Review and Summary: The narrative is intended to summarize and tie together key concepts discussed in the lecture series.
Use of Storytelling: Stories (narrative events) are powerful tools for persuasion, using third-party influence to motivate action.
Key Concepts Illustrated in the Story
Positive Projection: Imagining positive outcomes to motivate action.
Assumptive Attitude: Assuming the desired outcome will happen.
Enthusiasm: Showing excitement and energy in actions.
Physical Action: Taking concrete actions toward the desired outcome.
Subordinate Question: Making small, incremental requests rather than large demands.
Persistence: Continuing to pursue the goal despite obstacles.
Impending Event and Sincerity: Offering something of value in the immediate future with genuine intent.
The Story
Setting: Saturday morning, Columbia, South Carolina.
Characters: Zig Ziggler and his 3.5-year-old son, Tom.
Plot: Trip to the Grocery Store:
Tom eagerly agrees to go to the grocery store, possibly anticipating a reward.
At the store, he quickly grabs a rubber ball and puts it in the cart (using positive projection, assumptive attitude, enthusiasm, and physical action).
Ziggler initially resists, but Tom uses a subordinate question (asking to just hold the ball).
Tom persists in trying to keep the ball in the cart despite repeated refusals.
Finally, Tom offers a sincere inducement (a kiss) to persuade his father to buy the ball.
Outcome: They end up buying the ball, illustrating the effectiveness of the sales techniques.
Lessons from the Story
Sales Techniques: The story demonstrates several key sales techniques in action, including positive projection, assumptive attitude, enthusiasm, physical action, subordinate questions, persistence, and offering sincere inducements.
Application: The techniques can be applied to selling goods or services effectively.
Conclusion
Impact: Buying into these ideas and using the described keys, procedures, and techniques can enhance sales effectiveness.
Personal Note: Ziggler humorously notes the birth of his son as the birth of a salesman, emphasizing natural salesmanship qualities.