The Power Of Demonstration

When we talk about sales and how it’s so powerful to demonstrate things, a good story comes to mind by Zig Ziggler. You’ve probably heard of him as an old-school top business voice, he famously influenced Tony Robbins. So anyway, the story goes like this…

The Armoured Glass Salesman

Let’s just say this guys approach was a little…… unorthodox.

He’d visit a company with nothing but a sheet of glass and a hammer.

Then he’d would walk straight up to the receptionist, say “hello” and proceed to place this slab of glass on the desk…

So he’s got the receptionists attention from the start right? Maybe even caused a little alarm.

But he didn’t stop there. Next, you guessed it, he’d brandish his hammer, and just WHACK the glass, showing off it’s shatter proof properties.

“Look it's perfect!” He’d exclaim.

”Who's in charge of buying glass? You guys need this. There's no glass safer than this glass.”

And he would regularly book appointments with this little schtick.

Now that's a VERY aggressive way of going about things, but that being said, it is a demonstration. And it worked.

Nothing in sales is more powerful than demonstrating how good you are at your job… Demonstrating success. Demonstrating your product. Demonstrating your process. Making sure that they understand that you are the expert.

“Nothing in sales is more powerful than demonstrating how good you are at your job…”

You want to give the sub-text that there’s no question about this. You don’t necessarily need to be as overt as our example here… And preferably, you want to do this in a non-boastful way. But you want to make people feel the truth. You’re the expert. And everybody knows it. They see it.

Sam Terrett

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