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 uncovering the prospect’s pain and getting a sale. This blog is the last in our series on reverseand shows him how to open doors that he 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 misled. Smart prospects can use tricks like the trap and the test question, designed to corner a salesperson. Here’s an example:
Lead: “Do your sensors have fast response times?”
Most vendors selling sensors with fast response times will proudly and quickly respond without thinking.
Seller: “Yes, our sensors respond in milliseconds.”
Lead: “Well, we don’t need an answer and we don’t want to pay more for something we don’t need.”
Smiling slyly, the prospect knows he’s just cornered the salesperson.
Instead, an intelligently 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. (stroke). I don’t get questions very often.. (another hit) Our sensors (stops – the salesperson looked like he was going to answer but stops and asks another question) Please tell me (softening statement) Do you need fast response times? (reverse question)
This technique seems spontaneous to the prospect and misleads them, but it’s really “staged spontaneity.” It’s another very effective way to get prospects to relax and reveal some pain. This technique also helps you stay out of the 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 knowledgeable salesperson should analyze the prospect’s question to understand its true intent before offering an answer. When you start to master the reversal techniques, you will do it 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 awesome, 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!
Similarly, if prospects ask the same question twice in a row, you should answer it. Don’t try to reverse it again. If you do, you will break your bond and your 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 revert after answering the question:
Seller: “Our response times vary. We have sensors that respond in milliseconds and others that have response times as low as 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 has established a bond and rapport. Add reverse to 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.