Reverse in three easy steps
In the last few articles, we have been talking about a very effective sales technique called Reversing. When the investment is used, the salesperson responds to a potential customer’s question with a question. When done correctly, it is very disarming and will result in the seller collecting more information. When done correctly, the prospect will feel like the salesperson really cares. The ultimate goal of reversing is to get the prospect comfortable quickly and reveal their personal pain or reveal that the prospect is not in any pain. Remember, without bread there is no sale. Therefore, you can save a lot of time by using reverse gear.
The Sandler Method of Investing is simple and can be implemented in three simple steps when first speaking with a prospect:
one. Give a “race” or fulfilled: “Hey, that’s a great question,” Prayed “I get that question a lot.”
two. Repeat: The second part of a reverse is to repeat a prospect’s question or use a softening statement, such as, “Do you mind if I ask you a question before I answer that?”
3. Ask: Propose the question you want to ask the prospect
To understand how the “race” works, imagine an angry bull behind a sturdy fence; the fence is there to protect you from this angry bull. Do you think the bull is going to charge against the high resistance fence to get to you? Not very likely. A hit or a compliment works the same way. It protects you from a potentially angry prospect, because you just said something nice.
Softening is much the same, it reduces the risk of the prospect becoming angry or suspicious. Saying, “Do you mind if I ask a question?”, you are showing respect and asking for permission. The prospect will most likely say yes and allow you to ask the question, if you have the right tone, pitch, inflection, and volume in your question. Practice and perfect these three steps, and you’ll go a long way to closing more deals.
Most prospects expect salespeople to introduce them to features and benefits, so when you change that approach with friendly questions, chances are you’ll be warmly received. That said, always remember that selling is like acting. It’s not just the words that make investing work, it’s the combination of the words and how you say them together that gets you the results you want. Think of President Ronald Reagan, also an accomplished actor.
Let’s look at several quick examples of reverses to help you understand the concept even better. I have marked 1, 2, or 3 throughout the question to show how these reversals are set up. Note how each is constructed to smooth the answer before proposing the reverse question.
one Hey, that’s a great question; There are many different ways we could go with what you’re asking for. two Before I answer that, do you mind if I ask you something? 3 I have a feeling you already had something in mind, right?
one That’s a very interesting question. two But before I dive in, can you help me with something? 3 Why did you ask me about that particular topic at this point in the conversation? What made that important to you?
one OK, it makes sense why you ask that. two Can you help me just a little? 3 Why did you ask that question just now?
Reversing means you’re not talking about your offer, but asking simple questions that are relevant to the prospect and designed to uncover the motive behind the questions the prospect is asking you. The prospect will feel that you want to discover the challenges they face and help them overcome them. Because investing helps you maintain the bond and relationship, the buyer will most likely help you determine if your product or service is a good fit, so no one is wasting their time. As a general rule, it takes three or more setbacks to get to pain.
A reverse doesn’t have to be long and verbose to be effective; sometimes short and concise plays just as well. For example, a potential customer might be talking when they suddenly come to a stopping point. You can just say, “So?” She will follow your lead and guide you to the next level of what she is really thinking.
By the way, investing is extremely effective during price discussions. For example: Lead: “You guys are expensive” Prayed, “That seems pretty high.”
Seller: “You must be telling me that for a reason.”
With no reverse, you have no idea what’s behind that comment. Many times, the person will respond to your reverse by saying, “You must be pretty good!” What he thought was an objection was not an objection at all but an acknowledgment of quality. On the other hand, the buyer says, “You’re expensive and I honestly don’t think I can afford you.” This is also useful information for you, so you won’t waste time proposing a service or product that they won’t buy.
For prospects to handle this objection, reverse or go back and re-investigate your pain. You will always find a direct relationship between how much pain they relive and how much they are willing to pay to make that pain go away. This is where the investment can be used most effectively.