Try Role-Reversal Techniques For Ad Sales Success

Folio: The Magazine for Magazine Management, March 1, 2001

When all you are hearing from clients is "no," invite the buyer into your problem, says Anne Miller, author of 365 Sales Tips for Winning Business. Here's an example of how. Seller: "Mr. Buyer, if we were to change places, what would you say to me to persuade you of the value of my product for your company?" Buyer: "Well, if you could do something about your ...." There it is! You found the real objection, says Miller.

You can also benefit from playing role-reversal games before confronting the buyer. Think of a recent positive sales experience you had when you were the buyer (of, say, a gift, a car, a house or an appliance). Write down how that salesperson made you feel and what he/she did to make you feel that way. Compare that list to what you do with your clients. Are you doing everything possible to make your clients feel the same way?