Master the Art of the Reversal
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During competition, 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. |
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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:
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1.
Turn negatives into positives |
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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. |
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By using a reversal, the
salesperson can convert a customer’s negative idea into a positive customer
benefit. |
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Example 1 |
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Customer:
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“I’ve never dealt with a company as small as yours.” |
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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.”
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Example 2 |
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Customer:
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“I’ve never dealt with a company as big as yours.” |
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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.” |
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2. Overcome the
exclusivity argument |
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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.
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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.
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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.
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3. Get more
appointments |
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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:
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Customer:
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“I’m happy with my current
provider.” |
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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.” |
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These three examples demonstrate the power that
reversals have to redirect situations that stop many salespeople in their
tracks. Once you get into the habit of using this technique, nothing will stop
you because you’ll know how to convert certain objections into a powerful
advantage. |
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