Chapter 8: The Critical Step in Selling

Key Concept: Honesty and Integrity

• Honesty goes beyond just paying bills and writing good checks.
• True honesty in sales means deeply believing in the product you sell.

Story to Illustrate the Point

• Zig and Bill's Story:
  • Zig identifies that Bill's lack of belief in the product is hurting his sales.
  • Bill justifies using a competitor's cookware due to financial hardships.
  • Zig emphasizes that selling requires a personal commitment to the product.
  • Bill buys the cookware and his sales improve because he now believes in the product.

Selling is a Transference of Feeling

• Transference of Feeling:
  • Selling is about transferring your feeling and belief in the product to the prospect.
  • If you don't believe in the product, it shows, and you won't be as effective.
• Personal Commitment:
  • Belief needs to be sincere and deeply felt to be effective.
  • Personal ownership of the product can significantly improve sales.

Believers are Closers

• Conviction and Closing:
  • The word 'close' starts with a 'C', which stands for conviction.
  • Without conviction, both the salesperson and the prospect lose.
• Kevin's Exponential Insight:
  • Four key words: Imagine, Desire, Believe, Act.
  • Self-belief is crucial for success in selling.

The Importance of Owning What You Sell

• Owning Your Product:
  • It provides a deep belief and ability to empathize with prospects.
  • Examples of salespeople who improved their sales by owning their product.
• Honesty and Belief:
  • Your belief in the product should be so deep that you can't understand why others don't buy.
  • Prospects trust salespeople who are genuinely convicted about their product.

Trust and Reputation

• Trust Over Time:
  • Long-term success in sales comes from being trustworthy and honest.
  • High-performing salespeople are trusted because they are trustworthy.
• Life Insurance Example:
  • Sales predictions based on the amount of insurance salespeople carry on their own lives.

Belief in Company

• Loyalty to Company:
  • Belief in and loyalty to the company you represent affects your sales effectiveness.
  • Speak positively about your company to build confidence and trust.

Conclusion

• Belief in your product and company leads to easier and more successful sales.
• Transferring that belief to prospects will help you build a successful career in sales.