In the initial stages of discovery, finding your prospect’s hidden hot buttons is often frustrating: especially when you are hit with a barrage of questions that forces you out of your normal selling sequence.

It is not unusual for the prospect to be asking you questions. But remember that the person asking the question controls the conversation and that if you are not careful in controlling the conversation; you’ll lose control of the sale and make a sharp left turn onto the bumpy road of unpaid consulting.

When a prospect asks a question and you’re not sure of the underlying intent, importance, or its relevance; then use a technique called Reversing, which enables you to regain clarity and control of the conversation.

Typically, it takes 3 or more Reverses to clear up a confusing question; because the first 2 responses to Reversing questions are intellectual. The third response is emotional– betraying the underlying intent of the question originally asked by the prospect.

Some examples of first and second underlying Reversing questions are:

· “Have you encountered this problem before?”
· “That’s interesting, where did you see that?”
· “Help me understand better what you mean by (repeat question)?”

Some examples of third and beyond Reversing questions are:

· “And that means?”
· “Oh?”
· “What do you want to do now?”

In polite society, it is considered rude to answer a question with a question. Nevertheless, we are not in polite society-we are in the sales game and we make the rules to the game. When done properly, Reversing actually advances the conversation and the prospect never notices the technique.

But when done poorly, you can come across as being evasive or lacking knowledge about the subject at hand…

…If you Reverse and the prospect comes back with the same question again, just answer the question directly. You can even reveal your hand by explaining that you are asking questions so that the prospect will get the exact information that he is looking for.

Done correctly, Reversing is a powerful bonding technique that establishes you as an expert in the eyes of your prospects and people like to do business with experts in their field!

Thomas Reidy has been in selling for over 25 years. In just under eighteen months, he took a start-up division of a national money management firm from zero to number one in the country for New Business Sales Rep-Earnings. Interested in improving your cash flow through increased sales? sign-up for the free special report:”What to do When the Sale Goes Wrong!” at http://BusinessDevelopment-SalesMarketing.com