CDN NEWS | 
US NEWS 
Written by Hamish Knox; President of Sandler in Calgary, Canada
Creating accountable, sales focused organizations in Calgary
“Your value as a salesperson, and ultimately the amount of your compensation is based on the amount of information you gather instead of the amount of information you dispense,” goes the Sandler Rule that our clients hear early in their work with us.
Applying this rule in the real world is challenging, especially for detail- or task-oriented individuals. The former wants to dispense their information to build their credibility (when doing that has the opposite affect) and the latter want to “get to the <BLANKING> point,” so they fall into interrogation mode firing one question after another at their prospect without taking time to actively listen to their prospect’s responses and adjusting their questions to uncover their truth.
I had several conversations last week at Sandler’s Sales and Leadership Summit, and in coaching calls with my clients over my years in Sandler, about a technique that will support both the detail oriented and task oriented apply the Sandler Rule above. Specifically shortening their “reverses” down to one or two words.
“Reversing” is a core Sandler competency that literally means “answering every question with a question,” but in practice supports us in overcoming humans’ tendency to hide their real question (e.g. a child asking, “when are we having dinner?” instead of “may I have a cookie?”) with a “smoke screen” question.
Reversing also activates our wiring to answer questions when asked, which is created and reinforced during childhood.
In a role play with one of my colleagues during a break at Summit last week they experienced the power of one-word reverses. They, playing a prospect, said to me, “my sales team isn’t performing,” to which I immediately (and gently) replied, “huh?” Without pausing they replied, “we’re not going to meet our targets this quarter” then sat back in their chair as they realized how my one-word reverse had prompted them to continue talking.
Don’t get nervous that your prospect’s will have the same “ah-hah” that my colleague did. David Sandler said, “I could hold up a sign that says, ‘I’m doing it to you now’ and you’d never notice.” Because Sandler’s system is conversational when a reverse is gentle, nurturing and conversational your prospect’s unconscious mind will say, “we’ve been asked a question and must respond,” and your prospect will expand on their initial statement or clarify their question.
Another Sandler Rule, “they can’t argue with their own data,” can give you more options when reversing your prospect. For example, a personal trainer is asked, “how can you help me get fit?” to which they gently reply, “get fit?” Which prompts their prospect to define what they mean (instead of what the trainer thinks they mean) by “get fit.”
To be effective one-word reverses must be slipped into your conversation with gentle tonality very close to when your prospect stops speaking without cutting them off. Too long of a pause after your prospect stops speaking and your one-word reverse like “and,” “because” or “which means,” doesn’t sound conversational and is more likely to damage rapport with your prospect.
Until next time… go sell something.
New Sandler Book out now!
Selling in Manufacturing and Logistics
In Selling in Manufacturing and Logistics: The Twelve Key Strategies For Managers And Salespeople, Sandler trainers Mike Jones and Ken Guest introduce alternative processes for salespeople and managers to follow when selling in these industries, where traditional sales methods are ineffective.
Get a sneak preview… download a free sample chapter!
Or contact us at admin.sales4training@sandler.com to purchase a copy.
LinkedIn, Facebook, Twitter, Instagram, YouTube
Share This:
COMMENTARY: Canadians Should Decide What to do With Their Money – Not Politicians and Bureaucrats