The Turnover

The turnover known as the T. O. if done properly, is one of the most profitable selling technique I teach. Because it can save you a customer not just for that sale but probably forever, as they may never come back. Salespeople working as a team can outsell a group of individuals any day just by saving the sales that they would let slip by. Here is how to do it.

First off, you must learn to recognize when you are in trouble, therefore you are ready to sacrifice a little pride along with some ego. You needn't worry because the way I teach, you will get it all back. If the customer starts looking around showing a lack of interest, starts frowning, shows mild agitation, lack of enthusiasm, pushing away from the counter--it's time for some team effort. Call on your manager, assistant manager, and if they are not available, another salesperson. The dialogue could go something like this:

You:

Mr. Jones, let me bring over Mary Smith. I believe she just checked in some merchandise, perhaps she will have some ideas.
or
Mary Smith had a similar request from one of her customers, let me have her come over.
or
Mary Smith usually has some ideas. I'll bet she'll come up with something. (pause - to let customer reply)

Customer: Fine.

You: Mary, this is Mr. Jim Larson (you must pause for Mary to introduce herself)

Mary: Mr. Larson, I'm Mary Smith. It's nice to meet you.

Larson: Thank you, I'm Jim Larson, please call me Jim.

You: Mary, I showed Jim these three diamond rings over here and that one over there. He wanted something a little larger and more flair and would even go with something with a little color. He's also concerned about prices as he's been shopping around. (pause, let Mary talk)

Mary: Thank you, Steve. I have something in mind. (Mary must pause so you can exit)

You:

(looking at Jim) Mary, please continue and I'll be nearby if you need me.
or
Jim, I'll leave you in good hands and I'll be nearby.

There is an exception when you should not leave, and that is, if the customer is a friend or relative of yours. However, it is up to you to tell Mary this. That way Mary will stay just long enough to help you out and then leave; however, she can come back periodically to assist you providing she doesn't say too long. Two salespeople waiting on one customer is just a little too much.

Now, let me discuss this dialogue. I put in the pauses on purpose so you would not panic when you find yourself in trouble. Salespeople, when they find themselves in this situation sometimes show fear to their customer by talking too fast or trying to get out in a hurry.

This along with introducing the person you call in to assist you, as someone better or more knowledgeable than you, only demeans you and virtually makes it impossible for that salesperson to turn that sale back to you. This means you must avoid introducing your manager as the manager or implying that they can do the job better than you. If you want to introduce someone as the manager or the title of Gemologist, do it just before you say, "I'll be nearby," by saying, "by the way, Mary's our manager and I'll be nearby if you need me." As an afterthought, it adds power and shows respect, but if you say it up front, it puts you down.

It is important that you bring Mary up to date as to what you showed Jim Larson. If you forget, she could embarrass herself and show the same merchandise you showed or worse yet, contradict you, therefore, you must let Mary know of any negative conversations but not in a negative way. If you do, it only emphasizes that to the customer. For instance, Jim Larson actually said, "I think I can get it cheaper at some other place." I toned it down by saying, "Jim is concerned about price and has been shopping around," which says the same thing but more

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Leonard Zell is a professional sales trainer specializing in fine jewelry sales techniques.

Author's Note: I welcome your comments about this or any of the other artcles presented here. LZ