In his household Zig Ziglar was the only one who liked to play golf. He tells the following story about one hole he played with his less than enthusiastic son.

Like most people who don’t like something when they first start out, Zig Ziglar’s son didn’t like playing golf, at first. This was of course until he ended up with his first chance at Birdie.

With only a short distance to the hole, Zig Ziglar lined his son up. His son was able to sink the ball for birdie. His son jumped for joy. Next, Zig Ziglar stepped up to his own ball to try for birdie.

He knew he had to play the ball well, or his son would know that he gave it to him. He sank it easily.

Zig Ziglar wondered if his son had been pulling for him, even though it would mean that his son wouldn’t win the hole. His son said that he always pulled for him.

Zig Ziglar says this is pure love. As a salesperson you need to have this kind of love and heart for your clients.

Zig Ziglar uses an acronym for H.E.A.R.T.

Honesty

Empathy

Attitude

Reserves - Mental, physical and spiritual

Toughness - love is the toughest.

In expanding this acronym, Zig Ziglar explains that as a salesperson your values need to be higher than any other professional’s. When you’re in the profession of persuading, you need to have the interest of the prospect at heart.

Once your heart is right, you learn to pull for the prospect to buy for their benefit and not for yours.

You need this kind of love as a salesperson.

Zig Ziglar has famously said, “People don’t care how much you know until they know how much you care about them.”

Can you feel that you want your prospects to buy because they’ll win? Communicate to them honestly about how you feel about your product.

Learning to pull for them has many benefits. You’ll be more professional. You’ll be more effective. You’ll be more loving. And as a side benefit, you’ll also sell more. Much more. Your prospects will buy again and again. And they’ll send you a ton of referrals.

Pull for your client to buy your product because it makes the customer the big winner. You can become the person you want to be. Make sure your heart is right. Do some self-searching to make sure your selling for the right reasons.