Have you ever answered a prospect's question-and wished you hadn't?
- Find the intent behind the prospect's question.
- DON'T answer automatically.
- You put stress on yourself when you make a habit of answering "directly."
Hey, what does this rule mean?
Why are you asking?
Isn't that obvious?
What do you mean by "obvious?"
Why won't you answer my question?
What makes you think I won't answer your question?
Aren't you avoiding answering my question right now?
Am I?
No, you shouldn't use this rule as an excuse to play silly games with the prospect. But behind the rule is a valid concept: Prospects usually don't ask the real question up front. (See Rule #38: The Problem the Prospect Brings You Is Never the Real Problem.) Instead, prospects ask "smoke-screen" questions that hide the real question and its intent. By answering these "smoke-screen" questions directly, instead of posing questions of your own, you run the risk of boxing yourself in.
WHAT IS THE PROSPECT'S QUESTION SUPPOSED TO ACCOMPLISH?
Here's an example. Bruce represents a marketing and public relations firm. He is meeting with the owner of a new restaurant to discuss an advertising campaign. The owner asks, "How much experience does your firm have creating advertising campaigns for restaurants?" Bruce's company has a substantial amount of experience with restaurants. So Bruce answers confidently: "Actually, we have quite a bit of experience with restaurants. We've created a number of very successful campaigns." His prospect then replies, "Well, I hope you're not planning on presenting me with some recycled ideas."
Bruce might recover, but look at all the pressure he put on himself by not finding out the intent of his prospect's question before answering. Had he discovered the real intent of the restaurant owner's question, Bruce could have provided an answer more appropriate to the real question. Let's give Bruce another chance. Suppose he answered the restaurant owner's smoke-screen question with a question.
Owner: "How much experience does your firm have creating advertising campaigns for restaurants?"
Bruce: That's a very good question. And, you're asking because...?
Owner: We're a unique restaurant - our menu is unique, our venue is unique- and we want to make sure that any advertising reflects that uniqueness.
Bruce: That makes perfect sense. Probably the first thing I should tell you is that we recognize that each project has a distinctive set of variables. Each project has to support the client's message with the right theme, the right copy, and the right images. We know that no two restaurants are the same, and that's why no two campaigns are the same.
Bruce never answered the owner's smoke-screen question; instead, he answered the real question.
In the example, Bruce got to the real question very quickly. Sometimes it takes two or three questions to discover the prospect's real question.
Also, notice that Bruce didn't simply "fire back" his response. First, he commended the owner for asking a good question, and then he gave a thoughtful, appropriate answer.
Are there times when you should just answer the prospect's question and not respond to a question? Of course- when you are certain that the answer can help you, or at least can't hurt you. For example, if your prospect asks, "What time is it?" responding with "Good question...why do you ask?" will most likely get you a funny look from your prospect.
