Four Words Can Open Up Communication or Shut It Down

Ask the magic question

Composite image by Jerry D Clement; used with permission

Years ago, in one of my sales training sessions when I was working in the freight industry, I learned to never answer a question without knowing why it was asked.

Instead of immediately answering a question, we were taught to say a version of this: “That’s a good question. Why do you ask?”

Knowing why the prospect wanted the information helped us craft a more effective answer and often avoid introducing a negative into the conversation.

Consider this scenario:

“Do you have service to Boise, Idaho?”

“No, we don’t.”

Conversation stops.

But it could go like this:

“Do you have service to Boise, Idaho?”

“That’s an interesting question. Do you have freight going to Boise?”

“Yes, about 20 shipments a month.”

“We don’t go there directly but we can arrange to get it delivered through one of our partners.”

Or it could go like this: