In today’s world of business, the anticipated difficult questions are a daily obstacle. Knowing this, the knowledge to positively respond to these difficult questions is priceless to a business person.
In the following message, the difficult questions often presented to a business person can be categorized under 7 different types.
1) Hostile
Question: Whoa! You are trying to tell me that your product is going to save me money, but your shocking price is twice as much as what the competition is asking. That’s ridiculous! Where do you get off asking for so much?
Standard Answer: When you consider the total cost for the purchase and the return you will receive, you will end up spending less money in the long run.
Unfortunately, answering this way is equivalent to telling your potential buyer that he or she is wrong. After all, the clear implication in the question is that you are charging too much, and the clear implication in your answer is that you are not charging too much. If you answer in that way, your customer will perceive you as controversial, an inference that is highly unlikely to persuade them in your favor.
Positive Answer: What is our pricing rationale? Why have we chosen this price point? How did we arrive at the price?
The above reply has paraphrased the initial question. By answering in this manner, you have taken a hostile question and have answered it while neutralizing the hostility without being viewed as argumentative or guilty of accusations. The key is to take out all words that are negative. Do not paraphrase by saying “Why do we ask for so much or why do we ask twice as much as the competition?” The echo of the questioner’s words will tend to validate their accusations. The goal is to address the price without any mention of how low or how high it is. Practice your response so you are viewed as knowledgeable, confident and competent.
2) Negative
Question: This is the age of mergers. Banks are consolidating. Manufacturing and pharmaceutical companies are joining forces. Everybody’s throwing their lot in with others. Instead of going out there and trying to be the Lone Ranger, why don’t you throw your lot in with one of the larger companies in your sector? You can either get acquired, merge or partner.
Standard Answer: Why do we choose to not merge with other companies?
The “why don’t you” questions will probably become one of the most common forms of negative questions presented to you. Like mentioned before, do not echo the words of the questioner or you may validate their question or you may be viewed as argumentative.
Positive Answer: Why are we remaining independent?
To persuade others in your favor, focus on the positive versus the negative. To win an argument by bashing the other option rarely is as effective as persuading an audience to see why your option is more desirable. A great example is during Obama’s presidential campaign debates with McCain; Obama never appeared negative by criticizing McCain’s viewpoints. Instead, Obama always appeared calm and competent by persuading people to believe his views and not criticizing any views that were not a part of his campaign. When you risk criticizing a viewpoint you also risk losing gain with people who believe in those views.
3) Irrelevant
Question: How come your logo doesn’t have a space between the two words?
Standard Answer: The question is irrelevant to the subject matter. Let’s move forward.
The question will usually elicit a smile, a snicker or a frown by the presenter. The standard answer often will vary.
Positive Answer: “What’s behind the logo design or why the logo style?”
When you’re presenting, there is no such thing as an irrelevant question. Every question from every audience member is relevant and appropriate. If they ask it, you must answer it. This is a fail safe way to not upset anyone or to welcome more irrelevant questions for people who want to watch you lose your calm.
4) Multiple Questions
Question: How much did you spend on Research & Development last year? What percentage of your revenues does that represent? And what is your Research & Development model going forward?
The above three questions are near the same subject and could make it easier to answer. The problem is when the multiple questions given are not at all alike. Often, a presenter will start to answer one question and forget the rest, then respond with “What were your other questions?” The person who asked the question could assume you weren’t listening.
Don’t overwhelm yourself with trying to remember all the questions. Pick the question you want to answer first whether it’s the easiest, hardest or one that caught you off guard. Answer the question then politely state “You had another question.” Most likely the person has forgotten his questions, they will say, “you answered it already” or they will tell you the other question they had. The key is the initial reaction given when you ask versus state they had other questions. When you state, “You had another question”, often this puts the questions in queue for you by the questioner. When you ask in the form of a question it lets others think before they answer and one of the thoughts could be, you didn’t remember. To state they had another question will form a faster response and lead the way through your stream of multiple questions.
5) Statement
Question/Statement: Your new solution appears to be very effective, but you’ve only just released it. You don’t know if it has any kinks. I’d like to see it field-tested, before I commit. It’s not for us at this time.
Standard Answer: Ok, well, here is our number if you would like to contact us at a later date.
The previous answer is not too bad if you are ok with not making a sale. Most likely, they will not call you back!
Positive Answer: “Why adopt our new product now?” …………..
This will be your last chance to make a sale. A good direction is to persuade them to be the first on the block with this new gadget. “Once, this product hits the market hard, the price margins will go up or the market will be overly saturated for the new comers.”
6) Material Previously Covered
You’ve probably witnessed this common occurrence: A presenter delivers a thorough explanation of a new product, only to have someone in the audience ask a question about one of the product’s features — a topic covered thoroughly in the presentation. At an internal company meeting, this usually results in audible groans from other members of the audience. At an external meeting, other audience members, being discreet, stifle their groans.
Standard Response: As I said before……………
Usually, the negativity collected from the audience will rub off to the speaker, in result a nasty comment such as this one comes forth. This will fuel the negativity in your campaign and possibly lose potential buyers.
Positive Response: Absolutely! Our product performs this action better than any other in the market.
Pretend as though you haven’t repeated yourself. Take advantage of your opportunity to recap on previous material, but obviously do not go into as much depth as the first time.
7) Guilty As Charged
Question: There are dozens of little start-ups doing exactly what you’re doing. Then there all those big guys, with their entrenched market share. It’s a jungle out there, and you’re only just getting off the ground. What on earth makes you think you can survive?
This final question type is perhaps the toughest of all, as it concerns a difficult issue about which you or your company are “guilty as charged.” The underlying issue posed by the question is true. Startups do have a difficult challenge, but you don’t have to plead guilty and surrender the point.
Here are a few more productive ways to respond: Start by paraphrasing: “How will we compete? …”Agree with the point: “You’re absolutely right; it is a jungle out there. …”Don’t agree too long; step on the brakes and make a sharp U-turn: “But that doesn’t mean that there isn’t room for a new entrant. …”Supply evidence: “Those large companies are top-heavy and have multiple interests, while our agility and sole focus have netted us 15 major customers in our first year of operation. …”Conclude positively. “So we’re confident that we not only can compete effectively, but will succeed in this market.
