The prospect asks you, "How big is your company?" You haven't found her preference and you don't know the significance of the questions. Most importantly, you don't want to be caught in a box and have the sales process end before you decide that it is over. Being the astute Sandler student that you are, you know how to answer-you reverse. You say something like, "That's a significant question; why do you ask?" or "That's important. When you say 'big' are you referring to clientele, revenue or number of employees? Help me understand." You have avoided the trap and arranged to get more information.
You have utilized one of the Sandler Selling System's most valuable techniques-reversing. In so doing, you stay out of the box, you get more information and you start to approach the reasons for the prospect's questions. In addition, you are on the way to having the right person (the prospect) talking. When you reverse you build rapport by having both the prospect and you focus on the thing dearest to the prospect-the prospect! This questioning process gives you control to lead the prospect to the destination you select even though she feels like she is in charge. You are channeling her thoughts in the right direction with reversing, and getting the information that you need to fix her pain.
Reversing is a useful device. And like all precision instruments, there are some things to do and some things to avoid when using it. Here are some suggestions to keep your reversing in fine tune:
Only reverse at relevant or appropriate times. When we first learn the process we tend to treat it like a shiny new toy to be used all of the time. Later we realize that some questions are not part of the sales scenario and should be dispatched directly with straight answers. For example: "What time is it?" or "Which way to the airport?" or "Paper or plastic?" are questions to be dealt simple, direct responses. If we limit our reversing to the sales discussion, we focus on the right part of the process.
Reverse with a goal. If you are working towards a destination, such as finding the causes of the prospect's pain, assessing the impact of the pain, or discovering whether there is a real commitment to fixing the pain, then the reversing process has a direction and an end point. In the example in the first paragraph, the size of your company may be an indicator of the prospect's needs or preferences, or it may be a casual question. The goal is to understand and clarify the prospect's sales problems by using the reverse to gather information and to determine significance.
Stick with it. We know that the "Rule of 3+" means that reversing again and again helps to clarify and get to the reasons behind the original questions. It helps us to get past the "pat" answers to get to some of the real problems. A prospect who says his sales problems are "time management" or "price driven" or "poor presentations" needs to be led to discovery of his real problems and their causes. Prospects have answers prepared for the first two or three questions or they fall back on standard vagaries. However, by the third or fourth reverse, they run out of excuses and diversions and begin to divulge the truth. Use the "Rule of 3+" to help the prospect get to the truth about his sales process and himself.
Don't forget the softening statement. Two elements comprise a reverse: the softening statement and the reversing question, and each is important to the process. If a prospect asks, "What have you got?" and you reply, "What do you need?" it creates a much different effect than, "That's an important question; what were you hoping I could show you?" or "That's significant but I don't know what to show you until I understand your needs. May I ask you a question?" The abruptness of directly responding with a question can be abrasive and needs to be made smoother. The softening statement cushions the shock of not answering the prospect's question. It is a good idea not to repeat the same softening statements during one conversation if possible.
Lessons of the communication mix. We know that verbiage is 7% of our communication and body language and tonality are 93%. When reversing, simply responding with a question is not enough. Rather, we must establish eye contact, mirror postures, modulate our voices and emphasize with proper tones and gestures. There is so much more to reversing than words. Use body language to communicate unspoken concerns and struggles to understand. Lower the volume of your voice and speak more slowly to communicate your special interest in the prospect and her problems.
With reversing, as with any skill you want to own, you must practice. Repeat and hone the reverses. Practice on friends, family and strangers. Record your phone conversations and review the quality of your reverses. Debrief with your coach through the lens of reversing. Build a large stable of softening statements. Make effective reversing a goal in your Attitude/Behavior Journal.
Reversing is a valuable precision instrument. Fine tune the skill and keep it running properly, and you will sell better.
© Sandler Systems, Inc
