If used incorrectly or at an inappropriate time, reversing can stall or even end the selling opportunity. In order to use reversing effectively, you must know where you want the conversation to go. If you don't know in which direction you want to move, you are more likely to give a response that might sound evasive. For example, early in the "pain" step, the prospect asks, "What can you do for me?" You respond with, "Well, I'm not sure, but why do you ask?" or, "That's a good question. We do a lot of different things for different people. What were you hoping I could do for you?" Even though you are following the rules of reversing - a question preceded by a softening statement - your response seems evasive. Not only have you not given the prospect any information, but you've hit the ball back into his/her court without giving any sense of direction or control.

In the previous example, the prospect might have followed your first response with, "I was hoping you would tell me what you could do for me." A reply to your second response in the above example might be, "Look, if you don't think you can help me, then let's not waste each other's time." In either case, the prospect is now on the defensive. Scenarios like these can deteriorate quickly with the prospect and the salesperson "wrestling" for control.

To avoid giving the impression that you are ducking the prospect's questions, listen proactively for subtle intents in the prospect's questions. Keep in mind the direction in which you want the conversation to go. Then use reversing to gather additional information and keep the conversation flowing in that direction.

Let's revisit the above example and see how we can use reversing to control and direct the conversation. Remember, this is early in the "pain" step.

Prospect: "What can you do for me?"

Salesperson: "That's a good question and since we haven't had much of a conversation yet, I'm not exactly sure. If I told you a little about some of the things I do for my other clients, do you suppose that you could tell me what, if anything, would be useful or relevant for you?"

In this example, as in the first, the salesperson answered with a form of "I'm not sure," but explained why rather than evading the question. Then, in the form of a question, the salesperson sets the direction and "contract" for the rest of the conversation before hitting the ball back in the prospect's court. Used in this manner, reversing will promote the flow of conversation, allow you to maintain control, and keep the prospect comfortable.