practical help you need.
By repeatedly reading the questions, procedures, and techniques in this book, memorizing and internalizing them, you too will reach the top of your career as a salesperson.