Overcoming Objections with the "Turn Device"
Overcoming Objections with the "Turn Device"
At one point in the conversation the prospect, in an objective voice and tone, said, “The size of this TV is really big.” My father seized the opportunity to turn the objection into a positive by simply saying, “Yes you are right. With this size Television everyone in the room gets a great view.” This technique, turning an objective into a positive is know as the “Turn Device”.
When the prospect asked, “What is the price?”, (In the 70’s retailers did not put price tags on every item the way we now do.) my father said, “$599”. When the customer, in a surprised objectionable voice and tone, repeated the price, “$599.00!!” (The 15” television he came in to look at sold for $299.00.) My father used his “Turn Device” and said, “Yes, everyone says the same thing. They cannot believe we are selling a new 21” RCA color television for only $599.00.”
Recently my clients, “Clean Air Technologies,” the Charlotte area’s experts in inside air quality, used the “Turn Device”. David Thompson (the owner) received a call from a local homeowner asking the price for a particular job. When he quoted her $199.00, she was astonished and replied, in an objective voice and tone, “$199.00!!!!!!?”
David said, “Yes, isn’t it something that we can do so much for so little money?”
She then stammered and started asking more questions. Within 5 minutes he scheduled the job.
Your “Turn Device”
Of course as you know, you cannot just start using a new sales technique without some planning and practice.
First: Wright down 5 or 6 objections you hear from your customers,
Second: Next to the objection write out your complete turn for each objection.
Third: Practice, Practice, and Practice… Have a colleague play the part of the
customer and fire objections at you. Use your turn device to show the
customer (colleague) the benefit they receive from the item they are
objecting about.
Reinforcement
It always helps to reinforce a point that we want our customers to remember. Reinforcement is usually done by repetition. My clients find it a lot more rewarding (with increased sales) to reinforce by giving the customer a choice.
Example: When David quoted his prospect $99.00, she was astonished and replied, in an objective voice and tone, “$99.00 !!!!!!?”
David said, “Yes, isn’t it something that we can do so much for so little money?”
To reinforce by giving a choice David said, “Which would you rather have done in your home, a complete duct cleaning for only $199.00 or a partial for $159.00?
Sales Professional that use turn devices and reinforcement with choice close more sales.
Overcoming Objections with the Turn Device - To learn more about this author, visit Bob Janet's Website.
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One day while watching my father selling a color television in our retail electronic store I learned how to use customer objections to make the sale. My father was demonstrating a new 21” diagonal screen model color television which had just arrived. This set was much bigger in overall physical size and more expensive than the advertised 15” diagonal model that was advertised and that the prospect had come into the store to purchase.
At one point in the conversation the prospect, in an objective voice and tone, said, “The size of this TV is really big.” My father seized the opportunity to turn the objection into a positive by simply saying, “Yes you are right. With this size Television everyone in the room gets a great view.” This technique, turning an objective into a positive is know as the “Turn Device”.
When the prospect asked, “What is the price?”, (In the 70’s retailers did not put price tags on every item the way we now do.) my father said, “$599”. When the customer, in a surprised objectionable voice and tone, repeated the price, “$599.00!!” (The 15” television he came in to look at sold for $299.00.) My father used his “Turn Device” and said, “Yes, everyone says the same thing. They cannot believe we are selling a new 21” RCA color television for only $599.00.”
Recently my clients, “Clean Air Technologies,” the Charlotte area’s experts in inside air quality, used the “Turn Device”. David Thompson (the owner) received a call from a local homeowner asking the price for a particular job. When he quoted her $199.00, she was astonished and replied, in an objective voice and tone, “$199.00!!!!!!?”
David said, “Yes, isn’t it something that we can do so much for so little money?”
She then stammered and started asking more questions. Within 5 minutes he scheduled the job.
Your “Turn Device”
Of course as you know, you cannot just start using a new sales technique without some planning and practice.
First: Wright down 5 or 6 objections you hear from your customers,
Second: Next to the objection write out your complete turn for each objection.
Third: Practice, Practice, and Practice… Have a colleague play the part of the
customer and fire objections at you. Use your turn device to show the
customer (colleague) the benefit they receive from the item they are
objecting about.
Reinforcement
It always helps to reinforce a point that we want our customers to remember. Reinforcement is usually done by repetition. My clients find it a lot more rewarding (with increased sales) to reinforce by giving the customer a choice.
Example: When David quoted his prospect $99.00, she was astonished and replied, in an objective voice and tone, “$99.00 !!!!!!?”
David said, “Yes, isn’t it something that we can do so much for so little money?”
To reinforce by giving a choice David said, “Which would you rather have done in your home, a complete duct cleaning for only $199.00 or a partial for $159.00?
Sales Professional that use turn devices and reinforcement with choice close more sales.
Overcoming Objections with the Turn Device - To learn more about this author, visit Bob Janet's Website.
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