In the world of sales, understanding the true concerns and motivations of your prospects is essential for success. One of the most powerful techniques to achieve this is what sales experts call "understanding the question behind the question." This approach transforms your sales conversations from surface-level interactions to meaningful exchanges that build trust and close deals.

The Power of Looking Deeper

When a prospect gives you an objection or asks a question, there's often a deeper meaning behind their words. As Jeremy Miner and Arman Fur Oak discuss in their conversation, most salespeople make the critical mistake of answering objections at face value without understanding what's truly driving the prospect's concerns.For example, when a prospect says, "Your product is too expensive," they could mean several different things:

• They don't see enough value in your offering

• They're comparing you to a specific competitor

• They literally don't have budget authority

• They're using price as a smokescreen for another concern

By immediately jumping to defend your price, you're likely addressing the wrong issue entirely.

How to Uncover the Real Objection

Instead of rushing to handle objections at face value, try these powerful techniques:

1. Use Clarifying Questions

When a prospect raises an objection, respond with genuine curiosity:

• "How do you mean by 'it's too expensive'?"

• "In what way does it seem expensive to you?"

• "Could you help me understand what you're comparing us to?"

This approach disarms the prospect and encourages them to reveal their true concerns.

2. Pattern Interruption

Most prospects expect salespeople to argue or push back against objections. Instead, try interrupting this pattern with a disarming technique:Example: When a prospect mentions they're using a competitor: "Honestly, [Competitor] is a great solution. Nine times out of ten, it doesn't make sense to switch off them. Just so no one from my team calls you again, that must mean you're not [experiencing a specific problem that your solution uniquely solves], right?"This unexpected response lowers their guard and creates curiosity.

3. Use Tone Strategically

Your tone matters as much as your words. A slightly confused, curious tone when asking follow-up questions signals genuine interest rather than sales tactics. This encourages prospects to elaborate and share more meaningful information.

Moving from Surface Problems to Deeper Issues

Great salespeople don't just solve the immediate problem a prospect presents—they help uncover problems the prospect didn't even know they had.

The Situation-Problem-Impact Framework

1. Situation questions: Understand what they're currently doing

2. Problem questions: Explore what's not working well

3. Impact questions: Uncover the business or personal consequences

Example sequence:

• "What prompted you to take this call with me today?"

• "I'm curious - you didn't wake up yesterday and suddenly think these spreadsheets were a problem. Has something recently happened that caused you to look into this?"

• "How long has this been going on? Has this come up with other employees as well?"

Rewarding Openness and Identity Framing

When prospects share their challenges, reward them with positive reinforcement:"You know, I talk to a lot of people in your position, and you'd be surprised how many don't care enough to address this issue. Good for you for getting ahead of this."This technique, called identity framing, positions the prospect as the type of person who makes smart decisions and cares about important outcomes. Once established in this identity, they'll naturally want to maintain it—making them more likely to move forward with your solution.

The Sales Doctor Approach

The best salespeople act like doctors—they don't just prescribe what the patient asks for; they diagnose the real issue:

1. Listen to the initial symptoms

2. Ask questions to understand the full picture

3. Educate the prospect on related issues they might not be aware of

4. Present a comprehensive solution that addresses the root causes

Closing Thoughts

Remember that selling isn't something you do TO people—it's something you do FOR people. By mastering the technique of understanding the question behind the question, you help prospects articulate their real challenges and find meaningful solutions.The most successful salespeople aren't those who push hardest—they're the ones who listen most carefully and help prospects discover what they truly need.