This week for my blog post I would like to unpack the Sandler Rule #12. By also giving an example. This rule states
“Answer every question with a question” Mattson
When I first read this, I was confused. How can you answer a question with a question. My first thought would be you need to answer the question. However, Mattson says to not answer automatically. This is because the prospect does not often ask the REAL question right up front. It may take some digging to get to the real question. While not knowing the real intent behind the question the prospect may not be able to appropriately give the other the information they are actually in search of.
For example, an owner of a coffee shop may be in search of a new content and social media marketing individual. Here is an interview example with Sophie a well experienced social media marketer. This is a good example of how to answer every question with a question.
Owner: How much experience do you have creating content for coffee shops and marketing online for coffee shops?
Sophie: That’s a very good question. And what content are you interested in…?
Owner: We are a local coffee shop right near the beach, we like to have specialty energy teas and seasonal coffee specials. We love for customers to become friends and to want to come and hang out to take a break from the sun and catch up with friends. I want to be able to display that through our content.
Then Sophie would go on to explain how her skills would be able to complete what the owner is looking for. Sophie did not need to answer the smoke-screen question. Sophie followed the initial question with a question. If Sophie answered the question talking about her experience filming and editing videos for a coffee shop, she would have boxed herself in and not been able to get to answer the real intent of the question which was being able to convey the experience and feeling of the coffee shop. This is an interesting method to use and can be very effective especially when interviewing to learn more about the company you are interviewing with.
RMcIlwain
I think this is a good reflection on Rule #12 Answer every question with a question
Sometimes this is more about being able to keep the conversation engaged and learn more about the customer or client in the moment. Asking a client just to “tell me more about that.” Finding the root issue or pain point through a series of questions can help you to best give your client what they need.
Rule #12 is really valuable. You do not want to spill your candy in the lobby, and you want to uncover the real pain. Maybe the coffee shop is struggling to get customers because of a reason unrelated to social media marketing. By digger deeper, the salesperson can understand what is truly going on.
I like your thoughts on this rule! It’s definitely an interesting one. It’s also really neat how this rule ties in with others we’ve read/talked about, like #37 (All prospects lie, all the time), #2 (Don’t spill your candy in the lobby), and especially #3 (No mutual mystification). You have to make sure you and your prospect have clear communication, and that you both know what the other is talking about when answering questions.