What is reversing?

[Tales of the Sales]

The Sandler strategy known as “reversing” is a simple, powerful technique that helps salespeople avoid the all-too-common problem of mutual mystification, wherein your client says one thing and you interpret it as something else — or perhaps you answer a question that wasn’t asked. Mutual mystification stands in the way of you making an accurate diagnosis of the person’s problem. Reversing makes an accurate diagnosis much more likely. Let me share a quick story that will illustrate how this works.