During any sales process, there are going to be questions that the prospect will ask. These questions can range from genuine interest to challenging traps. If the salesperson isn’t careful, it is easy to be snared by the prospects’ questions and lose the opportunity for a meeting or sale. David Mattson shows that Sandler Rule #12 is crucial for these situations: “Answer every question with a question.” This isn’t to be annoying and beat around the bush on a topic so that you trick your prospect, but quite the opposite. As mentioned earlier, some prospects may ask questions that try to box you in. If you simply answer with a statement, you are giving the prospect a limited idea of what you can do, not helping them see the greater possibilities. However, if you answer the question of the prospect with another question, you can gain a more specific understanding of what the needs, pains, and desires of the prospect are. This rule helps remind the salesperson that it is important to dig for information, find the root problem or need and figure out if a business relationship is beneficial for both parties.
Questions are the best way to better understand challenging questions and build rapport with your prospect. Learning more about sales, I have discovered that true “selling” is about serving your potential prospect and customer, not just trading resources.
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I agree with your point about the importance of asking questions in the sales process. Rather than giving a simple answer to a prospect’s question, asking a question in return can help the salesperson better understand the prospect’s needs, goals, and concerns. This, in turn, can help the salesperson tailor their approach and offer a more effective solution. Additionally, by showing a genuine interest in the prospect’s situation, the salesperson can build rapport and establish trust, which is essential in any successful sales relationship.