Master the Art of the Reversal
By Al Uszynski, Founder, Selling ResourceUse sales reversals to gain more power and control in the selling process. A sales reversal occurs when a salesperson faced with a situation that puts him at a disadvantage, quickly turns the tables and creates an immediate advantage. Learn three sales reversal techniques…
Amateur wrestlers score points for something called a "reversal." In wrestling-speak, a reversal occurs when a competitor at a disadvantage quickly reverses his position and gains control of his opponent.
In sales, we can use reversals to gain more power and control in the selling process. Reversals can be especially effective in these three situations:
1. Turn Negatives Into Positives
When a prospect offers an objection, he presents you with what he perceives to be a negative idea. Some salespeople like to sugarcoat the negative aspects when a customer raises them, but smart customers know that a smelly pig in a fancy suit is still a smelly pig.
By using a reversal, the salesperson can convert a customer's negative idea into a positive customer benefit.
Example 12. Overcome the Exclusivity Argument
Customer: "I've never dealt with a company as small as yours."
Salesperson: "That's exactly why you should use us! As a smaller company, we are able to provide you with more personalized attention. We keep our overhead low so that we can deliver better value to you."
Example 2
Customer: "I've never dealt with a company as big as yours."
Salesperson: "That's exactly why you should use us! As a larger company, we have a team of people who will manage your account. Our 24-hour customer assistance hotline can provide you with help whenever you need it."
Adam, a client of mine who sells ad space in a weekly newspaper, was stymied about how to deal with a restaurant owner who objected to the publication's placement of ads for competitive neighborhood restaurants. The answer? Use a reversal.
Adam must point out that his publication receives only a portion of the restaurant's marketing dollars. The restaurant advertises in other publications. It prints and distributes postcards. It also buys custom-logo matchbooks and other promotional items.
Adam can then explain that his publication doesn't expect to be the exclusive recipient of the restaurant's marketing dollars. Similarly, the restaurant owner can't expect his business to be the only restaurant listing in the publication. The use of a reversal in this situation creates an environment of empathy and openness. Reasonable customers will appreciate your situation when you politely turn the tables on them.
3. Get More Appointments
Prospects often tell us they don't need our services or products because they are satisfied with their current supplier, vendor, or provider. Some salespeople can't get over this hurdle. Here's how to do it using a reversal:
Customer: "I'm happy with my current provider."These three examples demonstrate the power that reversals have to redirect situations that stop many salespeople in their tracks. Get into the habit of using this powerful technique. Use of a reversal can & will trigger the triumphant feeling of quickly turning a disadvantage into an advantage.
Salesperson: "That's exactly why you should meet with me. It's great that you're satisfied with your current provider, but how do you know they are still providing you with the best product, service, and value? When we meet, you'll have an opportunity to compare the two offerings. You might discover that our offering is superior. However, if you find that your current provider is superior, you will benefit from reinforced peace-of-mind that you are aligned with the right provider and are still getting the best value. That alone is worth a 30-minute investment of your time."
Al Uszynski is the Founder of Selling Resource, which helps companies and individuals sell more, earn more and profit more. For article feedback, contact Al at: info@uszynski.com. For more information, visit: www.SellingResource.com
