Reverse Selling Psychology

The problem with most salespeople is that they talk too much. If every time they opened their mouths they asked a question, they would close more sales. Think of the stereotyped used car salesman with his: “Tell you what I’m gonna do.” That presentation sticks out like a sore thumb! The salesman’s mouth is constantly moving where a professional lets the customer do the talking, and lets “reverses” keep the interview moving in the direction of a sale.

A reverse is the strategy of asking questions in response to a prospect’s question. They are limitless reverses to call on, but here we are going to deal with my ‘down and dirty’ dozen. Since prospects rarely ask the real question up front, to get to the real question you must operate on the rule-of-three. That is: It may take three questions to get to the prospect’s real intent. By the third question, you will have determined the prospect’s emotional set. This is

what influences the decision to buy, not the intellect.

This is how the rule-of-three works.

Prospect: “Do you have more than one of these?”

Salesperson: “Why, yes.” (excited and expecting to close)

Prospect: “I wonder how many they make.”

Salesperson: “Lots of people buy this model.”

Prospect: “I’m sorry to hear that, I like to buy exclusives.”

This salesperson will recover in time, but look at all the unnecessary pressure he placed on himself. He could have used reversing and the rule-of-three like this:

Example #1:

Prospect: “Do you have more than one of these?”

Salesperson: “That’s an interesting question, why do you ask?”

Prospect: “I was wondering just how many they make?”

Salesperson: “That makes sense. May I ask why that’s important to you?”

Prospect: “I like buying exclusives.”

The salesperson now has the flexibility to deal with the real issue. He is able to think because there is no undue pressure on him, and he has the freedom of movement in any direction.

Questions alone can sometimes appear harsh and arrogant. A softening statement creates a less defensive atmosphere for the prospect while ensuring a straight answer. Let’s look at a few softening statements.

Example #2:

“Good question.”

“I’m glad you asked me that.”

“That’s a good point.”

“That seems to be an important question to you.”

If you speak quietly and use softening statements, you will calm the prospect, and your questions will surface in a non-offensive way.

Suppose the prospect is moving too fast for you. Try this reverse to help you keep the control:

Example #3:

“That’s an interesting point. But you lost me at the last traffic light. Could we backtrack for just a second.”

If the prospect really puts pressure on you, it a simple matter to ask:

Example #4:

“John, why are you putting all this pressure on me?”

When a situation arises that you cannot satisfy, you have the following option:

Example #5:

Salesperson: “We have a problem.”

Prospect: “What’s the problem?”

Salesperson: Outlines the problem and ends with: “Do you see a way to overcome it.?”

If there is a lull in the interview, you can ask the prospect to ask you a question. Then you come right back with:

Example #6:

“That’s an interesting question, why did you ask that particular one?”

Salespeople frequently hear questions when none have been asked. A few examples are:

“The price is too high.”

“You people always do this to me.”

“The deliveries are always too slow.”

These are all statements, not questions. Statements do not call for an answer, they call for a response. The proper response falls into the following category of reverses:

Example #7:

Prospect: “The price is too high.”

Salesperson: (quietly, and with assurance) “which means . . .”

OR

Prospect: “You people always do this to me.”

Salesperson: “‘Do this to me’ means . . .”

You have no way of knowing what the prospect means by any given statement unless you ask. A statement like, “The price is too high,” may not be an objection at all but in reality may be a sign of stress. The customer’s stress. If this is the case, your interview would proceed like this:

Example #8:

Prospect: “The price is too high.”

Salesperson: “Which means . . .”

Prospect: “Which means, the price is high, but with other details I can understand it.”

If the statement, “The price is too high,” were an objection it might mean the prospect wants to negotiate. In that case, you proceed as follows:

Example #8A:

Prospect: “The price is too high.”

Salesperson: “Which means . . .”

Prospect: “Which means, we’re going to have to do some talking in order to close this deal.”

In the previous examples, reversing eliminated the need for mind reading. In another case, the reverse acts as a paintbrush for the prospect to produce his or her own ideal solution. All you have to do is ask:

Example #9:

“If you had a magic wand which could produce the ideal solution to this problem, what would it be?”

The prospect now feels free to describe his product or service needs.

There are as many reverses as you have imagination, but let me add one more of my favorites. When things get tense, I urge the prospect to open up, by saying:

Example #10:

“Off the record . . .”

“Off the record, George, what price were you thinking of?”

There is one exception to reversing. When the customer asks the same question twice, then by all means answer it.

Prospect: “How much is it?”

Salesperson: “Good question, why do you ask?”

Prospect: “How much is it?”

Do not risk antagonizing the prospect; answer the questions. In many cases reverses will be answered by the prospect in a redefinition of the original question.

Example #11:

Prospect: “How wide is it?”

Salesperson: “Good point, why do you ask?”

Prospect: “I’m concerned about the space I have and whether it will fit.”

Reversing also comes in handy when the prospect uses “play-it-safe” words. These are words designed to fend you away from the real issues. Words like:

Might

Possibly

Maybe

Considering

and so on, are used to duck commitments. Again, reversing is useful.

Example #12:

Prospect: “We really like you, Rich. We are giving you top consideration.” (What does this prospect mean? Who knows?)

Salesperson: “Thank you, Dan, let me ask you a question. What does ‘top consideration’ mean?”

Play-it-safe words have been stinging you for years, so don’t fall into the trap. A good reverse builds a better mousetrap for you!

If you’ve done your job well, and once you’ve closed the sale, your customer will think you never opened your mouth. Reversing lets the customer talk himself right into buying. You’ve just kept the interview moving using the right reverse at the right time. Reverses give you and the prospect alternatives. And remember, a winner has alternatives while a loser puts all his eggs in one basket.