Reversing
Answer a question with a question, so you hear the real concern first.
What it is
Reversing comes from the Sandler selling system. When a prospect asks something, you acknowledge it and ask what is behind it before you answer. You learn what is actually driving the question.
How to use it
- Soften: acknowledge the question as a good one.
- Repeat or restate what they asked.
- Ask about the motive behind it.
- Then answer. Reversing is a way to answer better, not a way to avoid answering.
What it sounds like
Prospect: How much does it cost?
You: Fair question, most people ask that early. Can I ask what is behind it? Are you comparing a few options, or checking it fits a budget?
Prospect: We were quoted £2,000 a month by an agency.
You: That helps. Ours is priced per piece, so most clients spend well under that. Here's how it works.
Where it goes wrong
Reverse every question and you sound evasive. Use it on the questions where the motive matters, then give a straight answer.