Rule 12:  Answer Every Question with a Question

This rule is scary to some, and sometimes others may use it as a weapon. Let’s talk about what this rule is and then we will discuss what this rule is NOT.

The intention of this rule is to understand that in basic communication, the first question your prospect asks you is usually a “smoke-screen” question, meaning that this is not the “real” question. If you simply answer the question that is asked, you run the risk of putting yourself in a tight box which may create a situation you may not recover from. For example, let’s look at a situation I had to overcome early in my career.

I am meeting with an owner of a successful company that is just starting to investigate what sales training is and if it is a fit for their company. After some introductory conversations, the owner quickly goes to price.

Owner: “Kelly, what is the price to train my team of three?”

Me: “xxxxx dollars.”

Owner: “How do you justify that cost?”

I now know that price was brought up this early for a reason and it is my job to find out why. Unfortunately, because I just answered the question, I put all the pressure on myself to recover and justify my pricing. Never a place that any salesperson wants to be, but we find ourselves there too often.

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Let’s fast forward to a year later, where I have practiced and understand the rule much better.

Owner: “Kelly, how much are we looking at to train my team of three?”

Me: “Jerry, you must be asking about price so soon for a reason, why so?”

Owner: “Well, everything is about price isn’t it? I just want to know if this is even something we can afford because we have not budgeted for it at all.”

Me: “I understand, does it make sense that we talk about if your issues are even something, I can help you with first, and then we will figure out what money and budget look like?”

Owner: “Yes that makes sense.”

In the “new me” version I didn’t answer his smoke screen question, rather I asked another question to seek better understanding of where Jerry was coming from as an owner. The REAL question or concern that Jerry had was not really the price but that he had not budgeted for any training at all. By answering a question with my own question did I realize the real issue.

Now to address what this rule is not. This is not to be a game of not answering your prospects question or a weapon to evade answering a direct question. If you are using this rule to evade a question, I’m sorry, but you are using it wrong. This is a tool to gain better understanding from your prospect.