What if the secret to closing more deals isn’t more leads—but a mindset shift that changes the way you serve your customers?
In this episode, we dive into the timeless lessons of Zig Ziglar, the legendary sales trainer and motivational speaker who inspired hundreds of thousands of salespeople to close more deals. His key insight? Sales is a service-driven profession, and success comes from your attitude and mindset as much as your techniques.
By listening, you’ll discover how to:
- Harness a positive, service-focused mindset to build stronger relationships with customers.
- Apply Ziglar’s principles to lead your team more effectively while serving both customers and colleagues.
- Close more deals without chasing more leads, by focusing on what really matters: serving your clients better.
Listen now to learn how adopting a Ziglar-inspired, service-driven mindset can transform your sales and leadership results.
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Episode Transcript
Ben Wright:
In this episode, we will discover how mindset is just as important as technical skills in leading a sales-driven business.
Intro:
Welcome to Sales Process Made Simple, the show helping seven to eight figure industry construction and trade, sales and business leaders finally end the stress of inconsistent sales by simplifying your sales systems so your team can close more deals and grow faster.
I’m your host Ben Wright, a leader who has been building businesses and sales teams just like you for the last 20 years.
Ben Wright:
In this episode, we’re going to have a look at a man named Zig Ziglar, really cool name. Unfortunately, Zig is no longer with us. He passed away in 2012, but he was a man who was a motivational speaker and author who was, I think celebrated is the right word, celebrated for inspiring millions and millions and millions of people.
He wrote 30 odd books. I think there was more, but at least 30. One of his big ones, Secrets of Closing the Sale, is still one of the most influential and most read sales books that’s ever been put out to the market.
Super energetic style. He’s a man that I think many could profile great energy levels off. Look, I think it’s fair to say that energetic style also made him reasonably well liked in terms of how he went about things.
Look, Zig had a career that went across decades and decades. From my numbers, there were over a quarter of a million people that went through, or a quarter of a million sales people, in fact, that went through his training programs. The end result that a lot of these sales people drove for was around increasing their closing ratios.
What we’re going through today is all about how we can learn from legends of our field. I call them legends of the past. We do this once a week.
Today, I think it’s all about having to think about the impact that Zig Ziglar had. It’s a focus around closing more deals rather than necessarily generating more leads. For me, and I had a little bit of exposure to some of what he’s done along the journey, he wasn’t about necessarily just teaching sales techniques, but he was also about how we focus or we should focus so heavily on our mindset so that we’ve got real purpose and real positivity in our sales going.
When I’m profiling Zig Ziglar, the key reason I think that he was able to succeed through his books or his key messages that came from it was that sales is a service-driven profession. It is fundamentally one where we are there to service a customer. I think particularly in the trade, the building, the industry, the construction type of industries, these messages can get lost.
Certainly, in my dealings with business leaders, with sales leaders, and as a customer, often these industries don’t focus enough on how the customer is there to be served, on how we are in a service-driven profession and we need to make sure that we’re looking after our customers. That means things like having a positive attitude, a good mindset, being sincere. We spoke last week about Barbara Corcoran building out a personal brand.
I think for this week with Zig, it’s all about recognizing that we’re in a service-driven profession and that we need to make sure that our attitude and our mindset are positive enough to allow people to have the freedom to want to work with us. Funny thing to say, but to encourage people to actually say, you know what, I can work with this person or if we’re leading a team, I can work for this person or if we’re influencing others, this person can be a colleague of mine. A lot of that comes down to having an attitude and a mindset around serving others.
As a leader, where are we serving our team and where are we building their capabilities, where are we building confidence? Yes, where are we instilling rules, but at the same time, where are we serving them to be better at what they do? As a salesperson, where are we serving our customers to make sure that we’re helping them get the results that they want? That’s the key message I’d love you to think about from today, how you as a business leader or a sales leader can bring a great attitude and positive mindset to your teams and to your customers and really create that service-driven culture within your business. Because certainly, particularly in the trade industries, we see this lacking all the time and I have without question worked with businesses who by simply changing their attitudes when it comes to customers have grown their sales and they’ve done this not by generating more leads, but they’ve done it by closing more of the existing customers they have because that positive mindset, that service-driven mentality helps them build better relationships with their customers to close more deals. So that’s it for today.
Zig Ziglar, the key message is how can you take a positive attitude and mindset into your service-driven profession. I don’t care what industry you’re in, if you are selling to people and you are doing business with customers, you are in a service-driven profession. What can you take from today where you think you might have some holes that you need to work on? I think for me that would be a great outcome for you as a leader is to identify where you might have some holes around your mindset or the service-driven mentalities that are really important in our industries.
It doesn’t mean you’re going to fix them, but I think if you can identify those gaps, you become problem aware and a lot of these podcasts that you’re listening to, particularly with us in this podcast is really going to help you understand, okay, I know I’ve got the gaps and as you hear solutions come across each of these episodes, these Monday, Wednesday, and Friday episodes, you’re going to start to find ways you can improve and grow and get better and better at what you do. Thank you for today. Really grateful to everyone listening.
These episodes on a Wednesday take a slightly different form. Today was Zig Ziglar, a man who made a big positive influence to hundreds of thousands of people. I hope there’s something in there you can take.
That’s it for today. Look forward to seeing you in the next episode on Friday. Bye for now.
Are you struggling to grow your monthly sales numbers? Feel like you’ve reached the sales ceiling, are involved in every deal or have no real sales system in place to help you grow? And is that causing a level of worry or stress about how you can get more sales in the future? If that’s you, that’s exactly why we created the Sold Out Sales Teams programme to help you get month-on-month sales growth with less stress.
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