From Zig himself
Optimism is GOLDEN
“You can change everything about your business by changing your thinking about your business. In short, if you don’t like the status quo, change the status quo of your thinking and old ‘quo’ is gonna be all right! Regardless of what you’re selling, a little optimistic addition and positive expectation to your presentation will increase your volume and hence your profitability. I repeat, if what you’re selling is good, why would you hesitate to offer it to the public in an optimistic manner?
Remember in dealing with your prospects that most people simply do not like to make decisions. They’re somewhat like this old boy down home who went to a psychiatrist. The psychiatrist stated, “I understand you have trouble making decisions. Is that true?” The old boy looked at him somewhat puzzled for a moment and said, “Well, yes and no.” That’s pretty much the way many of our prospects are. They just don’t like to make decisions. That’s the reason you are a salesperson. You are there to give them information so they can be confident they are making the right decision.
Yes, psychology is involved in everything we do...I encourage you to develop your sales skills and techniques. I especially urge you—via the use of the cassette recorder—to learn how to effectively use that voice of yours. Get emotionally involved in persuading people to take action, really stay motivated, hone your skills to a fine point, and I will see you at the top.”