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A question is your best answer.
Whether selling or negotiating, sales people often feel ‘on-the-spot’ to answer an objection, a question, or a negotiating demand quickly.  It’s easy to feel pressure to give the response immediately, and to feel pressure offer the answer you think the client wants.  But rather than answer, it is almost always best to ask at least one question first, maybe more.

Your questions allow you to better understand clients’ needs or concerns, qualify their importance, and determine if there are likely to be more questions or objections coming.  The best practice is to ask a question about the question, and to take that opportunity to get all the questions on the table by asking if there are others.  Then ask a closing qualifier question like: ‘If I can get satisfactory answers to these questions can you give me the order (or get me a meeting with your boss or client)?’  The answer to that question will give you the road map to a closing, and will give you the information you need when you work internally to gather the information or answers.

Most sales people are skilled conversationalists, and are comfortable with the give and take of a selling conversation.  But when the pressure is on, as a sale gets closer or in negotiations, it’s easy to forget to stay relaxed and conversational.  Answering a casual question or a negotiating demand with a question has several advantages.  First it buys time and takes the pressure off you while you think about the best answer.  Second, it teaches you more about the client’s concerns, direction, or seriousness. And third, a qualifying question will help you manage the interaction to a conclusion.

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