In our last few blogs, we’ve been talking about the great sales technique called reverse. reverse it’s an approach we use, where we answer questions with questions, designed to disarm the prospect and build trust. If trust is established, you have a much better chance of discovering the prospect’s pain and getting a sale. This blog is the latest in our series on reverseand shows you how to open doors you assumed were already closed.
Salespeople sometimes make the mistake of assuming they understand the motive behind a potential customer’s question and jump right into answering the question, only to discover they’ve been duped. Smart prospects can use tricks like the trap and the quiz question, designed to corner a salesperson. Here is an example:
Guide: “Do your sensors have fast response times?”
Most vendors selling sensors with fast response times will respond proudly and quickly without thinking.
Seller: “Yes, our sensors respond in milliseconds.”
Guide: “Well, we don’t need an answer and we don’t want to pay more for something we don’t need.”
Grinning slyly, the prospect knows he just cornered the salesperson.
Instead, a cleverly trained Sandler expert would have asked a reverse question, something like:
Seller: “Well, actually, that’s a great question. I don’t get that question very often. Our sensors…please tell me, do you need fast response times?”
This reverse response is called “reverse start-stop”. Did you notice the start-stop? Let’s break down the reverse so you can see.
“Well, actually, that’s a great question. (race). I don’t get questions too often.. (another hit) our sensors (pauses – salesperson looked like he was going to reply but stops and asks another question) Tell me please (softening statement) Do you need fast response times? (reverse question)
This technique seems spontaneous to the prospect and throws him off, but it is actually “prepared spontaneity.” It’s another very effective way to get prospects to relax and reveal some pain. This technique also helps you stay out of traps that prospects may try to lure you into, throw you in a box, and keep you in the game. You still have a chance to make a deal.
A savvy salesperson must analyze the prospect’s question to understand its true intent before offering an answer. When you begin to master reversal techniques, you will do so without much thought and revert your prospect into trusting you and sharing the pain. If there is enough pain and you have the solution, your sales numbers will increase dramatically.
These investment techniques are amazing, but be smart and don’t overdo it. If someone asks what time it is, you don’t have to say, “good question… why are you asking me that at this time?” It’s okay to just look at your watch and give them the correct time!
Likewise, if prospects ask the same question twice in a row, you need to answer it. Do not try to reverse it again. Doing so will break your bond and relationship and maybe even make them angry. But (and it’s a big but), if prospects ask the same question twice, you can and should reverse after answering the question:
Seller: “Our response times vary. We have sensors that respond in milliseconds and others that have response times of up to 15-20 seconds. Can you tell me why you asked?”
reverse it’s a powerful sales technique that will help you uncover your prospect’s pain. Be sure to only use it when the prospect feels safe and you’ve established a bond and rapport. Add reverse into your sales toolbox and you’ll have an effective technique that will help your prospects relive their pain. And how do you know, Bread leads directly to the Money.