A training prospect once called me and asked a simple question.
My answer cost me the deal.
Early in the conversation, he asked:
"Do you work with big companies?"
I jumped right in.
"Oh yeah. IBM, Chase Bank, Humana, Dell, several Fortune 100 companies…"
I was feeling pretty proud of that answer.
He paused.
Then said:
"Hmm. I'm actually looking for someone who understands selling for a small company to solo professionals. This probably won't be a fit."
But of course I understood since I WAS a small company who also sold programs to solo professionals… too late.
There I was, trying to respond…. but that’s tough when your foot is firmly still stuck in your mouth.
I didn't lose that deal to a competitor. I lost it to my own assumption.
However, all was not lost, though.
Something I've repeated in training and writing probably tens of thousands of times is this:
There is never rejection. Only learning.
And after being blessed to serve this profession for a long time, I've earned several graduate degrees… from mistakes.
Here's the lesson that one taught me:
When someone asks you a question, you do NOT yet know why they're asking it.
Until they explain their reason, you are guessing.
And when you guess wrong?
Your answer can miss the mark.
Or worse…
You create an objection that didn't even exist.
How to avoid that, and answer in the optimal way is this week’s Big Lesson.
The Two Frameworks to Learn What They Are Really Asking You, and Why
Questions are rarely requests for information. They are requests for reassurance.
Most people hear a question and immediately answer it.
They respond based on their interpretation of what the question means.
And that interpretation is sometimes wrong. Or at least not completely accurate.
Now, I get it… I won’t go overboard here… if a friend asks whether you want to go to lunch, you probably wouldn't respond with:
"That depends… what is your motivation for inviting me?"
(Although… you might… that's a different issue… probably entirely different type of newsletter.)
Anyhoo…
Let's talk about sales conversations.
Prospects constantly ask questions about:
Capability
Experience
Reliability
Process
Specifications
Pricing
Timing
Support
Risk
And here's the danger:
Your answer might not address the real concern behind the question.
Example
Prospect asks:
"Do you offer pricing terms?"
An inexperienced or anxious rep might immediately think:
Uh oh… price objection.
They might start discounting mentally… or verbally.
But look at some of the many possible motivations that could exist:
They routinely defer payments on all purchases.
They're compiling a comparison sheet and need complete data.
They already prefer you, but need terms to justify the decision internally.
Their CFO requires payment flexibility.
They want to preserve short-term cash flow.
Their bonus depends on capital expenditure timing.
They're testing how flexible you are as a partner.
They're concerned about implementation risk and want reduced upfront exposure.
They've been burned by vendors before and want protection.
They're simply gathering procedural information.
Same question.
Ten completely different meanings.
If you answer blindly, you risk solving the wrong problem.
Or creating a new one.
The Smart Calling Approach
Before answering…
Learn the reason behind the question.
Two simple frameworks work beautifully.
Framework 1: Offer Possible Motivations
"Curious… are you asking because you typically use terms for cash-flow reasons, or are you comparing options right now?"
Other variations:
"Just so I can answer best, is this about budgeting flexibility, or approval requirements?"
"Are you looking at this from a financing standpoint or an evaluation standpoint?"
This helps them clarify their thinking while keeping the conversation comfortable.
Framework 2: Semi-Direct Clarification
"Well, it depends on a few variables. So I can give the best answer for you, could you share what prompted that question?"
Other options:
"…so I make sure I address what matters most to you."
"…so I don't give you a generic answer."
"…what role that plays in what you're evaluating?"
Notice what happens here:
You shift from reacting to diagnosing.
That's professional selling.
Your Action Step
Here's a simple exercise that produces massive results.
List the questions you hear most often — especially the ones that feel like objections.
Brainstorm every possible reason someone might ask each one.
Prepare your best answers for each scenario.
Then craft your clarification questions using the frameworks above.
Yes, it takes work.
But this is the difference between amateurs and Ultimate Sales Professionals.
When You Do This…
You'll find yourself preventing objections instead of handling them.
You'll give answers that feel perfectly tailored. Even before presenting.
And something else happens…
You stop fearing questions.
Because questions no longer signal resistance.
They signal opportunity.
And that's when selling becomes easier, calmer, and far more successful.
Focus on the POSITIVES
At a wood-fired grill restaurant recently, I asked the waitress if they had lemonade.
She said:
"We do. It's fresh-squeezed… but there are no free refills."
That stopped me for a moment.
I was already sold on lemonade. I wanted it.
But suddenly I heard a negative.
Of course I still ordered it. I wouldn't have cared what it cost for the first one.
But many people would.
Why introduce a drawback before someone even decides?
Sales reps do this all the time:
"Yes, we have left-handed adapter modules… but they don't work with G-ring cables."
Unnecessary negatives create unnecessary hesitation.
I was reminded of Boston Legal (still one of the best-written shows ever. William Shatner and James Spader were brilliant together).
During a deposition, an attorney had to stop her own client because he kept volunteering damaging information that wasn't even asked for.
Same principle.
Answer the question. Don't argue against your own solution.
Lead with value. Address limitations only when they truly matter.
In that rare perfect sales call, prospects talk themselves into buying… but salespeople often talk buyers out of it.
How to Handle Rushed Prospects Who Say, "Just Tell Me What You Have."
A reader asked:
"How do you build a relationship with prospects who immediately say, 'Tell us what you offer,' or refuse to answer questions first?"
Usually one of three things is happening:
They aren't convinced you bring value yet.
They've been burned by scripted pitches.
They're testing whether you're a professional… or a presenter.
Professionals diagnose. Pitchers present.
Here are responses that maintain control while remaining respectful:
Option 1
"Trying to tell you what I could do without knowing anything about you would probably waste your time and mine. By learning a little about your situation regarding _____, I'll be in a better position to discuss mutual value."
Option 2
"I could give you an overview, but honestly it would be generic. Give me two minutes of context about your situation with _____ and I'll tell you specifically whether this is worth your time."
Option 3
"I likely do have something to offer, but until I understand your situation in _____, I wouldn't know how you'd benefit. Let's start there."
Maintain composure.
No defensiveness. No rushing into a pitch.
The moment you abandon discovery, you accept the role of vendor.
Find Out WHY They Want References
This one ties directly into today's Big Lesson.
Ever notice how often prospects ask for references…
…and how rarely they actually contact them?
Many aren't truly trying to speak with customers.
They're evaluating something else:
Do you have references?
How confidently do you respond?
Have you worked with companies like theirs?
Are you credible and established?
So instead of immediately sending a list, try this:
"Absolutely, I have many and I'll be happy to provide references. What would you like to see?"
Now you learn their reason for asking.
That allows you to:
address concerns immediately,
provide more relevant proof,
and sometimes eliminate the need for references altogether.
(Of course, always be ready to provide plenty.)
References don't close deals. Relevance does.
New Book Recommendations
A Must-Have for Sales Leaders
It has long been a pet peeve of mine that sales leaders tend to go down far too many administrative rabbit holes, while neglecting their most important role: coaching and developing their sales pros.
Most sales leaders don’t struggle because they lack effort or experience. They struggle because pressure changes how leadership shows up.
That’s why I recommend FOCUSED, a brand new book (released TODAY) by Steven Rosen.
It’s not a motivation book. It’s an operating manual for leaders who want consistency, not heroics, when conditions get difficult. (As they always do.)
The ONLY Way to Sell: With Integrity First
In a marketplace drowning in automated fake-personalized sequences, and many salespeople looking for the next shiny object opening or subject line, Mark Hunter’s Integrity First Selling is the definitive guide for the "other-focused" approach that we insist on here.
Mark proves that integrity isn't a woo-woo platitude or poster. it’s a high-performance strategy that builds higher margins and fierce customer loyalty.
He rejects the "spray and pray" madness, showing you how to bring your authentic self to the table to solve real problems for the right people.
This book provides a practical framework to turn accountability into your greatest competitive advantage, making sales feel less transactional and more transformational. If you want to build a reputation that precedes you into every room, this is your blueprint. Get it today.
If you know a friend or colleague who would benefit from the Smart Calling approach, do them a favor and forward this email. They can subscribe at SmartCallingReport.com.
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Finally, we are this close (holding my thumb and forefinger almost touching) to releasing the brand new The First 20 Seconds masterclass, which shows exactly how to develop your interest-creating opening and voicemail, word for word, based on my proven Smart Calling process.
There will be a couple of cool bonuses, including training where I take 37 actual openings posted on LinkedIn, review and rewrite them (most of them are apologetic nonsense.) Stay tuned.
Go make it your best week ever!
