Have you ever served a customer that you couldn't close? Of course you have. Everyone has. Is it ever possible that another salesperson could have closed the sale that you couldn't? Absolutely. It doesn't necessarily have to do with the other salesperson being better at selling than you, either. Sometimes customers just respond better to different personalities.

If we realize that we might not make every sale with every customer, but other salespeople might be able to pick up a few of the ones we can't, how do we solve the problem? The turnover, commonly referred to as a TO, is the solution.

Every customer entering the store is the result of an extremely large investment in advertising, buying, merchandising and store design, among other things. The store can't afford to let customers walk out the door empty-handed simply because one particular salesperson doesn't succeed. Before any customer leaves, a second salesperson must be given a chance to save the sale.

Turning the sale over to another salesperson ensures that each customer contact is maximized. The TO creates a win-win situation. The customers win because their needs are met with their purchase. The store wins as its investment is realized. And you win because you make half of an additional sale.

Half of an additional sale? When a TO occurs, and the second salesperson makes the sale, the credit for the sale is shared with the original salesperson. Instead of losing credit for a full sale, the original salesperson gains partial credit for an additional sale.

TOs require that you think of the store's benefit as well as your own. Just as professional basketball players know when to pass and when to score, you must know when to TO and when to close on your own. Remember, you will be getting customers turned over to you as well!

First let's take a look at the reasons why you would need to TO.

1. Personality conflict with the customer. Some customers have silly hang-ups that can't be explained. For instance, they just don't like people with beards or who wear glasses or who have green eyes or blonde hair.

2. The customer isn't responding to you because of: " your looks (you're a trendy dresser and the customer is Mr. Conservative) " Your age (you look too young to know what you're talking about) " Your gender (some men might not feel comfortable having a woman help them while others will prefer it and vice versa) " A language barrier (you may have someone else in the store who speaks a bit of another language who could step in and help) " Your race (you run into a customer who has personal prejudices that prevent you from getting to first base)

3. The customer knows more about your merchandise than you do. When a customer is an enthusiast in the area you are selling, he or she wants the salesperson to be a real expert. Enthusiasts sometimes want to converse with a salesperson on the highest level of technical information. If this seems to be the situation you are in at any point during your presentation (you would normally discover this in probing as the customer begins to answer your questions using very technical information), it is your responsibility to give the customer what they want, and turn over the sale to someone with more product knowledge than you have.

4. You find that during probing or demonstrating an item that the customer just isn't responding to you. We call them VGIs (very good indicators). When customers are giving you VGIs, they will be nodding their heads, touching the item, listening intently to you, asking questions, etc. If you aren't getting VGIs, something isn't clicking between you and the customer.

5. If you have had VGIs and you can't seem to get the customer to commit to buying, just because you are unable to close doesn't mean someone else can't.

Turning over the sale if any of the reasons mentioned in the first two points listed above are the case will be most effective if done prior to demonstrating any product. The TO should take place in opening. In this case, the sale is not a split between two salespeople. If you can't get to the demonstration with a customer, there is no reason you should get partial credit for any sale that is made. It just makes good sense to work together in these instances. Simply allow the customer to browse and get another salesperson to re-approach the customer.

But the last three reasons for turning over the sale will all occur after the presentation has progressed past opening.

Now let's address the issue of how to TO. When turning over the sale, you must have the customer's best interest at heart. You have to genuinely want your customer to get the right item. Likewise, the customers have to feel that your TO will help them in making the selection. This way, the customers feel reinforced as opposed to manipulated.

" Explain to the customer prior to bringing someone else over that you are getting help from the expert. There are several ways of expressing this notion. For example, the expert might be referred to as a senior staff member, product knowledge expert, woman's (or man's) point of view, a mature (or younger) point of view, buyer, manager, technical expert, salesperson who is most familiar with a particular line or inventory, etc. Even if the TO salesperson has less experience than you, he/she will become the expert for that moment.

" Don't ask permission of the customer to call another salesperson in. Just do it.

" Politely introduce the customer to the TO salesperson, using the appropriate title and Mr., Mrs., or Ms. The TO salesperson should then offer his/her first name instead to convey a friendly attitude to the customer immediately. If the atmosphere in your store is more casual and first names have been used prior to this point, you can drop the formalities.

" Clearly explain the details of the situation to the TO salesperson in front of the customer, adding why you feel the TO salesperson will be better able to meet the customer's needs.

" Then politely excuse yourself from the sale so the customer doesn't feel as if they are being double-teamed. Do not interfere with the sale again unless it is appropriate for you to do so.

Below is an example of how a TO might sound.

1st Salesperson: You know Scott, I don't feel like I'm connecting very well with what is exactly right for you. I'm going to ask Dave to help you since he really is the expert on mountain bikes. He may be able to make some great suggestions, and I want you to make the right selection.

2nd Salesperson: Hello, how are you? I'm Dave.

1st Salesperson: I've been showing Scott some mountain bikes, and I just can't get a handle on what might work for him. He's going to the mountains on vacation so he wants a smooth, comfortable riding bike. Based on his cycling experience, I'm really not sure which model would best suit his riding style and needs. I feel as though he likes this bike the best, but it may not be appropriate. Perhaps you can solve this dilemma. Scott, it was really a pleasure serving you. I leave you in good hands.

TOs are easy and a very effective selling tool. However, just like any selling technique, you may want to run through some scenarios with your coworkers instead of practicing on your customers. Like everything else, it will take some practice to perfect the technique. TOs are designed to make us all winners: the customer, the store and you. Use the turnover, and you'll likely find more customers heading for the cash register instead of the door.