Introduction
Seven years ago, Mark Patrick at the Online Trading Academy first introduced me to the Negative Reverse technique. I was so impressed by it that I dug deeper into learning and practising it, almost like I had discovered one of the biggest secrets in sales. Today, I have to say, all that effort paid off well. I have now added one of the most powerful tools to my sales arsenal and will keep practising as and when needed.
Table of Contents
The Negative Reverse technique in sales was first popularized by David H. Sandler, the founder of the Sandler Sales System. Sandler introduced this technique as part of his broader sales methodology, which emphasizes the importance of understanding the psychological dynamics of selling.
The Sandler Selling System is known for its focus on a consultative, relationship-building approach, where the salesperson acts more like an advisor rather than a traditional salesperson. The Negative Reverse is one of the many tactics within this system designed to help salespeople approach complex sales interactions by encouraging prospects to reveal their true thoughts, interests and motivations.
Sales is often perceived as the art of persuasion, but sometimes, the best way to persuade is by stepping back and letting the prospect convince themselves. This is where the Negative Reverse technique comes into play—a counterintuitive yet powerful method that can help you get to the heart of what your prospect really wants.
In this blog, I have tried to explore the concept of Negative Reverse, when and why to use it, and provide examples that you will be able to relate yourself with as a salesperson.
Understanding Negative Reverse in Sales
The Negative Reverse technique involves taking a step back in the sales conversation, downplaying the likelihood of a sale, or expressing doubt about whether the prospect truly needs your product or service. By doing so, you encourage the prospect to either affirm their interest or reveal their real objections. This approach not only helps in uncovering the prospect’s true feelings but also positions you as a consultant rather than just a salesperson.
When to Use Negative Reverse
1. Dealing with Indecisive Prospects: When a prospect is hesitant or non-committal, the Negative Reverse can help bring their real concerns to the surface.
2. Handling Hidden Objections: This technique can help encourage a prospect to share any hidden objections or concerns.
3. Testing Genuine Interest: When you are not sure if the prospect is seriously considering your offer or just being polite, Negative Reverse can clarify their intentions.
4. Complex Sales Scenarios: In situations involving high-value or complex sales, where the decision-making process is lengthy and involves multiple stakeholders, Negative Reverse can help you better understand the prospect’s position.
Why Use Negative Reverse
Uncovers True Intentions: Pulling back gives the prospect the space to reveal their true thoughts, whether positive or negative.
Builds Trust: This technique shows that you are not just out to make a sale but are genuinely interested in what is best for the prospect.
Differentiates You from Competitors: Most salespeople push for a positive response, but by using a Negative Reverse, you stand out as someone who values the prospect’s needs above all.
Example Communications Using Negative Reverse
Let’s dive into some examples for better clarity.
Example 1: Selling Mutual Funds to a Conservative Investor
Scenario: You are meeting with a prospect who is traditionally conservative with his investments and prefers fixed deposits (FDs).
Salesperson: “I understand that mutual funds involve a certain level of risk, and it might not be the right fit for someone who prefers the safety of fixed deposits. Do you think it is worth exploring this option, or are you more comfortable sticking with FDs?”
Prospect: “Well, I have been hearing that mutual funds have outperformed FDs over the long term, and I have been thinking of diversifying a bit. But the risks do worry me.”
Salesperson: “That is a valid concern. Mutual funds do come with risks, but they also offer the potential for higher returns. It sounds like you are open to exploring ways to balance safety with growth. Would it make sense to discuss how we can structure a portfolio that minimizes risk while still offering the potential for better returns?”
In this scenario, the Negative Reverse approach allows the prospect to voice their latent interest in mutual funds due to higher returns, despite his initial conservative stance.
Example 2: Selling a SaaS Product to a Tech Startup
Scenario: You are selling a SaaS product to a startup in Bangalore, but the decision-makers are concerned about the cost and whether it is truly necessary at their current stage.
Salesperson: “I get that your startup is in the early stages, and investing in a tool like ours might seem like an unnecessary expense right now. Maybe it is better to wait until you have scaled a bit more. What do you think?”
Prospect: “Actually, we have been struggling with managing our customer data efficiently. We know that a tool like yours could save us time and help us scale faster, but we are just worried about the budget.”
Salesperson: “That is understandable. Budget constraints are always a challenge, especially for startups. However, if we can find a way to demonstrate quick returns on investment, it might justify the cost sooner than you think. Should we explore that possibility?”
Here, the Negative Reverse technique helps the prospect confront their own pain points and consider the benefits of the solution, despite their initial reservations.
Example 3: Selling a Luxury Car
Scenario: You are trying to sell a luxury car to a well-off businessman in Mumbai who is still undecided between sticking with his current car or upgrading.
Salesperson: “I completely understand if you feel that upgrading to a luxury car might not add much value to your current lifestyle. Maybe it is not the right time for such a change. What are your thoughts?”
Prospect: “Actually, I have been thinking about it. My current car is reliable, but I have always wanted to experience the comfort and prestige of a luxury brand. I am just not sure if it is the right decision right now.”
Salesperson: “It is great that you are considering all angles. Luxury cars do offer a different level of comfort and prestige, but it is important to make sure it aligns with what you value most at this stage. Should we talk about what is most important to you in a vehicle, and see if this upgrade makes sense?”
In this example, the Negative Reverse helps the prospect articulate their desire for the luxury car, moving the conversation toward a decision.
Example 4: Selling Life Insurance to a Middle-Class Family
Scenario: You are discussing life insurance with a middle-class family in Delhi. The father is hesitant because he believes they are financially stable without it.
Salesperson: “I understand life insurance might not seem necessary, especially if you are already managing well financially. Perhaps it is something that can wait until later. Do you think that is the case?”
Prospect: “We are doing okay, but with rising costs and the uncertainty of the future, I have been wondering if it is wise to delay. I just don’t want to feel like I am overcommitting.”
Salesperson: “It’s important not to overextend, that is true. But it is also about balancing current stability with future security. Maybe we could explore a plan that fits comfortably within your budget but still offers substantial protection. Would that be something worth looking into?”
This approach allows the prospect to voice concerns about future security, making them more open to discussing a suitable life insurance plan.
Conclusion
The Negative Reverse technique in sales is about giving the prospect space to reveal their true thoughts and feelings, rather than pushing for a sale. By subtly suggesting that your product or service might not be the best fit, you allow the prospect to either confirm or challenge that notion, often leading them to convince themselves of the value you offer.
Practising the Negative Reverse technique has its risks too. You might push the prospect away or even offend them if they misunderstand your message. That is why it is important to be clear and careful in your approach, ensuring your message is well-received and leads the conversation in the right direction.
Using this technique requires patience and a deep understanding of your prospect’s psychology, but when executed well, it can be a game-changer in your sales strategy.
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