Most of us were taught to answer questions—fast. But in professional sales, the most successful reps do the opposite. Instead of answering immediately, they ask another question to uncover what’s really driving the conversation.
This Sandler strategy is called reversing—and it could be the game-changer that helps you close more sales.
What Is Reversing in Sales?
Reversing is a core principle of the Sandler Sales Method. It means responding to a prospect’s question with a thoughtful question of your own. This technique helps you uncover the real motivation behind what the buyer is asking—before you risk giving a surface-level or misleading answer.
At first, it might feel uncomfortable. Most of us are conditioned from a young age to answer questions quickly, especially from authority figures. But in sales, this reflex can hurt you more than help you.
Why Reversing Matters in Sales Conversations
When prospects ask questions, there’s often a hidden reason behind them. If you take the question at face value, you might miss a critical insight—or worse, make the wrong assumptions.
Consider this example:
A prospect asks:
“Can you guarantee delivery within 30 days?”
It’s tempting to say “yes” or “we’ll try.” But the better response is a reverse, like:
“That’s obviously an important issue. Can I ask why that timeline is critical for you?”
Their answer could reveal:
✅ A time-sensitive event is driving urgency
✅ A competing vendor has set 30 days as the benchmark
✅ A stakeholder is leaving the company and wants to wrap things up quickly
Each of these scenarios calls for a different sales strategy—but you’ll never know which one you’re dealing with unless you reverse the question.
Reversing Uncovers Hidden Sales Opportunities
Effective sales questioning isn’t just about gathering surface-level details—it’s about getting to the heart of what your prospect cares about. Reversing:
✔ Builds deeper trust and rapport
✔ Clarifies the buyer’s true needs and priorities
✔ Helps you avoid costly assumptions
✔ Sets the stage for more qualified, committed prospects
✔ Leads to more confident closes
Stop Answering. Start Asking.
Sales success starts with controlling the conversation, not reacting to it. When you take the time to uncover the intent behind a buyer’s question, you gain powerful insights that move the deal forward—or reveal that it’s time to walk away.
Don’t rush to respond. Pause, reverse, and clarify.
Ready to Improve Your Sales Conversations?
Discover how to use reversing and other Sandler questioning techniques to qualify faster and close smarter.
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