The one formula that dictates your persuasion ability and, therefore, your success in the world of sales more than anything else is the formula that determines your reputation. In the book Successful Persuasion Through Public Speaking, John Hayes delves into this topic with Zig Ziglar during an interview. Ziglar asserts, “Your permanent persuasion ability depends largely on your reputation. If you have a good one, your persuasion ability skyrockets. If you have a reputation for shady deals and being undependable, your reputation can be your worst enemy.”
If you have a good one, your persuasion ability skyrockets.
When it comes to reputation, it can never be understated that your habits and your interactions with people will precede you in the future. In order to increase your persuasion ability, you must be constantly thinking of your reputation and how others perceive you as a salesperson.
Ziglar quotes Laurel Cutter, who was the Vice Chairman of FCB/Leber Katz Partners, when giving the ultimate formula for a good reputation and for success, “Values determine behavior; behavior determines reputation; reputation determines advantages.”
à Values determine behavior; behavior determines reputation; reputation determines advantages.
The idea here is that if you want advantages, if you want success and prosperity, you must have a good reputation. To have a good reputation, you must make sure you have and follow good values. Follow the formula. Be sure your values are morally straight, be sure that you are fundamentally a good person, and the rest will follow. It’s really that easy.
In supporting his argument for use of this formula, Ziglar notes, “In the world of speaking, it’s particularly true that your reputation makes the sale. I’m grateful to be able to say that in my own speaking career I believe that my greatest persuasive effort has been my reputation and my consistency… I have been able to build a very large clientele through reputation and recommendations from those clients.” Ziglar used this formula to see success; there is no reason you shouldn’t as well.
“Be consistent. Be honest. Deliver what you’ve promised and the reputation you build will be the ultimate persuader.”
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