When cold calling it is so important to answer questions with a question.

This does not mean avoiding the question. It just means that you keep control of the conversation.

Most salespeople are polite. When they are asked a question they answer it immediately and then wait for the next instruction. This turns the salesperson into a servant rather than a peer.

If you do not answer with a question two things will happen.

First the prospect takes control of the call.
Second the conversation goes flat.

You end up in an interrogation where they ask the questions and you give the answers until they eventually hang up.

The Art of the Reverse

In our SDR Sales Training, we teach reps that whoever is asking the questions is leading the dance.

To stay in the lead you need to pivot their question back to them.

Here are three real examples of how to do this in practice.

1. "Where are you calling from?"

This is often a smokescreen. They are trying to categorize you.

Salesperson: "I'm calling from ABC Company. You may not have heard of us. Now that you know where I am calling from is that a reason we should discontinue the conversation?"

Notice the pivot. You answer the question but you immediately throw the ball back to check their intent.

2. "Where did you get my number from?"

This is a common objection in Australia. Salespeople panic here. They start apologizing. Instead use it to highlight your skill.

Salesperson: "I use a data provider. Are you worried or impressed that I broke through the noise?"

This usually gets a laugh or at least a moment of respect.

3. "What makes you different from your competitor?"

If you answer this with a feature dump you lose. You do not know what they value yet.

Salesperson: "It is hard to answer that straight up. I would have to understand how and why you currently use our competitor. What is one thing you really like about working with them?"

Why This Is Hard

All three examples ensure the salesperson remains in control.

This is much harder in practice than it looks on the page.

Your brain is wired from a young age to answer questions. When a teacher or a parent asked you something you answered. It feels rude not to.

But you have to remember that your prospect is wired the same way.

If you ask them a question they feel a psychological need to answer it. This is how you open them up.

We discuss the psychology behind these interactions in The Sales Translator. You need to understand that their question is rarely about the facts. It is about power.

Keep The Momentum

If you answer a question and stop talking the call dies.

If you answer and ask another question the call moves forward.

We proved this maintains engagement in our Cold Calling Case Study. The longer you control the flow the higher your conversion rate.

Keep asking questions. Keep in control.

Happy dialling.

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