Thinking Backwards Is Forward Thinking

Written by Ryan Sarti

Sales people want to move the sale ahead. That is what we do for a living. Usually we forge ahead, sometimes at full steam, sometimes we forge ahead a little more tentatively. But, we are always forging ahead so we can move the sale ahead.

Sometimes we have to think backwards to move the sale ahead. Sounds a little convoluted, doesn’t it? It does, but it isn’t.

Here’s what I mean. Everyone is concerned about getting the order. And all sales reps and their managers want to know “when” they will get the order. To get the order, you have to move the sale ahead. So far that isn’t very convoluted, is it?

Many reps ask the prospect a simple question to get the information they want about when the order might be placed. The question is: “When were you thinking about placing the order?” That question simply doesn’t work in most cases because it doesn’t get the right information. Seems like that question should get the information you want. After all, it seems like a direct question.

It is a direct question, but the likelihood of getting a direct answer is pretty slim.

So why does a direct and simple question not get the answer we want? In most cases, it places too much pressure on the prospect. And, if there isn’t enough bonding a rapport, that question is likely to draw a vague answer like “soon.” Or, maybe the answer will be less than honest.

Good questions are asked for the benefit of the prospect, not the sales rep, and “when will you order?” is asked for the benefit if the rep. To benefit the prospect the question has to help the prospect think through his or her process.

To move the sale ahead, help the prospect think backwards.

That is not backwards thinking. Helping the prospect think backwards is actually forward thinking!

When the question is asked for the prospects benefit, trust increases, rapport improves and getting the truth is easier. Making the sale gets much easier too.

How can you ask a good question about when a decision will be made? We know the “If I can save you some money will you buy today?” is not the right approach. How often does that work? That question really places a lot of pressure on the prospect and they’ve heard that one a million times before.

But what about something like this? You might consider saying to your prospect, “If you decide that you want this done, regardless if you pick us or someone else, when would you like it done? While that is a little better, that question is still for the sales rep, not for the prospect. And, it still adds a bit a pressure to the situation, if the prospect is really listening.

Instead of one question, consider a sequence of questions. It starts with the end in mind and moves backwards. Think of that as backwards thinking that moves the sale ahead.

It might go like this. “Let’s pretend this problem is big enough to solve and you want to do something. When would you like to be able to start measuring the results? To measure those results, when would you have to implement this? What is the process around here for getting something like this implemented? If you did implement this, how far in advance would you have to get this approved? Adding in the delivery times, when would it make sense for you to complete your decision process? Tell me about all the things you need to make your decision an easy one.”

“When I send you the proposal, is it to convince or confirm? What are all the things you want to see in it.”

By asking questions that are of value to the prospect you set yourself apart from those who don’t ask questions for the benefit of the prospect. Questions for the benefit of the prospect builds rapport and trust. It also builds your credibility. And it helps reduce any external pressure the prospect might be feeling.

In a nutshell, thinking backwards is forward thinking because it helps move the sale along. And, as sales people, we all need to move the sale along as best we can. Studies show that 50% of the proposals given to decision makers are never acted upon. That means in half the cases, all the work the sales rep did was for no reason, because the decision maker didn’t do anything to effect a change.

Business is changing rapidly and we have to look at things from different perspectives if we want to move ahead. Where else in your business can you change the way you look at things?

Ryan Sarti -
	Ryan Sarti creates tools that sales professionals and small business owners can use today to create remarkable results. For information on his books, articles, training, speaking, and performance management consulting, contact him at 312-543-6952 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it Read More >>
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