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When Jeff Goodby, creator of the "Got Milk?" campaign and a legend in the advertising world, pitched the Wall Street Journal to handle their advertising, The Journal replied with a seemingly show-stopping objection: ”You're too far away.”
While many salespeople would have stammered and argued or simply given up, Jeff did something brilliant. He told them that's exactly why they should give him the contract.
Huh?
"Let me ask you something," he continued. "Where are your readers?"
On the East Coast and West Coast.
"And where are you?"
In New York.
"Wouldn't it make sense, then, to have your advertising firm be on the opposite side of the country to help you stay connected to the majority of your readers?"
He got the account.
Making the Most Of Your Objections
What many salespeople don't realize is that the very objection their prospect is hung up on is often the reason why they should go ahead with your sale. Helping them understand this is called "The Turn-Around." It's not always appropriate, but when used correctly and in the right circumstances, it is one of the most surprising and effective tools in your selling toolbox.
For example, if you’re selling training services to Citibank but don't have a background in banking, your prospect may say to you, "You've never worked in Financial Services. Why would we hire you to train our group?"
You might respond to them with, "That's exactly why you should bring me in!" When they turn to you with a puzzled look on their faces, ask them a few questions to help them understand.
"How many 'experts' do you have here in financial services?"
Lots.
"Have you had other 'experts' in the past work with you who weren't able to affect change?"
Yes.
"Wouldn't it make sense, then, to have someone with a completely fresh perspective - and a solid understanding of your business - help you see things through a new lens and make the changes you need?"
Same thing works with young doctors. A patient might be hesitant to see a young doctor. The truth is, however, the younger doctors are the ones that have the most recent training and the most up-to-date medical knowledge. Plus, their hands are probably the steadiest.
If a prospect tells me they can't bring me in for sales training because they can't afford it (because their sales are down), I'll tell them that's exactly why they should do my sales training!
Like the Jedi Mind Trick, the Turn-Around will help them look at their situation and argument from a different perspective and it will help you close a lot more business.
Robert Graham
Robert Graham is the Principal of GrahamComm, LLC (www.grahamcomm.net), a consulting and training company that helps clients increase their sales and deliver outstanding presentations. He can be reached at 415-652-0763 or Robert@grahamcomm.net.
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