Reversing - answering a question with a question - is a potent tool for any sales person, but only if used correctly. Used properly, a salesperson can get a clear understanding of why someone is asking the question so the salesperson can give a better answer, direct the conversation or give an answer that doesn’t disqualify the salesperson before he has even started. But used incorrectly, it can seem like evasiveness which can prompt suspicion in the prospect, damaging any trust that may have been established, and the sales opportunity.

To use reversing effectively, it helps for a salesperson to know where he wants the conversation to go. If he doesn’t, he is more likely to give a response that might sound evasive. For example; a prospect asks: "What can you do for me?" And the salesperson responds: "Well, I'm not sure, but why do you ask?"

Even though the salesperson is technically reversing - attempting to find out what the questioner specifically wants to know before answering - the response seems evasive. Not only did he not answer, but he has turned the control of the conversation back to the prospect without establishing any direction for the conversation.

In the example, the prospect might have followed the first response with: "I was just hoping you would tell me what you could do for me." Or, "Look, if you don't think you can help me, then let's not waste each other's time."

In either case, the prospect is now likely on the defensive, so situations like these can deteriorate quickly into the prospect and the salesperson playing a game with each other rather than communicating.

The Goal is Precision
For a salesperson to avoid giving the impression he is ducking a prospect's questions, he should strive to show the prospect that precision is the reason he isn't giving an arbitrary answer, but rather that he is just making sure he understands what he is being asked before answering.

This pursuit of clarity at the front of the process will also give comfort to prospects as the relationships evolve that the salesperson isn’t going to just tell them whatever sounds good to get them to the close. Reversing is also a useful tool to steer a conversation in a direction most favorable to the salesperson’s interests, and away from their weaknesses and can be used to plant seeds for an idea that the prospect may have not considered.

Let’s see how we might use reversing more effectively with the same question that was asked in the earlier example. Prospect asks: "What can you do for me?" The skilled salesperson responds: "That's a good question, and since I really don’t know your situation yet, I'm not exactly sure. How about I share with you some of the things I’m doing for my clients, and then you can share with me if they might be helpful for you, OK?"

In this example, as in the first, the salesperson answered with a form of "I'm not sure," but went on to explain why rather than evading the question. Then, in the form of a question, the salesperson sets the direction and "contract" for the rest of the conversation before turning back to the prospect. Reversing in this way will direct the conversation, allow the salesperson to maintain control and keep the prospect comfortable.

Communication Tool for Mutual Benefit
All professional salespeople should develop reversing for more potency in their communication. They should learn to use it correctly as a tool to communicate with clarity and not to evade or avoid tough or uncomfortable questions.

If used in this way, the salesperson not only does a better job representing himself and his company, but he also becomes more efficient in serving prospects and customers.

Joe Marr is a public speaker, sales and management consultant and trainer, and runs Sandler Training at 501 Avis Drive in Ann Arbor. To reach him call 734-821-4830 or visit his Web site at www.sandlerannarbor.com.