Secrets of Closing the Sale
by Zig Ziglar · 1984
Ziglar's sales bible, hundreds of specific closing techniques, delivered with the folksy, motivational-speaker energy that made him a sales-training legend.
Worth reading? Secrets of Closing the Sale is less a single argument and more a reference book -- Ziglar walks through dozens of named closing techniques and objection responses, delivered with his signature folksy charm and genuine conviction that selling, done right, is a form of helping people. Some of the specific scripts feel dated and pressure-heavy by modern consultative-selling standards, but the underlying conviction (believe in what you're selling, handle objections directly, ask for the close) still holds up as sales fundamentals.
| Author | Zig Ziglar |
|---|---|
| Published | 1984 |
| Category | Business & Money |
| Favorite quote | “You can have everything in life you want if you will just help other people get what they want.” |
The Verdict
Ziglar’s genuine warmth comes through even in the most transactional-sounding closing scripts, which is probably why the book has stayed in print for four decades despite specific tactics aging out of fashion. Use it as a reference to pull specific techniques from, not a cover-to-cover read.
you want a huge, practical reference of specific closing techniques and objection-handling scripts you can pull from directly
you're uncomfortable with old-school, pressure-oriented closing tactics, some techniques read as dated and more manipulative than modern consultative-selling approaches favor
Book Summary
Ziglar's foundational belief, stated repeatedly throughout the book, is that selling is fundamentally an act of service -- you're not manipulating someone into a purchase, you're helping them solve a problem or improve their life, and genuine belief in that framing is what makes a salesperson persuasive rather than pushy. Objections, in his framework, are usually requests for more information or reassurance, not rejections, and should be met directly rather than avoided.
The book catalogs dozens of specific, named closing techniques (the "similar situation" close, the "ben franklin" close, and many more), reflecting Ziglar's belief that having a large toolkit of specific approaches, matched to the specific buyer and situation in front of you, beats relying on one universal method for every sale.
Top 7 Lessons from Secrets of Closing the Sale
- Selling is an act of service when done with genuine belief in the product's value, not manipulation.
- Treat objections as requests for more information or reassurance, not as rejections to avoid.
- Build a toolkit of multiple closing techniques rather than relying on one universal approach for every buyer.
- Directly ask for the close -- many sales are lost simply because the salesperson never explicitly asked.
- Genuine enthusiasm and belief in what you're selling comes through to the buyer and builds trust.
- Prepare specific responses to common objections in advance rather than improvising under pressure.
- Persistence after an initial 'no' is often necessary -- many sales close only after multiple attempts.
Top 2 Quotes from Secrets of Closing the Sale
"You can have everything in life you want if you will just help other people get what they want."
Zig Ziglar, Secrets of Closing the Sale
"Selling is essentially a transference of feeling."
Zig Ziglar, Secrets of Closing the Sale
Frequently Asked Questions
Is Secrets of Closing the Sale worth reading?
Worth reading as a large, practical reference of closing techniques and objection-handling scripts, especially if you're new to sales. Some specific tactics feel dated by modern consultative-selling standards.
What is the main idea of Secrets of Closing the Sale?
Selling is an act of service when done with genuine belief in your product's value, and objections should be met directly as requests for more information rather than avoided or feared.
Is Secrets of Closing the Sale outdated?
Some of the specific closing scripts reflect a more pressure-oriented sales era and can feel dated next to modern consultative-selling approaches, but the underlying fundamentals (belief, direct objection-handling, asking for the close) still hold.
Who is Zig Ziglar?
A prominent American sales trainer and motivational speaker whose books and seminars shaped sales training for decades, with Secrets of Closing the Sale among his most widely used works.
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