If you have ever scanned the shelves of a well‑stocked business section, you have probably spotted a slim, blue paperback called The Closers. First published in the late 1980s and followed by The Closers Part 2, these volumes quickly became required reading for sales professionals around the world. In fact, they are often described as the Sales Bibles. Their author, my friend and mentor, Ben Gay III, distilled decades of in‑the‑trenches wisdom into practical scripts, mindset shifts, and ethical persuasion techniques that still move products—and people—today.
Yet Ben’s story is far larger than a pair of bestselling handbooks. Mentored by personal‑development icon Dr. Napoleon Hill and surrounded by luminaries such as Zig Ziglar and Earl Nightingale, Ben sits at the intersection of two powerful traditions: classic success philosophy and modern salesmanship. Now, almost forty years after The Closers first hit print, he is stepping into a fresh arena—podcasting—to ensure the next generation finds its voice.
In this article, I explore the milestones that shaped Ben’s career, the timeless lessons buried in his stories, and a sneak peek at Part 4 of The Closers, which I have the honor of writing. This new volume zeroes in on Podcasting as Marketing —your most direct channel for cutting through the noise—and will soon take place alongside the legendary Closers series.
Mentored by a Master: Dr. Napoleon Hill
Long before Think and Grow Rich sold over 100 million copies, Dr. Napoleon Hill devoted his life to studying the principles of success. In the 1960s, Ben—barely in his twenties—was fortunate enough to call Dr. Hill both a friend and a mentor. Their conversations weren’t mere lectures; they were explorations of belief, persistence, and purpose that would later underpin every page of The Closers.
Ben often recounts Hill’s insistence on definiteness of purpose—the ability to know exactly what you want and why. That single idea helped Ben chart a course from fledgling salesman to president of multiple companies, all before the age of 30. Hill’s influence can still be heard in Ben’s trademark closing lines: clear, confident, and anchored in genuine service.
Building a Sales Dream Team
As President of Holiday Magic Cosmetics and later as a consultant to top‑tier direct‑sales organizations, Ben had a knack for spotting and hiring talent. Among those who crossed his payroll were Zig Ziglar, whose Southern charm turned seminars into celebrations, and Earl Nightingale, the “Dean of Personal Development”, whose baritone voice launched countless audio programs.
Working shoulder‑to‑shoulder with such icons taught Ben two crucial lessons:
Great communicators make complicated ideas simple. Whether Ziglar was describing a life‑insurance policy or Nightingale was defining success, they spoke in pictures everyone could understand.
Integrity is non‑negotiable. In Ben’s world, a sale made without ethics is a sale that won’t stick—and it certainly won’t lead to referrals.
These principles echo throughout The Closers and remain the backbone of his teaching today.
Writing the Sales Bibles: The Closers Parts 1 & 2
When Ben began compiling his best scripts and strategies, he never imagined the manuscript would be photocopied, underlined, and handed down like a family heirloom. Yet that is exactly what happened. Part 1 lays the foundation—prospecting, presenting, and handling objections—while Part 2 dives into advanced nuances such as psychological triggers and managing a high‑performance sales force.
Together, the books have sold well over ten million copies and have been translated into multiple languages. Readers praise their straight‑talk tone and immediately actionable ideas, qualities that stem directly from Ben’s insistence on real‑world relevance.
“Theory is fine,” he likes to say, “but try paying the light bill with theory.”
Behind the Microphone: Bringing Classic Sales Wisdom to the Digital Age
Fast‑forward to the 2020s, and Ben has embraced a new platform: podcasting. As co‑host of our weekly show “The Closers Inner Circle Podcast”, he dissects everything from price anchoring to trust‑building, sprinkling in war stories that leave listeners laughing—and taking notes.
Podcasting offers three benefits that align perfectly with Ben’s approach:
Long‑form storytelling: Plenty of runway for those legendary stories about hiring Ziglar on a handshake deal.
Global reach: No shipping costs, no borders—just instant access to millions of earbuds.
Authority through voice: Hearing a mentor’s tone, pacing, and emphasis creates intimacy that text alone can’t match.
In a world flooded with algorithms and short attention spans, Ben’s voice cuts through because it is authentic, informed, and tested.
The Closers Part 4: Podcasting as Marketing by Denise Griffitts
Our upcoming collaboration, The Closers Part 4, tackles one mission: to equip entrepreneurs to turn a microphone into a magnet for business growth.
This new volume plugs podcasting directly into the sales mindset long‑time Closers fans already know, like, and trust.
Where Parts 1 & 2 taught you to close across a kitchen table, Part 4 will teach you to close across continents—one download at a time.
Why Ben’s Stories Still Matter Today
In an era obsessed with hacks and quick wins, Ben Gay III reminds us that principles outlast tactics. Honesty, curiosity, and consistent follow‑through never go out of style. Podcasting simply offers a modern stage on which those virtues can shine.
Whether you’re a seasoned closer or someone who breaks into a sweat at the thought of selling, Ben’s journey proves one thing: your voice is your most powerful instrument. Use it well, and you will attract the right clients, partners, and opportunities.
Final Thoughts
In this article, I explore the milestones that shaped Ben’s career, the timeless lessons buried in his stories, and offer a sneak peek at The Closers Pt 4 by Denise Griffitts
Ben didn’t simply ask me to author this volume — he told me, in that unmistakable closer’s tone, that I would write it. Once I started breathing again, I recognized what an honor it was.
How do you add fresh ink to a series already regarded as the sales bible? By honoring the fundamentals while embracing new media.
Join the Conversation
Ben and I invite you to join the conversation. Subscribe to the podcast, share your biggest sales questions, and stay tuned for the book release details. The microphone is on, the red light is blinking, and the best stories are yet to be told. Just look for us on Your Partner In Success Radio. We are there each Wednesday!