What God has put inside of you is waiting to come out. Many times, all you have to do is wake up your potential inside. What I am saying is that we have to keep on growing. I’m a huge advocate of Automobile University. I just believe that it’s the most important university in America. Listening to audio programs in your car can do so very much for you. Now, when you think about it, we spend hundreds of dollars every year dressing the outside of our bodies, such as the clothes, the haircuts, the shaves, and the goop we put on our hair. We spend thousands of dollars on our cars in order to get to our sales calls. But, how much do you invest on what goes into your head?
The question we have to ask ourselves is this: if we are willing to spend all this money to dress up the outside of ourselves before we make a sales call, doesn’t it make sense to also know what to say when we get there? You see, that’s where Automobile University comes in. I can’t tell you over the years how many thousands of salespeople have said to me, “Zig, between calls I listened to those audio programs. I either listened to a new closing technique or a new motivational technique because if I just missed a sale, I want to be certain that I’m up for the next one.” Bury that missed sell and go to the next one. I really do believe that the motivational teaching you receive in Automobile University does make a huge difference.
Another thing to keep in mind is that you need to keep listening and listening and listening to the same programs over and over again. When you’ve listened to it enough times so that you can finish the sentence before it is said, then it becomes self-talk. The most important conversation that you’ll ever have is the conversation that you have with yourself. The most important opinion you have is the opinion that you have of yourself. Salespeople must keep growing. I love what Jim Rohn said. He said, “Formal education will earn you a living. Self-education will earn you a fortune.” You see, you determine how much of a fortune you will earn by how much self-education you decide to get.
Why do I talk about listening over and over again? Why is repetition so important? A Stanford University study said this; oh, and by the way, I learned this in Automobile University. Stanford said that 95 percent of the people who hear, understand, and agree with a principle do not have the ability to apply it to their lives because they do not have the necessary resources. We are talking about three kinds of resources. Number one is the seminars that you attend. And we are delighted to have you with us here today. Number two is what you learn in Automobile University. And, number three is what you learn by reading. The investment of time and money you make in yourself will pay more dividends into your life than you could ever imagine.
Another thing we have to be aware of is that we need lots of energy to compete in the world of selling. We need an energy reserve. We need a physical reserve so we must eat right and exercise to take care of our bodies. We need to build that mental reserve, and that’s the reason I keep talking about Automobile University. And then, we need to look into building that spiritual reserve. Now, I know in some areas, people say, “Wait a minute, Ziglar. We don’t talk about that spiritual stuff around here.” Well, that’s too bad. You see, you’re going to be dead a lot longer then you’re going to be alive. So, we need some long-range goals. Let me just say this. I happen to believe that there’s a lot of scientific evidence that supports my position. For example, the Dallas Morning News published an article back on February 12, 1996. It was an article about a study that was done by the Heritage Foundation. They discovered that regular worship service by the family reduces suicide, drug and alcohol abuse, crime, out of wedlock births, and divorce. People who go to church are far happier and healthier, they have a lower rate of depression, a higher self-esteem, longer and happier marriages, and can you believe what they put in the Dallas Morning News? They also have better sex. All I’m telling you is that it ain’t a bad deal. Not only that, but these families earn an average of $11,000 more than those who do not go to church.
Incidentally, you won’t be by yourself when you go to church because on any given Sunday, more people attend worship services than go to all the major league games all year long, plus all the NFL football games all year long, plus all the NBA basketball games all year long. And on Easter, it is not even close.
The last thing we are going to talk about, which we especially need in the world of selling, is the love and care for our prospect. I’ve often said that our values as sales professionals should be higher than anybody because we are trying to persuade people. You see, the con artist can persuade people to take action that is not in their best interest. If you have the best interest of your prospect in mind and you know what you have to offer in the form of your products and services is for their betterment, then you can sell with honest enthusiasm, close with conviction, and ask for the order with confidence. When you want them to buy because of what they will gain more than you want them to buy because of what you will gain… that’s pure love. That’s what it’s all about. People don’t really care how much you know, until they know how much you care about them.
Let me say it again; the minute you start to pull for them to buy for their benefit, you become more professional, more effective, more loving, and you'll sell much more. And you'll be able to go back and sell them again and again and again, and they'll be more than happy to send you to their friends and relatives. And when you do these things, you not just have a job in sales; you have a career in the world of selling, which in my opinion is the greatest profession in the world.
Jack had never felt so energetic in his life. As he and Digger walked out of the auditorium into the bright, sunny, Cincinnati morning, Jack felt as though he could take on the world. Digger knew what he was feeling. Digger said, "You must now capitalize on the motivation you feel and the knowledge you have just gained. Here is a list of action steps I want you to ponder as you go make your sales calls today. Digger handed Jack a sheet of paper that read:
Digger Jones' Recommended Action Steps & Thoughts on Selling-The Proud Profession, by ZigZiglar
1. Be proud of your profession. Selling is the most honorable and needed profession in the world. Remember, you help shape the economy.
2. Your character is the most important tool in your tool chest. Guard it and your word with your life...because they are.
3. Be sold yourself on what you sell. If you aren't, they won't either. Remember what Zig said: "Selling is a transference of feeling." Believing in what you sell creates passion, belief, and conviction. The prospect picks up on these elements more than anything else.
4. Selling is a people business. Today, we are in what is called Relationship Selling. Your first goal in selling is to build a relationship with the prospect. It has been said that with all things being equal, people buy from their friends. All things not being equal, people still buy from their friends.
5. Always have motivational and sales-related audio programs in your car. Listen and learn as you drive to your sales calls.
Now, go out and make some sales.
Digger Jones
Chapter Two
Highlights of the Perfect Sales Process
By Tom Hopkins
Jack and Digger walked into the beautifully expansive lobby of the Hilton in downtown Cincinnati. Jack looked up at the historic paintings that covered the cathedral ceilings.
“Well, you are in for a treat today,” said Digger. “Many people have heard of a Mastermind Group, but very few take the time to be a part of one. These nine individuals you are about to meet have become for me my success cabinet. Any time I am stumped on a project or considering a new entrepreneur enterprise, I toss the idea first by these nine wise professionals.”
“You see Jack, my nine friends and I form ten brains. Ten brains are better than one. We put our brains together and help create success for each other.”