Secrets Of Closing The Sale, Zig Ziglar - Book Summary


Zig Ziglar is one of America's most popular sales experts, speakers, and authors. His best-selling works include more than 25 books, including: See you at the top, Better than Good…

Main content

The principles of sales have been tested by the author in practice and have become the secrets, the golden keys, that will equip you to become a good, successful salesperson.



"Honey! I have found my dream home!” I was mesmerized when I saw the house. I wanted to buy that house immediately, but sadly couldn't afford it. I pretended to my wife and the contractor that I was not interested in this sale.

My wife looked around and said with cheers, “Wow! My office is quite large, the fireplace is great. Behold, the garage is enough for two cars of you and me. The yard in front is suitable for building an arched path to his house as his dream…”

My wife doesn't argue with me when I talk about not having enough money. She used all her sales tactics to convince me; She gradually made me "enlighten" that, not only can we afford that house, but we should also buy it. She told me to agree to pay the increase, taxes, and insurance premiums, and then she split it up as much as possible and showed how easy it was to pay off the debt after buying the house. In the end my wife won.

So, find out all the information related to the customer, break down the value of the product, convince the customer with all your optimism and pretend not to hear their objections. Ask many questions to identify the problem and lead the customer to make a final decision. The salesperson's imagination helps the customer get what they want.


Perhaps nothing frustrates a salesperson more than a customer's rejection of a high-quality, cost-effective product. You have to convince them. To convince others, you should not tell them, but ask them, and then give useful advice. You become a “consultant” or buying guide.

Before their correct analysis, customers are convincing themselves, then you have many opportunities to "lead" them to purchase because there is nothing to make them refuse anymore.

There are 5 basic reasons why customers refuse to buy: (1) no need, (2) no money, (3) no motivation, (4) no desire, (5) no trust .

One of those five reasons why customers don't buy is that there's no need. But, customers, they themselves sometimes do not know what their own needs are. And "money" may be that the customer does not have enough money to buy the product, but it may be a lie. But the real reason is not lack of money, but because customers don't want to own the product. The third reason customers don't buy a product is because they don't feel the need to make a purchase right away. The most difficult task for a salesperson is to get the customer interested enough to make a buying decision right at the moment you are persuading them.

The most effective trick to get customers out of those "rigid" thoughts is to agree with them instead of forever convincing them to buy.

Remember that customers are only rejecting your offer to buy, not they personally rejecting you. Therefore, the most important reason why customers don't buy your product is when they don't believe you, even if they don't say it, but if they think or feel so. Therefore, requirements on professional ethics are necessary, especially sales profession.


Everyone's desires and tastes are the same. If you contact the right number of customers and the right audience, you will sell goods.

You must always have absolute confidence in your future success. When dealing with customer problems, trust and credibility are a solid foundation for you.

First of all, a salesperson must be a kind person, with natural ability or intuition to become a "house" of buying advice. In the field of sales, there are seemingly small things that complement you: clean polished shoes, a clean suit, appropriate makeup, freshness, good manners , know how to say thank you sincerely… all of these things make customers care about your confidence.

If you close the deal early, before you have established a solid value in the customer's mind, you don't really care what their needs and wants are, you seem to only care about what you want. is just to promote the next business, you have inadvertently created a wall between the customer and you.


When customers say “no” it means “I’m not sure I will,” but they prefer to make a new decision based on new information. Therefore, you should try to close the sale as soon as you have created value for the product or have aroused the customer's desire to own the product, not after you have provided all the information. to the customer and then closing to close the deal, that is a very serious mistake.

When customers refuse or say not enough money, it means that they don't feel that your product is completely worth the money you offer. At that time, you cannot suddenly change or lower the price of the product, but you can quickly change its value by providing more information about the product. This builds trust and an atmosphere of open dialogue between the client and you.

The mentality of "Trying to sell at all costs" is common among salespeople who have "questionable" work ethics or are only interested in short-term benefits and not aiming to build a long-term sales career.

You have to think that everyone you meet can be potential customers with countless problems that need to be solved. Be friendly and welcoming to all of them because you don't always know who you're talking to.


To be successful in sales, you must learn how to change intonation to make your voice more expressive, because in addition to listening, you need to know how to speak, and how to speak well.

You can practice your voice with a cassette player. By recording, you can correct mistakes during speaking. With a sentence, but if you know how to emphasize the right accent, it will create sentences with very different meanings. During the practice, you should consult with another friend, a colleague who acts as a listener.

Often, customers have a feeling of being bought wrong often overwhelms their desire to own, so you need to be clever in how to make customers feel that they are completely secure when buying from you. There are many customers who know the phrase “too expensive” by heart regardless of whether they have researched the product thoroughly or not. You must lower your voice, look directly at the customer, and say: “Dear sir, my company advocates that a price explanation is easier to implement and accept than to make many requests. product quality defect. I think you will also support with our service motto that will make you satisfied, is that correct, sir/madam?”

You are really serious and believe in what you say. Because, the salesperson is the most important factor in a sales process.


One day, I went to sell cooking utensils to housewives. Husbands seem to be concerned that they are about to be forced to buy something so they pretend not to be interested. I use the “inverse” strategy: I thank you very much for taking the time to listen to me. I came here with the sole desire to sell you a special set of cooking utensils. It will take a while for us to be on the market.”

Immediately, the husband wanted to know when this item appeared, they were willing to reserve an amount of money.

It's important to keep in mind that during my presentation, I was faithful to the truth.

I apply this psychological measure because human nature always seems to want to have things that will no longer exist or have a hard time getting them.

Professional sales people understand their work and customers, know how to use words and psychological measures to convince customers to agree. After you've done what you've offered to sell, you also introduce a number of additional services, all to serve the benefit of your customers.

When you win the trust of customers, it also means they will need you. The first order is trust. Customers often do not like to make any decisions, they are always in a state of hesitation. That's when the salesperson plays his role as a consultant.



Selling is about conveying emotions. If a salesperson can make customers feel about their products the way they feel about them, customers will definitely agree to buy.

To become a professional salesperson, you must be dedicated to your product, customers will be convinced by your beliefs more than any evidence you give to advertise the product's use.

A confident, positive-thinking salesperson who works on an honest and straightforward basis is the one who most effectively reassures the customer's fears, and truly sees the customer as the loser. if not buy your product.

You should not only believe in the product, but also believe in the company you represent, building a reputation for the company will add to your credibility in your sales career.

CHAPTER 8 – Empathy – What A Great Salesperson Needs

Agreeing means that your feelings are the same as other people's feelings about the same event. Empathy means that you understand how the other person feels, even if you don't feel it.

If you can get the prospect to smile and agree with you as you get to the core of your product presentation, your chances of a successful sale are substantial.

Even if you lose a sale, you should end the meeting in a way that opens a new opportunity for the next salesperson to enter the customer's mind.

Empathy is the ability to tap into another person's emotions and see their wants and needs reflected in their eyes. Without uncovering your customer's primary need, you can't come up with the best solution for them.

When you empathize with someone, you will understand and be sensitive to their behavior. Since you can see the problem quite clearly, you can help them come up with a solution to the problem. To truly be a seller, you must be able to separate yourself from the seller's position and put yourself in the buyer's shoes. If you understand how your customers think and feel, you will definitely sell more products because then you can better meet their needs.


To get what you want, you need to change your behavior. Before you change your behavior, you must change the way you think, and before you change the way you think, you must change the people that affect your thinking.

In 1982, the economic situation was so dire, nearly half of the insurance sales staff fell into a depressed mood and did not want to continue working. It is true that things are more difficult than before, but precisely because other insurance salespeople are not focused on their work, Calvin Hunt has more opportunities to sell insurance because there are few competitors left. He believes his sales are higher than before. It is the attitude that makes the difference.


If you are truly passionate about sales, you must begin to build a true self-image. Thus, you are not building your own career, but you are building people's trust. After all, it is they who create your career.

Self-awareness plays a huge role in improving your skills and performance. The ability to perform in front of an audience is one of the factors that help build trust, or attending lectures is also one of the steps you should take to build a true self-image.

The next step is to become an expert on the right sales tactics for your business. These tactics only become part of who you are when you truly understand and live with them.

You must understand that there is no one in this world who can make you feel inferior without your permission. But self-confidence or self-righteousness here is completely different from excessive complacency. All great salespeople have a positive ego. If they let their ego take over, they won't be able to excel. With the right self-awareness, you can meet many customers continuously without the mood being affected by the outcome of those meetings.


What customers complain the most is the impolite, indifferent, indifferent attitude and poor working capacity of the sales staff.

Therefore, the salesperson must be aware of the importance of each customer they are dealing with. The best way to get customers is to build a good relationship with the people you are dealing with from the first contact. Always value the time that customers spend and always use that time effectively.

Customers always expect and expect salespeople to be able to truly become a reliable "source of information", always answering their questions immediately, giving them wise opinions, positive feedback. due diligence on the product. A salesperson who knows how to build a good relationship and provide the best customer service, whether it is a piece of advice, product information or a personal opinion will certainly help. fully trusted by its customers.


Choose a product or service that you believe can solve human problems, and with dedication, you can completely become a professional salesman.

In addition to believing in the product, you should also believe that the company you represent is the most prestigious and you are satisfied to represent the company in front of customers.

Many people do not understand that a "good" salesperson is someone who can get people to buy something they don't want or never need. Today, the professional salesperson is a true mentor who can pinpoint the needs of the customer and then fulfill those needs in a practical way.

The seller is proud to be a contributor to the progress of the times, motivating inventors and inventors. The current customer trend is more towards marketing that incorporates customer opinions and is more linked to issues related to social responsibility.


You need to show your enthusiasm, not only to the first customer but to the last customers of the day. Every customer deserves your best service. Therefore, you must try to get used to the ability to work at high intensity. Therefore, health is an important factor. In addition to regular exercise, you need to follow a nutritious balanced diet and reasonable sleep time. Gaining the necessary knowledge to maintain a good appearance will enhance the effectiveness of meetings with clients. A great salesperson is one who balances the body, mind, and spirit.


Whether customers come to you or you are the one looking for them, no one can rule out the possibility that you will receive a flat rejection or harsh disparaging words from customers. In such situations, it will be very helpful to mentally prepare yourself in a positive way.

Mental strength built on the right foundation of knowledge and attitude will make a big difference in every deal you'll make.

You can build your own mental strength by reading good books, attending professional sales training courses, or holding company meetings. All these activities will instill in your mind a positive, clear, optimistic, and healthy way of thinking.



Not only in the field of sales, but in any other profession, we sometimes encounter situations that are not very optimistic. Don't react with anger, frustration, or disappointment, but adapt to it and say to yourself, "I'm going to make this deal!"

You have to remember, attitude while selling is directly related to understanding of human personality and a number of other things.

A dedicated, well-trained sales professional will inevitably act on his thoughts and attitudes to adapt rather than react to the actual situation he is facing.


A true sales professional must understand the customer's arguments very well, but it is the emotion that drives them to act.

Logical factors often affect what customers observe and see, while emotional factors have the effect of attracting them. Therefore, we often choose to practice on specific products so that customers know their operation and features. Use the right words and gestures when approaching customers, your sales opportunities will multiply.

You should always research more carefully, give more detailed presentations, have a deeper knowledge of the product. Organized, know what to do, where, when. Know how to listen and always discover the essential needs of customers.

Need to research about the product or service I'm offering. Carefully choose the best words and phrases, explanations, and expressions for your presentation. The general rule of salespeople is "to find what the customer wants and help them get it". With that, your confidence will be so strong that the customer feels convinced.

In today's competitive environment, you must constantly remind your customers and always take care of their needs. You can send each of your customers a greeting card on their holiday, new year, birthday or some special occasion. Referrals from old customers to potential new customers are extremely important, these referrals are "guaranteed", the easiest and surest method of building a sales career.


In order for customers to feel happy and comfortable before preparing to buy something, the best way is to make them proud because they have made the right decision before.

Remember, customers are always ready to provide all necessary information if you know how to ask questions. But you shouldn't argue, protest, or try to compromise on pricing. Maintain your usual confidence and calmly reverse the situation.

You create the image of a friend, and a consultant, always helping your customers choose the right product, and then make them happy with that choice. After each sale, you not only have one more customer, but also one more friend.


I once went to the dentist at Dr. McDougal's dental office, because I knew he was a good dentist. The professionalism of the clinic staff is reflected in the thoughtful care when taking care of their patients. Dr. McDougal is truly a honest dentist, and more than that, he is also a true sales professional because of his dedicated care and concern for his customers.

The teacher is also a sales person

I entered History class thinking that I would study just enough to pass the final exam. But when class ended and I understood why I needed to study history, I decided to become a history major. Mr. Harris is indeed an excellent salesman. He has "sold" to young people concepts and ideas to become more dynamic, creative and effective in the future world.


Bill, a reputable builder, builds houses just so he can make friends. Bill is wise enough to know that when he gets his job done, doing more than he gets paid for, to make a client like me happy, I'll tell anyone sooner or later. Anyone who wants to build a house, that Bill is the person they are looking for. Bill is really a professional salesman.

So, the secret of life is, salespeople must understand that ultimately, what they're selling is their own attitude and service.

PART IV – RELATIONSHIP BETWEEN Imagination and Word Picture

CHAPTER 19 – THE ROLE OF Imagination in Sales

Most customers really don't want to say "no" to a salesperson. The reason is that the word "no" is too definitive, it feels like it marks the end of a relationship. Therefore, instead of answering “no”, many customers often say: “I want to think more”; "let me exchange it with my wife...", they even lied to the salesperson so that they wouldn't have to say "no".

Three elements: imagination, emotion and logic are at play in this case. You break down the selling price of the product into numbers so low that the customer can accept it. When you offer a cost-effective product or service, you have to convince customers until they can imagine and understand that they have to pay for the item whether they buy it or not. Since it obviously costs more not to invest in an item than to spend money on it, they will decide to invest.


The "marriage certificate" tactic

When I was in the insurance business, it was easy to get discouraged when I met a customer who tried to refuse a purchase with very polite and gentle words.

I took out the “marriage certificate” that I designed and printed and said:

– “I will 'marry' you!” and explains the content: “From now on governs Zig Ziglar's relationship with John and Mary Smith. Zig Ziglar pledges to be available at any time at the request of John and Mary Smith. Zig is committed to fully implementing tax obligations and social security policies. And, he can offer helpful advice on their insurance needs. John and Mary Smith jointly pledge to empower Zig to serve. John and Mary Smith can revoke this certificate for any reason, but Zig Ziglar cannot.”

The couple looked at each other and laughed loudly, John said:

“Mr. Zig, is this legal?”

– “Completely legal” I replied

"Then I agree," replied John.

I added: “I am not only providing this service to you today, but I am committed to serving your future as well. I will become a "part of their life", becoming the person who ensures their safety."

Business card: For Ira Hayes, he has hundreds of miniature photos of himself and when he sends a letter or gives a business card to someone, he always attaches such a photo to the business card or invitation. This is very effective. People always recognize him wherever he is.


Thom Norman's forte is phone sales, but he also learns and researches a lot about other sales methods. For him, the success or failure of a deal depends a lot on your wording, and that expression cannot be without important words.

The first word is the name of the customer, this is the smooth, easy-to-listen and favorite sound of everyone. Repeat their name often during the conversation because it is also the link between you and the customer's emotions.

There are words that can soothe customers' feelings instead of making them indifferent, refuse. For example, it is easier for a customer to accept an agreement than to sign a contract; Certainly many people prefer to hear the word investment rather than purchase. Words and phrases that make up vivid pictures will help you a lot.

Tactics of using “word pictures”

Mrs. Lowe was about to sell the house, she asked realtors to post and advertise "standard" type: "Cozy six-room farmhouse, with fireplace, garage, bathroom, near Rutgers campus, courtyard advocacy, elementary schools…” All of this information is very accurate, but most people are not attracted, even if it is the convenience of the product.

Three months later, Mrs. Lowe put the house up for sale herself, here's her ad:

“We will miss our home very much.

We lived happily in our house, but two bedrooms are not enough for the whole family. So we had to move. If you like a cozy atmosphere around the fireplace, gazing at the trees behind the wide windows on an autumn day, away from the hustle and bustle of the streets; or if you like a shady yard in summer, or clear sunset skies on a winter afternoon; a space so quiet that the sound of frogs can be heard clearly in the spring. You can also enjoy the convenience and convenience of the city then you will probably like our home. We hope so, we don't mean that roof has to be lonely and empty as Christmas approaches."

The very next day, six people called asking about the details of the house, and one of them bought it.

After-sales Tactics

Thom Norman chose to draw pictures with words through letters (the next day at the latest). Those letters must be handwritten, the content of the letter sincerely thanks the customer for trusting, it will be fun to visit the family and more happy to know that the grandparents are receiving the benefits of the product. If you need or want any assistance, please don't hesitate to contact me.


Through the use of words to repeat descriptions, each company or product has built its name, because they arouse in customers the hope of good benefits. that the customer will receive when purchasing that product.

The menu of the Hyatt hotel

The “attractive salad” is very suitable for the taste of California artists. Food is a combination of colors. It is the pink color of strawberry, bright yellow of banana, green of melon, rich yellow of pineapple, purple of grape…”

The “for those who like protein. It was the thinly sliced ​​​​Massor Thang with a choir consisting of a variety of fresh vegetables, fruits and eggs, and the audience was lettuce leaves with the help of cool yogurt and fat-free cheese."

The “Ooo and Aaa” Strategy

During the conference, about to introduce a product, I looked around the audience, smiled, and said, “Now, everyone before you take this product out of the sample box and show it to a girl, Here's what you need to do: Look at her, give her a big smile, and say, “Mary, now it's going to be what we call 'Ooo and Aaa'. We call it that because when she sees it, she says, “Oooh” or “Aaa.”

I took the dish out of the sample box, held it up in front of the audience, and everyone said "Oooh" or "Aaa". That unique disc became a bestseller.

Warm, descriptive words create images and sounds that have a significant impact on customer decisions. You need to become a “language expert” to truly reach the pinnacle of your sales career.



Every time a customer makes an objection, it means they are interested in your product or service. There are many different types of customers, so there are many types of objections. So, when customers raise objections, you should be happy instead of disappointed or discouraged.

In fact, there are four times to respond to objections: (1) before they appear, (2) when they appear, (3) after they appear, (4) never.

There are objections you may not care about, but if the customer repeats it a second time, then make sure it is very important to them.

The best time to deal with objections is before they arise, it's important to put yourself in the shoes of your customer, anticipate objections you may face, and address them in the process. presentation of. You record the presentation, listen back, and carefully analyze any points that are unclear, lengthy, confusing, or even omit some key points.

When a customer is watching a “show” of how to use your product, you may hear, “Oh! Watch the guy play tricks with that machine!”, “I can't do it” etc… Invite customers to try the product.

When the customer objected: "That price is too expensive". You might answer: “I totally agree with that, sir, because good things are not cheap and cheap things are not good. When we decided to produce the best products with as many functions as possible, we put ourselves in the shoes of our customers and tried to determine what was best for them, that's why Why do we praise these products without hesitation?”

You should be open with customers and let them buy when they are ready instead of insisting that they have to listen to the entire presentation before “allowing” them to buy.


Some of the most common types of customers you encounter are those who are your opposite. But you must remember: “The salesman's goal is not to beat the customer, but to convince them, to make them feel that they will be happier and happier when they buy your product.” You should not talk constantly and force the customer to listen. The best way to make a successful sale is to give the customer the chance to “speak” with you.

Confident customers: When dealing with this type of client, you just need to be frank and open. Tell funny stories, their chances of buying will increase, because they love and trust you. Although it is easy to persuade, they do not want to be pushed and pressured.

Customers are skeptical: They never believe that there are always good people and always think that someone wants to "play" with them, they are also conservative. Absolutely do not argue or completely refute what they say. Once they've "flowed" they'll notice that you're listening and really care, then you should politely say, "I'm so glad you talked about it. And I'm also talking about this, we are indeed having the same goal. I'm happy for that, sir."

The customer is hostile: Maybe this customer has been exploited or cheated by salespeople in the past, or the previous salespeople simply did not listen to their complaints. Listen to what they have to say, and say: “I understand how you feel right now, I have met many customers with similar feelings, when listening to you, I think most Most frank and open people like you are also willing to listen to other people's opinions and explanations. I am very pleased that you expressed your concerns with such an open mind.”

Indecisive customer: Probably the least happy of all types. He always hesitates, hesitates before everything, especially for big deals. You help them regain their confidence; Show empathy for them, put yourself and that situation. Let them know you are always there to support them with all your heart. You convince them to buy your product, firmly but not harshly.

In short, what kind of person is your customer, they all want to be the right person, want to be understood and appreciated by others. Our goal is to meet their needs so that they become our real customers.


Faced with objections from customers, one of the most important things you need to do is ask questions: Questions will help you drive customers to action. Together they help you uncover the biggest driver of their purchase.

You have to remember, your job is to sell, not "answer every objection". In fact, customers are very rarely completely satisfied with everything related to your product. There are objections that you cannot resolve. As long as they don't say "no" directly, we still have a chance to make a sale.

When the customer says: “I will think more…”. Smile and say, “That's great! I'm glad to hear that he wanted to think more before making a purchase. And I think he asked himself 4 questions and he answered "yes" to three of them, which are: (1) Do I like it? (2) Do I want to own it? (3) Can I afford it? (4) When do I start enjoying the benefits it brings? Apparently he was the only one to answer that question. But I add that the price may stay the same or even increase, do you think you should buy to enjoy that benefit now? Because, the cost of using it will decrease every year, every month, every day. Can't wait five years to buy it, can you, sir?"


When your client has two or three objections, look him in the eye and say, “Sir, I want to ask you a question: Is this the only obstacle between you and your ownership? the item, or is there something else, that bothers you?"

If the customer says, “No, this is the only thing I care about…”, that's when you should tackle the problem and offer a positive, emphatic statement: “I believe that's the solution. answer your question, is that correct, sir?" At this point, if you have not received a positive answer or a significant response, you should continue: “I am very happy to be able to answer your question, because I know you will love the product. this product”. You may think it's time for you to "close" the deal, because this client said he has only one objection and you've also asserted that the barrier (question, objection) has been deleted.


While dealing with customer objections, you often have to include tangible values ​​as a reason for the customer to buy a product, while emphasizing intangible values ​​as an excuse to buy. For example, you could sell a very nice piece of land by the lake, a great home for retirees. The land is a tangible asset which is the reason to buy it, but if you are going to go into the sale you need to give it an intangible value so that the customer can buy it.

You say, “Sir, in addition to owning that beautiful piece of land, you also have a lake full of fish that comes from streams and is covered with grass all year round. He can freely use the golf course, go for a walk or bike on the quiet and fresh trail. Perhaps, the most wonderful thing is that you can have peaceful moments here…

At this point, you can close the deal by saying to the customer: “Sir, throughout your life, you have dedicatedly worked and contributed to the future. Have you ever thought that the time has come when you deserve to enjoy the fruits of many years of hard work and dedication? You owe it to yourself!”


Socrates said: “If the other person does not hesitate to agree with your statement (they cannot refute it), use it to ask a series of follow-up questions and close the issue with a question. decision. I believe you will get the answer you want.”

Some questions are always associated with a certain attitude, others have to do with creativity and predictability or other tricks.

For example, if you work as a real estate agent, then after getting acquainted with the client, you should take them on a tour of the house you are recommending. You should ask questions like: “Where do you plan to place the sofa in the living room? Where is Johnny's bed, sir?" Customers have no reason to be upset with questions like these. Or: “If this house is nothing special other than location, it deserves your attention, right, sir?”

Binding Tactics

When a customer asks: “Is this product available in blue?” A "yes" answer makes it even harder to get close to closing the deal. At that time, you should ask again: "If there is a blue model, would you like to buy it, sir?"

These questions will help you “bind” the customer more. Especially important in the "binding" strategy is that you should use simple words and emphasize a few main ideas.


It is better to use an effective trick or method that you know well than to know many techniques and not use any at all.

You should remember that customers say “no” to your product when they have not gathered enough information to say “yes”. Therefore, we need to add information and reasons and reasons (emotional and rational) that justify their buying of the product for their benefit.

Under the "disclosure" tactic, companies must "disclose" to customers all the information of a deal. Ethical salespeople and companies support this rule. Many times the customer will say “no” but after having a “quiet time” and receiving enough additional information, he will make a yes decision.

Sometimes salespeople will encounter difficult and frustrating deals. That's when they asked a "push" question but the customer remained silent. You should not continue to be silent, just for a moment, when you see what the customer is about to say, it is time to speak up. You smile and say, “Sir, when I was a child, my mother used to say that silence is consent. In your opinion, is it true what my mother said?" This is how to put pressure on customers. But the first purpose is to create opportunities for customers to create pressure for themselves.



The first view: Salespeople have put all their faith and enthusiasm in the product, so they are sure they can convince a lot of people to make a buying decision.

Second point: When a customer says no, you have to be really nice to them. Give customers the opportunity to feel the value of doubt so that they can change their wrong decision.

The third point: The winner of every trade is always the one with the best training.

The fourth point: You understand that the selling process, along with honesty, is something you do for someone else.

When someone raises a rational objection, solve the problem emotionally, and when he raises an emotional objection, use reason to solve the problem.

The first key – “Positive Prediction”: The message of this tactic is that before you speak to a customer, you must have faith in your mind that you will make a sale. Always put yourself in a state of being both technically and emotionally ready to sell.

You should evaluate customers, find their weak points and believe that you will definitely buy when you go to them, because at any time you can give the customer an excuse and a reason to buy as well. If you make them feel comfortable buying, you will definitely win the deal.


Second Key – “Assumptions”

You have to assume that the customer is someone who is happy to talk to you, has money and buys from you, the sight of you delivering. You have to assume and see the end result as you want.

During the sales process, you need to clearly visualize, memorize and practice over and over exactly what you want to say. You also need to anticipate the customer's reaction, seeing them nod, and then the image and face of the customer excited after receiving information about the product you recommend to them. The tone, the words, the phrases all point towards the same goal. That's the "assumption" tactic.

In order for things to happen as "supposedly", you have to prepare your appearance to be impressive, fresh, clean. Goods are also neatly arranged, carefully taken care of. Think carefully every step of the way, you will convey your feelings to the customer, and the deal will easily come to fruition.


The third key – “External impression”

Visual impressions are also reflected in the fact that you really listen to what the customer has to say with both your ears and eyes, observing what the customer is doing. For example, their mouth says "no" but their hands keep stroking the product, pretending to like it. The customer can lie with words but his actions cannot be hidden. If they come back to fiddle with the product again, you can rest assured that the customer can buy it. You just rely on that to continue to convince and suggest customers to order.

Fourth Key – “Enthusiasm”

Enthusiasm plays a huge part in conveying our feelings for the product we are selling to our customers, creating a successful deal. But when you go overboard, you can lose the deal. But you can trust that you may miss a sale because you are too enthusiastic but you will miss a hundred deals if you do not show your full enthusiasm. Because customers may feel you are trying to dominate or impose your thoughts, beliefs and products on them.

Key Five – “Ask the follow-up question”

No one wants you to sell them anything. They will feel satisfied and even excited with the purchase if they make the decision for themselves.

However, for customers to make their own decisions, salespeople also need a closing strategy, the simplest and most effective is the "three questions" tactic, which is applied after you have convinced the customer. customers that your product can save money, time, energy…

For example, when you describe a cost-saving feature, you ask:

1. “Do you think this product can save you money in some way?”

2. “Are you interested in saving money?” (wait for the answer)

3. “If you have ever intended to start saving money, when do you think is the best time?”

The last question is binding and decision-making. If the customer is honest, you close the deal.

You learn how to ask questions, to practice this skill you need: record questions you already know, always listen and adjust your tone. Find ways to talk to good sales people, build a library of books about sales. When you hear a good and effective sales question, you should write it down in your notebook.


Key Six – Be “Really Listening”

Listen to what the customer has to say and imply. Listen to them all – but keep in mind only a few of the most important ones. You must pay attention to the eyes of the customer, and you must see everything with your own eyes.

The simple formula to help you “hear” with your eyes is the “CHEF strategy”: C stands for “chin” or “cheek” (check); when a customer rubs his chin or cheek is a sign of contentment. H (hand) represents the hand, if the customer rubs his palms, he shows a sign of wanting to own the item. E (eye) represents the eyes, the wider the eyes, the more intently they want to understand what you have to say about the item. F (friend) symbolizes friendliness. Body language never lies. When you recognize those signs you need to take advantage of the opportunity to close the deal.

The Seventh Key – “What Is Coming”

It is certain that goods sold today will be more expensive in the future, with a few exceptions. You will convince the customer that the product he intends to invest in is very suitable for the development trend of the economy and its value will be greater in the future.

Many times a customer is very interested and interested in the product that you are selling, suddenly he is drawn to another product that is actually not what he likes. Remember, when you're dealing with clients don't let them distract you. You have the sole goal of serving them with your products and services.


Of the keys to persuasion, “persistence” is the one that is most often misunderstood by others. It is thought that the persistent salesman is "stubborn" and "tough-talking". Actually, this is not "persistence" but it is an act of putting direct pressure on customers.

The persistent person is the true salesman who wants his customers to own their products so much that he will work tirelessly to get them to buy them. Because he truly believes that his product will benefit customers. Persistence is the key, learn to use it, but don't overdo it. Persistent people win because they believe in their product.

The Ninth Key – “Encouragement”

Incentives are your personal connection to your customers. Treat people as if they were a valuable customer because they really are, so that they will come back to buy from you again and again. You should smile, have a pleasant attitude through discounting, paying in cash. That makes your sales job more comfortable.

The Tenth Key – “Sincerity”

The key element of the sales process is the salesperson himself. Trust is essential and sincerity is the key to opening the door of “I trust you”. If you have a deep belief in your product, you can pass that belief on to your customers, and the key to “sincerity” will help you sell more. You have to understand that, now, the world of sales has no place for liars who will never achieve anything in professional sales.


Stories are the most effective way for you to convince your customers to make a good purchase by using the influence of a third party.

Take advantage of common sense, add specialized knowledge, add a little philosophy, poetry, and you will see different results.



Science and technology help sales professionals increase sales and serve customers better. It is the responsibility of the salesperson to identify the technologies that best suit his or her business needs and apply them to the business to maximize sales.

You can use many different types of modern technology devices such as: mobile phones, laptops, PDAs... They will help you to communicate easily with the company, with customers no matter where you are. Where, you can store data about customers, recommend products, read letters, reply to letters, write reports, schedule appointments, notebooks...

E-mail is a great advance. Through email you can answer questions for customers, talk to them. But you should not use e-mail to avoid trouble, but must be strong enough to confront it. Don't try to solve an important issue over email. Be polite when emailing, keep it as brief and concise as possible.

The internet is a very powerful business tool. You can find out information about competitors and customers as thoroughly as you want. The internet provides sales professionals with a series of websites that allow them to learn a variety of useful sales tactics and skills.

If you have never used the available technologies to develop your sales career. Get started and act now.