ZIG ZIGLAR: THE ART OF PERSUASION AND POSITIVE INFLUENCE

Trevor Ambrose
Oct 4, 2023
2 min read

Updated: Jun 3

Zig Ziglar, the renowned sales expert, was not just a master of techniques, but also a paragon of empathy and understanding. One of his most poignant stories, known as the “Shoe Store Miracle,” not only showcases his remarkable sales skills but also imparts a profound lesson about the importance of connecting with your audience on a human level.

The Shoe Store Encounter:

One day, early in Zig Ziglar’s career, he walked into a shoe store determined to make a sale. His commission for the month was riding on it. He approached a young salesperson, introduced himself, and requested to see their finest pair of shoes. As Zig examined the shoes, he noticed that they were exquisite but quite expensive. He could see that the young salesperson was eager to make a sale, but he also sensed a degree of hesitancy in the young man’s eyes.

The Ziglar Touch:

Instead of pushing for the sale, Zig Ziglar took a different approach. He asked the young man about his own preferences and shared stories about his experiences with different shoe styles. He related on a personal level, demonstrating genuine interest in the young man’s opinions and feelings. Through their conversation, Zig Ziglar discovered that the salesperson was a recent college graduate, trying to make ends meet. He had a genuine passion for fashion and hoped to one day own his own boutique.

The Lesson Learned:

Recognizing the young man’s dreams and financial constraints, Ziglar made a decision that was both compassionate and brilliant. He didn’t purchase the expensive shoes; instead, he bought a more reasonably priced pair. This gesture not only earned him a lifelong fan but also taught a crucial lesson about salesmanship. Zig Ziglar’s shoe store encounter underscores the importance of empathy in sales. Instead of pressuring someone into a sale, take the time to understand their needs, aspirations, and limitations. By connecting on a human level and showing genuine care, you not only build trust but also create lasting relationships.

The “Shoe Store Miracle” is a testament to Zig Ziglar’s extraordinary ability to connect with people and understand their unique circumstances. It reminds us that salesmanship is not about pushing products or services, but about truly listening, empathising, and finding solutions that align with the needs and aspirations of your audience. By embodying this approach, we can not only excel in sales but also leave a positive, lasting impact on those we interact with.

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