Q & A Power: Being Prepared to Deliver the Knockout Punch!

Article Date: June 12, 2006

Have you ever noticed that the same pivotal questions seem to come up at nearly all your sales presentations?  You are not alone.  In fact, there are a number of sales experts who believe that the success of most sales pitches comes down to the salesperson's ability to answer one or two key questions with absolute confidence and authority.

When explaining your product or service to others, write down the questions you hear most.  Then take some time to construct thoughtful, powerful answers.  Refine them and practice them verbally until your answers feel confident and natural.

When delivering your answers in a sales presentation, it can be highly effective to restate the question... that is, to incorporate it into your response:

"Mr. Client, I am glad you asked me about scheduling.  We have developed proprietary software, and a highly structural communications system, that virtually guarantees on-time completion of this project.  Let me show it to you."

Restating the question or issue acknowledges its importance, and subliminally expresses your respect for the person who is asking it.

How effective is having a great answer for a tough question?  Back in 1984, Ronald Reagan's age was becoming a major issue in his re-election campaign.  He had stumbled badly in his first debate with Walter Mondale, and sure enough, the questions came up quickly in the second debate.  Reagan paused, cocked his head slightly and said, "Well... I want you to know that I will not make age an issue of this campaign.  I am not going to exploit my opponent's youth and inexperience."

The crowd went wild, even Mondale laughed--and the rest, as they say, is history.  Game, set, match...Ronald Reagan!

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