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Welcome to the world of professional selling. You are in for the ride of your life. Why? Because of all the “helping professions” in this world, professional selling ranks with the best of them.

Selling is an honorable profession. Sales professionals are held to a higher standard than other professionals. Why? Because salespeople are trained in the skills of persuading and influencing. Therefore, we must hold ourselves to the highest ethical standards. Much like any other profession, success in sales requires dedication, commitment, and a strong desire to excel. At Ziglar, Inc., we emphasize three components to overall success: the will, the skill, and the refill. The purpose of this book is:

To teach you how to sell. That’s right. It is just that simple and straightforward. The purpose of this book is to teach you the practical skills, techniques, and strategies necessary for sales success. We refer to this as your skill.

To prepare you for the emotional aspect of sales success. Your attitude is an essential element in successful selling. Whether you are a rookie or a veteran salesperson, your attitude is vital to your success. We refer to this as your will.

To encourage you to continue to learn your profession. I have been in sales for more than 40 years and I have never known anyone who has ever “graduated” from learning to sell. You should continue to invest in your skill and will with new information to support your success. We refer to this as your refill

Here’s a key point: If you apply the lessons in this book you will be prepared to make an effective sales call. You will fully understand the skills necessary to make a sales call with confidence and competency.

The bottom line is this. You will learn how to sell, how to prospect, how to initiate contact with a prospect, how to make an effective prospect-centered sales call, how to “lead with need” when presenting your solution, how to manage resistance/ objections, how to gain agreement, and how to conduct yourself in a professional manner. Along the way, we’ll talk about the mistakes to avoid and how to handle the emotional demands of the profession.

Selling can be a most rewarding career for you if you desire to:

help people

solve problems

create opportunities for people who didn’t think those possibilities applied to them

assist people to better their lives

help others achieve their dreams

contribute to the profits of businesses and organizations

meet a variety of people

be a teammate

create positive atmospheres

challenge yourself to grow and develop

provide for yourself and your family

be rewarded for your efforts

be recognized

earn a living

compete on a daily basis

Well, you get the picture. It is a great profession. It is an honorable profession. What you do as a sales professional ounts. What you do matters. Respect what you do; embrace the profession that you ’ve chosen, or the one that has chosen you.