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The Art of Closing: How Zig Ziglar's Timeless Wisdom Transforms Sales
In a world where "salesperson" often carries negative connotations, Zig Ziglar's masterpiece stands as a monument to what sales truly represents-a noble profession built on service, integrity, and helping others get what they want. "Secrets of Closing the Sale" has influenced generations of sales professionals since its 1984 publication, with everyone from Tony Robbins to Dave Ramsey citing it as foundational to their success. What makes this book particularly remarkable is how its principles have remained unchanged despite decades of technological and cultural shifts. While methods of communication evolve, human psychology-the true foundation of sales-remains constant. Ziglar's genius lies in his understanding that selling isn't about manipulation but about solving problems and serving others with integrity.
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The Psychology Behind Every Successful Close
At the heart of Ziglar's approach is a profound understanding of human psychology. He distinguishes between convincing and persuading customers-a crucial difference that explains why prospects often agree a product is good, needed, and affordable, yet still refuse to buy. They're convinced but not persuaded to take action.
"People don't buy for logical reasons," Ziglar explains. "They buy for emotional reasons and justify their purchases with logic." This insight forms the foundation of his closing techniques.
According to Ziglar, people won't buy for five basic reasons: no need, no money, no hurry, no desire, and no trust. Of these, trust is the most significant. Studies show 71% of people buy because they like, trust, and respect the salesperson. The word "trust" contains "us"-a bond must form between salesperson and prospect.
Ziglar introduces the concept of selling as a "transference of feeling." If you can make prospects feel about your product the way you feel about it, they'll buy if there's any possible way. This explains why untrained newcomers sometimes outsell experienced professionals-they possess absolute conviction that customers would make a serious mistake by not buying immediately.
When addressing objections like "the price is too high," Ziglar recommends distinguishing between price (a one-time concern) and cost (an ongoing concern). He illustrates this with a story about buying a $34.95 bicycle for his son instead of a $64.95 Schwinn. The cheaper bike needed constant repairs totaling $19.50, lasted only six months, and cost $9 monthly. The Schwinn lasted ten years with minimal maintenance, costing just $6.50 yearly.
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Building Credibility: The Foundation of Sales Success
"Credibility is the key to a sales career," Ziglar asserts. Without integrity, you'll miss many close sales because prospects know "you can't make a good deal with a bad guy."
Ziglar emphasizes that while techniques can be taught to almost anyone, credibility cannot. He illustrates this with a thought experiment: a twelve-year-old could memorize sales language about home values and market projections but would lack the credibility to sell a house.
The commission on sales you almost make is always zero. "Close doesn't count except in horseshoes and grenades," Ziglar quips. You must complete the sale to earn the commission.
Building credibility involves attention to countless "little things" that communicate your belief in what you're doing and genuine interest in serving customers: shined shoes, pressed clothes, neat appearance, punctuality, courtesy, organization, and follow-up notes. When all these elements work together, success isn't a question of "if" but "when" and "how big."
Ziglar advises against overselling, whether through exaggeration or omission. He shares a personal experience of shopping for a leather sofa where the salesman failed to mention it was only partially leather. When Ziglar discovered this after seeing a more expensive all-leather model, he walked out without buying anything and never returned to that store. "Honesty isn't just the best policy-it's the only policy for building a solid sales career."
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The Power of Voice and Communication in Closing
To maximize your sales career, you must do something 95% of salespeople never do: deliberately train your voice. Voice inflection dramatically changes meaning. A single eight-word sentence-"I did not say he stole the money"-can convey eight entirely different meanings simply by changing which word receives emphasis.
When prospects claim your price is too high, your response should put them on defense rather than putting yourself on offense. For the belligerent prospect who declares "THAT PRICE IS RIDICULOUS!" simply repeat "The price... is ridiculous?" with questioning inflection. This forces them to defend their statement instead of you justifying the price.
Ziglar recommends using a visual "talking pad" when explaining price versus cost, as prospects believe what they see. When explaining the difference between price and cost, diagram it: "Price is a one-time thing; cost is something you'll be concerned about for as long as you have the product."
He shares how Bill Egan, a Buick-Datsun dealer, successfully used this technique with an elderly couple who had visited the dealership three times without buying. When the woman objected that the price was too high, Bill asked, "Ma'am, are you talking about price or cost?" He then shared a personal story about choosing the cheapest asphalt contractor, only to spend an additional $6,000 on repairs within a year. The woman immediately decided to buy for several hundred dollars more than she was considering elsewhere.
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The Professional Sells and Delivers
Ziglar emphasizes that professional salespeople deliver what they sell. He illustrates this with stories from his early career, including his first real sale using the "Reverse Close." In Winnsboro, South Carolina, after demonstrating cookware to two couples who seemed disinterested, Ziglar packed up and said, "Well, I really appreciate your letting me demonstrate. I only wish I could offer you the cookware today. Perhaps it will be available in the future." Immediately, both husbands became intensely interested, demanding to know when it would be available. When Ziglar suggested they could make deposits to secure sets when they became available "in a month or even three months," both men eagerly provided down payments.
This demonstrates a fundamental principle of human nature: people often want whatever seems unavailable or difficult to obtain. While reverse selling is effective, Ziglar emphasizes you must be scrupulously honest to maintain credibility and self-respect.
He also shares the story of Johnny, a professional "Shoeologist" in the St. Louis airport who masterfully upsold him from a regular 75-cent shine to a $2 spit shine. Johnny used several sales techniques: the "Shame" close (making Ziglar feel his expensive shoes deserved better than a regular shine), complimenting the customer's taste, and putting the extra dollar in perspective compared to his expensive clothes. Johnny delivered exceptional quality in just three minutes, earning $3 total.
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The Heart of Your Sales Career: Building Reserves
Ziglar emphasizes that the most important part of the sales process is the salesperson. To excel in sales, you must build physical, spiritual, and mental reserves that allow you to perform at your best throughout each day.
Being in good physical condition is essential for peak sales performance. For every minute invested in exercise, you gain three to five minutes of full-speed productivity. Being physically fit enables you to make that crucial last call of the day, which often makes the difference between average and championship results.
Professional closers are time misers who know payday only comes when they're in front of prospects. They handle administrative details during non-selling hours. Ziglar recommends implementing a personal "booster week" quarterly or annually-a total-effort period where you maximize selling time through advance planning.
To build mental reserves, Ziglar recommends good books, motivational recordings, professional training, and industry associations. According to USC, metropolitan commuters driving 12,000 miles yearly can acquire the equivalent of two years of college education in three years by listening to educational content while driving.
Outstanding salespeople also build customer testimonials as a reserve. Ralph Beaver dramatically demonstrated this by unfurling a roll of adding-machine paper containing every customer he'd sold in twenty years, asking reluctant prospects, "Do you think all these people made a mistake?" Bernie Lofchick, a record-setting Maytag distributor, uses phone calls to customers who've used their machines for decades, making price objections vanish when prospects hear about durability and performance.
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Ya Gotta Have Love: The Emotional Core of Selling
To succeed in selling, you need toughness-and the toughest force on earth is love. You must love life, selling, prospects, fellow humans, God, country, and family. When you genuinely believe what you offer benefits your prospect, you can sincerely pull for them to buy for their benefit, making you infinitely more effective and professional.
Ziglar illustrates this with a personal story about golf with his son. When his son made a birdie, Ziglar faced a dilemma with his own putt-miss it to let his son win or do his best. He chose to do his best to avoid giving his son a "tainted victory." When he made his putt and asked if his son had been pulling for him, his eleven-year-old son replied, "Dad, I always pull for you"-demonstrating pure love.
This pure love, Ziglar explains, is what we need more of everywhere-in homes, communities, and business. In selling, this means genuinely believing your offering benefits your prospect and sincerely wanting what's best for them. "People don't care how much you know until they know how much you care about them. You tell people from your head, but you persuade-you sell-from your heart."
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Learning Professional Techniques: Response vs. Reaction
The professional salesperson responds positively rather than reacts negatively to situations. This fundamental distinction shapes every aspect of successful selling, from handling daily challenges to converting seemingly lost opportunities into wins. When faced with challenges like broken appointments, canceled meetings, or difficult prospects, the true professional sees these obstacles as stepping stones rather than roadblocks.
Ziglar shares how his brother Judge Ziglar, who broke national sales records, demonstrated this principle masterfully in his daily work. When prospects weren't home for scheduled appointments, instead of becoming frustrated or marking them off as lost causes, he developed a unique approach. He would return the next day at precisely the same time and, with genuine sincerity, apologize for missing them - effectively taking responsibility for their discourtesy. This psychological reversal proved remarkably effective because prospects who initially lacked the courage to face him were caught off guard by his professional demeanor and found themselves psychologically unprepared to resist his enthusiastic, well-trained presentation.
The technique worked on multiple levels: it eliminated any defensiveness the prospect might feel about missing the appointment, created a sense of obligation, and positioned the salesperson as someone who took responsibility for the relationship. Judge Ziglar consistently turned these "failed" appointments into successful sales, often achieving better results than with regular appointments.
Similarly, when dealing with potentially disruptive situations like children interrupting presentations or prospects taking phone calls, professionals recognize these moments as opportunities rather than annoyances. For instance, when children are present and unruly during a sales presentation, seasoned professionals understand that parents who struggle to say "no" to their children often have difficulty saying "no" to a well-prepared, motivated salesperson. Instead of showing frustration, they might engage with the children briefly or incorporate them into the presentation in a positive way.
This response-versus-reaction principle extends to all aspects of sales:
• When facing objections, respond with information rather than react with defensiveness
• When hearing "no," respond with curiosity about the underlying concerns rather than react with disappointment
• When meeting resistance, respond with patience and understanding rather than react with pressure
The key difference lies in maintaining emotional control and choosing conscious responses over instinctive reactions. Professional salespeople understand that their success depends not on controlling external circumstances but on controlling their responses to those circumstances.
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Characteristics of the Professional Salesperson
Contrary to popular belief, professional salespeople are more likely to be introverts than extroverts. While extroverts make good first impressions and establish rapport easily, they often rely too heavily on personality rather than substance. Introverts tend to be more thorough in their studies, precise in presentations, and knowledgeable about their products. They excel at listening deeply, asking thoughtful questions, and processing information before responding - qualities that build lasting client relationships. Research shows that introverted salespeople often outperform their extroverted counterparts in complex, solution-based sales environments.
Research reveals that highly successful salespeople practice fundamental sales skills, management skills, and good human relations. They maintain service relationships rather than delegating implementation to technical support. These professionals personally handle post-sale follow-up, ensuring smooth implementation and customer satisfaction. They build trust relationships inside their organizations, collaborating effectively with operations, finance, and technical teams. Their success translates across industries because their core strengths lie in problem-solving, relationship building, and professional integrity rather than just product knowledge or selling techniques.
The true professional focuses on others rather than ego, providing information for intelligent decisions and inspiration for right choices. They ask probing questions to understand client needs, present solutions objectively, and aren't afraid to recommend against a purchase if it's not in the client's best interest. They remain thick-skinned without accepting abuse, understanding that prospects often reject offers rather than the salesperson personally. This emotional intelligence allows them to maintain composure during difficult negotiations and handle objections professionally.
Professionals never stop learning-studying prospects, company literature, and persuasion techniques. They dedicate specific time each week to professional development, whether through industry publications, online courses, or peer networking. They read books, listen to recordings, attend training, and observe human nature during every interaction. Many keep detailed notes on customer interactions and regularly analyze their successes and failures to improve their approach. They understand that changing results requires changing performance, which requires changing thinking through quality mental input. This commitment to continuous improvement extends beyond sales techniques to include industry trends, economic factors, and evolving customer needs.
Successful salespeople also maintain strict personal disciplines - managing their time effectively, organizing their activities systematically, and maintaining high energy levels through proper health habits. They track their metrics carefully, from prospecting activities to close rates, and adjust their strategies based on data rather than hunches. Most importantly, they view selling as a professional service that helps others achieve their goals, not just a way to meet quotas or earn commissions.
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Using Objections to Close the Sale
Objections should excite rather than frighten salespeople, as they indicate genuine interest from prospects. Without objections, you likely don't have a real prospect. If all benefits were obvious, salespeople wouldn't be necessary.
When prospects raise objections, it's a positive sign they're engaged with your presentation. There are four times to handle objections: before they occur, when they occur, later, or never-though if a prospect raises the same objection twice, you must address it or risk appearing dismissive.
The best time to answer objections is before they occur. If you consistently get the same objections after your presentation, your presentation needs work. Handle common objections within your presentation so you're selling offensively rather than defensively responding.
When handling objections, focus on what the product does rather than what it is. With a food machine, Ziglar would explain that while customers wouldn't match his skill level, a novice could still "cut more food better and faster than any three ladies with the sharpest knives" because she has the machine that does the work.
When prospects object that something costs too much, acknowledge it directly: "I'd be inclined to agree because good things aren't cheap and cheap things aren't good." Explain your company chose to design products that do as much as possible rather than as little as possible to sell cheaply.
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Using Questions to Close the Sale
The most effective way to persuade people to take action is by asking questions that lead prospects to conclusions which demand they take action-because it becomes their idea. This creates internal pressure, which is far more powerful than external pressure. When prospects arrive at conclusions themselves through guided questioning, their commitment level increases dramatically compared to being told what to do.
The ability to ask questions is a badly neglected skill in selling. The average six-year-old asks 400-700 questions daily, while the average college graduate asks only about thirty. This dramatic decline in curiosity often stems from social conditioning and fear of appearing uninformed. In selling homes, Ziglar might ask, "Where would you place the sofa in this room?" or "Where would you put Johnny's bed?" These questions engage the prospect's imagination and create ownership thinking. Additional questions like "Which room would make the perfect home office?" or "How would you use this extra space?" help prospects visualize their life in the home.
Questions can set up closing situations by naturally leading to commitment. When demonstrating products, Ziglar would ask, "If this were the only feature this machine had, it would be well worth owning, wouldn't it?" or "When we install this equipment, would you like for me to demonstrate the major features again?" Other effective questions include "How soon would you want to start enjoying these benefits?" and "Would you prefer the standard or premium warranty coverage?"
The "Tie Down" technique, perfected by Doug Edwards, involves adding questions to statements: "This is beautiful in red, isn't it?" "The extra horsepower is a real bonus, isn't it?" Each tie-down emotionally commits the prospect to action. The technique works by building a series of small agreements that lead to the final decision. Additional examples include "The energy savings alone make this worthwhile, don't they?" and "You can see how this would solve your current challenges, can't you?"
Strategic questioning also helps identify and address objections before they become roadblocks. Questions like "What concerns do you have about moving forward?" or "Is there anything else you'd like to know about?" allow salespeople to proactively handle hesitations. The key is to maintain a conversational tone and genuine interest in helping the prospect make the best decision for their needs.
Remember to use open-ended questions early in the sales process to gather information and transition to more specific, closing-oriented questions as the conversation progresses. This natural evolution helps maintain rapport while moving toward the sale.
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The Keys to Closing: A Comprehensive Approach
Ziglar identifies eleven keys that make selling more professional: Positive Projection, The Assumptive Attitude, Physical Action, Enthusiasm, The Subordinate Question, Listen, The Impending Event, Persistence, Inducement, Sincerity, and The Narrative Event.
The "Key of Positive Projection" emphasizes that you must make the sale in your mind before you physically make it. When prospects say they're "just looking," they truly are-desperately looking for a salesperson to help them find what they want so they don't have to keep looking!
The "Key of the Assumptive Attitude" draws parallels between selling and courting. Just as men don't typically ask explicit permission before holding hands or kissing during courtship, successful salespeople don't wait for prospects to enthusiastically invite them to make a sale. In both scenarios, success comes from assuming positive outcomes.
The "Key of Physical Action" emphasizes the importance of physical cleanliness, proper dress, and strategic positioning during sales presentations. Mirror your customer's communication style to build trust, have prospects seated whenever possible for major decisions, and position yourself carefully when selling to couples.
The "Key of Enthusiasm" (from Greek "en theos" meaning "God within") transfers your feelings about your product to prospects. While excessive enthusiasm occasionally costs sales, for every sale lost through too much enthusiasm, you'll lose a hundred through insufficient enthusiasm.
Through these keys and the many techniques Ziglar shares, salespeople can transform their approach from merely attempting to close sales to building genuine relationships that serve both the customer and their own career aspirations.
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Selling with Imagination and Word Pictures
According to sales trainer Merle Fraser, in 24 hours your prospect's heart will beat 103,689 times, their blood will travel 168,000 miles, and they'll speak 4,800 words-3,200 about themselves and none about your products unless you involve them emotionally. Using imagination in your sales approach helps you become part of their world and overcome objections.
When selling durable stainless steel cookware, Ziglar demonstrated its strength by having a police officer shoot it with a .45 caliber revolver, showing customers it barely left a mark. With this visual proof and a notarized letter, customers believed his "lifetime cookware" claims.
By breaking down the "too expensive" objection into small pieces-from yearly to monthly to per-meal costs-Ziglar could demonstrate that what seemed like a large upfront investment was actually just pennies per use for superior cookware.
Professional salespeople paint pictures of prospects using and enjoying their products or services. You don't sell what a product is-you sell what it does. The millions of quarter-inch drills sold annually aren't wanted for themselves; people want quarter-inch holes. Similarly, cosmetics buyers don't want lipstick and eye shadow; they want to appear attractive and desirable.
Through repetition and word pictures, companies build strong product recognition that conditions customers to expect specific results. Phrases like "The pause that refreshes" for Coca-Cola or "Breakfast of Champions" for Wheaties remain memorable decades later. In your presentations, build in repetitive benefit phrases that suggest unique advantages your customers will enjoy.
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Building a Career That Lasts
Building a sales career requires multiple elements working together. Ziglar shares Elmer Wheeler's story about treating an infected finger in Mexico with tequila, lemon juice, and ice-a remedy combining common sense, scientific knowledge, and poetic philosophy. Similarly, a successful sales career needs knowledge from sales training resources, a poetic philosophy that "you can have everything in life you want if you will just help enough other people get what they want," and the common-sense commitment to work diligently with prospects and customers.
While technology provides powerful tools for salespeople-from smartphones to contact management software-Ziglar emphasizes that these are aids, not replacements for relationship selling. The personal connection between salesperson and client remains essential, regardless of technological advances.
In the end, Ziglar's message is clear: selling is a noble profession built on service, integrity, and helping others get what they want. By mastering the psychology of closing, building credibility, developing communication skills, and maintaining physical and mental reserves, salespeople can create careers that are not only financially rewarding but personally fulfilling. As Ziglar famously said, "You can have everything in life you want if you will just help enough other people get what they want."
