In my containing series on the Sandler Rules, let’s talk about Sandler rule number twelve, “Answer every question with a question.”
We’ve been trained since growing up that we’re supposed to answer questions that we’re asked. What I learned since becoming a salesperson is that most salespeople just want to fix the problem and help themselves sell their services.
In almost all sales encounters I have, the first question a prospect asks has some grain of truth, but isn’t the real issue. If you act like a traditional salesperson and just answer their question, it gives the prospect an opportunity to walk away because they didn’t like something you said.
Your job as the salesperson is to find out the intent behind their question. The best way to do this is to answer their question with one of your own. Consider the following example:
Client: How much does your sales training class cost?
Trainer: Interesting question. Why do you ask?
Client: I want to know how much I will be spending to lean better skills and techniques.
Trainer: Is cost the most important factor in this equation?
Client: No, not necessarily.
Trainer: So what is?
Client: Learning how to be a better salesperson.
Trainer: So let’s see if my class will give you the skills you’re looking for before we get into the cost.
Client: Okay, that sounds like a good idea.
In the above example, the trainer was able to find the real root of the client’s dilemma. The prospect was looking to be a better salesperson, not to find the cheapest solution to become a better salesperson.
When answering with a question, make sure you don’t talk down to the client. By using softening statements like “interesting question” or “I’m glad you asked”, you acknowledge that the question being asked is a reasonable one and you keep bonding and building rapport.
An added bonus to this technique is that you don’t automatically back yourself into a corner. If the trainer had simply answered how much it would cost, the client could have decided it was too much, even without hearing how the classes could help them improve. Here’s an example of the trainer getting backed into a corner:
Client: How long have you been in sales?
Trainer: 10 years.
Client: So you’re going to be teaching me outdated tips and techniques?
My final bit of advice for this post is to be smart about when you respond with questions. If a prospect asks you the same question twice, answer it and then ask your own question. An example would be:
Client: How long have you been in business?
Trainer: Interesting question, why do you ask?
Client: How long have you been in business?
Trainer: I’ve been in sales for 10 years. Would you share with me why you asked that?
If you learn anything through this post, I hope it’s this: The only way to get to the bottom of the issue is by digging deeper, and the best way to do that is by asking questions.
