Your Recipe for Sales Success
by Zig Ziglar
March 15, 2004

One hundred and seventy-five of the Fortune 500 CEOs are former United States Marines. I don`t need to tell you that the Marines teach organization, discipline, and commitment. They also teach loyalty, personal responsibility, and mental and physical toughness. In the sales world those qualities will take you a long way. As a matter of fact, combine those with sales knowledge, a caring attitude, and some reasonable social skills, and I would label you a "can`t miss" salesperson. Now take those qualities and tie them to a product you believe in and with which you are compatible, and you are on your way!

The Time of your Life

The discipline we all need is attainable. Specifically, if you and I can look at the benefits of starting our day at the proper time-on a regular basis-we will be inclined to do what is best.

Sales giant Walter Hailey says research proves that 70 percent of all sales are made between 7:00 a.m. and 1:00 p.m., 20 percent between 1:00 p.m. and 4:00 p.m., and 10 percent after 4:00 p.m. When people are energetic and just getting their day started, they`re obviously in a more optimistic and responsive frame of mind. In addition, these sales result from the fact that salespeople are also more excited and motivated about what they are doing.

Discipline and organization make a difference in sales. Because salespeople have so much freedom and independence in the world of selling, they do not always exercise good judgment or sound integrity as they go about the business of selling. They don`t really get to work or to a presentation on time; they don`t make all of the calls they claim to make; they don`t really work the number of hours they put down on their reports; etc. In the process they can fool their managers or employers, but in the end, they are only hurting their own bottom line.


Recipe for Sales Success

Generally speaking, the high-producing sales professional does work harder than the average producer. The reality is, simply outworking your competition will put you in the upper echelons of selling. I`m not talking about working 80-90 hours a week. One extra hour per day in high-payoff activity will allow you to out-distance most of the field and surprise yourself in terms of people helped and dollars earned.

Next, add integrity, discipline, and organization to the recipe, and you catapult very quickly to the top ten percent of all sales people. Throw in a constant quest for knowledge and learning about how to become "even better" as a professional salesperson while becoming adept at the new procedures and latest industry trends and you will move into the upper five percent.

A common trait of the top producers is being "time-conscious." Professionals know that everyone has the same amount of time- 24 hours per day- and that one of the keys to success is the use of this allotment of time.

Sales professionals don`t count time; they make time count. They keep careful record of time spent on all areas of sales and maximize their travel time by listening to educational and motivational recordings or rehearsing the verbiage for the next presentation. Independent sales professionals who discipline themselves to keep detailed records are more productive, and companies that require detailed reports of a salespersons` activities have a more productive sales force.

Consider the "time-killing" activities that the nonprofessional salesperson permits to occur and the fact that most salespeople spend too much of their time doing nonproductive tasks, and it is easy to understand why as much as 80 percent of the salesperson`s time is involved in activities that do not directly generate business. The prime reason the high-producing sales professionals are careful in their record keeping is to make certain they devote the bulk of their time to face-to-face sales and service situations that directly and indirectly lead to increased sales.

Efficiency vs. Effectiveness

You have heard before that "efficiency" means doing things right; "effectiveness" is doing the right things.

One of the most effective and efficient men I know is Dave Liniger, the founder of Re/Max Realtors. He has established an atmosphere that encourages the people around him to get the most out of their time and themselves.

Dave discovered that 47 percent of the top 100 Re/Max producers had personal assistants who handled some of the "nonsales" responsibilities. These "helpers" were involved in activities like putting up and taking down "For Sale" and "Sold" signs in yards, having cars serviced, making routine phone calls, and handling the 1,001 details that can consume time.


Delegating nonselling tasks frees the professional salesperson to spend more time prospecting for and talking with clients, which are far more likely to lead to more sales more often. Increased sales means a boost to the economy and the income of Re/Max associate. Interestingly enough, while these top producers work longer hours each week than the other sales associates, they were far more likely to take vacation- often taking as much as four weeks off per year.

The conclusion is clear: the better you utilize your time, the more income you will generate; and the more free time you will have for your family and for taking those nice trips. In short, high income salespeople work smarter, not necessarily harder, and they utilize other people more efficiently and effectively so that everybody wins!

Systematic Success

Everyone needs methods, techniques, or systems for accountability. In athletics, the scoreboard tells who won and who lost the game. In the business world, some say the check stub tells who won and who lost the game. In both cases I disagree. The best team does not always come out on top on the scoreboard and the best paychecks don`t always belong to the top performers. The scoreboard and check stub are indicators of performance, but they are not the final word.

True professionals (in any and all activities) have the peace of mind knowing they did the best they could with what they had at any given point in time and that they are being true to the value system in which they believe. This can be accomplished only with a system that allows the people seeking success to hold themselves accountable for tasks and objectives.

None of us can manage time, but each of us can account for our use of this precious commodity. I do believe that in order to be successful, you need some system of accountability. The most important thing is not which system you use-the most important thing is that you have a system!




Results

Great managers begin by managing results. When results aren`t there, they manage and train on techniques and skills. When techniques and skill training is not getting results, outstanding managers focus on activity. All that is to say, as you get results, be sure you know how and why you are being successful so that you can replicate success. Nothing is more devastating than the salesperson who is "on a roll" and selling everybody in sight to suddenly just "go dry." Nobody is buying anything. What happened? How could this happen? What can I do to get back "on the roll?" The only way to answer these questions is to evaluate your activity and results.

Why did your last customer buy from you? Where did he or she come from (source)? How long did it take you to complete the sale? Was this longer or shorter than usual? How many referrals did you get from this satisfied customer? What is your current closing ratio? How does this compare to last week? Last month? Last year?

Some of you are obviously thinking that if you spent the time necessary to be able to answer these questions, you would be spending all your time in record keeping and none in selling. Please forgive me if what I am about to tell is too direct for some of you, but that is a lazy, stubborn, close-minded, loser`s response. (Bet I got your attention!) Salespeople who "fly by the seat of their pants" are nonprofessionals who cause the professional`s reputation to suffer. Now let me hasten to add that from time to time we all fall into that negative category. I will be the first to admit that keeping the proper records, paperwork, and details is not something most of us enjoy.

However, to be the professionals we were meant to be, we must find a comfort level. With the proper evaluation of activity, I promise that you will find more than enough time to keep the records that allow you to answer the questions that heat the warm water of mediocrity and turn it into the boiling water that steams you to success.

Misconception: Too many people think that organization and discipline restrict spontaneity; the exact opposite is true. When sales professionals take the necessary steps to become even more organized and disciplined, they are taking steps toward maximum utilization of time and effort, which frees them in all areas of life!


A Tip to Remember

If you sell a product that requires instruction or know-how to use, check back within two or three days to make certain the prospect understands how to use the product to its maximum potential. Your prospect will benefit (with insight) and you will benefit (established relationship and future prospects).