Objections, doubts, and hesitations—these are common hurdles for anyone in sales, whether you’re working in a B2B or B2C environment. Every salesperson has heard statements like, “This solution won’t work for us,” or, “Your product is too expensive.” At first glance, these may seem like dead ends, but what if there was a way to reframe these objections and open up the conversation? Enter Neuro-Linguistic Programming (NLP) and its powerful tool, the “but what if” statement.
“But what if” statements serve as a subtle yet effective way to shift a person’s mindset, particularly when they are stuck in a negative or limiting belief. By prompting new angles of thought, these statements can help buyers reconsider assumptions, uncover solutions, and ultimately pave the way for a successful sale. Let’s explore how this technique works and how you can use it to become more effective in your sales interactions.
The Psychology Behind “But What If” Statements
NLP focuses on how language and thought patterns influence behavior. “But what if” statements act as embedded commands—phrases that lead a person to focus on possibilities rather than limitations. The human brain responds well to hypotheticals, as they encourage curiosity and imagination. When you introduce “but what if” into a conversation, you’re inviting the other person to explore a different perspective without directly challenging their current stance.
For example:
- Negative belief: “This solution won’t work for our business.”
- Reframing statement: “But what if it does? How could it transform your operations?”
A well-placed “but what if” statement interrupts the pattern of negative thinking and opens up the floor for dialogue. It plants a seed of possibility, allowing the buyer to entertain the idea of success.
This tool is particularly valuable in sales because buyers often resist change due to fear of the unknown. The “but what if” technique helps address these fears indirectly, emphasizing potential benefits rather than focusing on objections.
Applying “But What If” in Sales Conversations
Sales interactions often revolve around overcoming objections and doubts. Using “but what if” statements can transform resistance into curiosity. Below are some practical ways to apply this technique across different sales scenarios:
1. Overcoming Price Objections
Price is one of the most common objections in sales. Buyers often hesitate when they perceive a product or service as too expensive. Instead of countering the objection with hard logic, consider reframing the conversation.
- Customer: “This product costs too much for our budget.”
- Salesperson: “I understand it feels like a big investment. But what if this solution saves you more money in the long run? Would that change how you see the value?”
Reframing the objection helps buyers see the bigger picture. Instead of focusing solely on the upfront cost, they begin to consider potential savings, ROI, or the long-term benefits of the purchase.
2. Addressing Doubts About Suitability
Sometimes, buyers hesitate because they’re unsure whether a product or service is the right fit for their unique needs. This is especially common in B2B sales, where complex systems and processes are involved.
- Customer: “I don’t think this product integrates well with our existing setup.”
- Salesperson: “I see where you’re coming from. But what if we could provide seamless integration? Would it solve your current challenges?”
This “but what if” approach not only shifts the buyer’s perspective but also invites them to imagine a scenario where their doubts are resolved. It keeps the conversation moving forward and opens up an opportunity to provide concrete evidence of the product’s compatibility.
3. Encouraging Prospects to Take Action
Buyers often procrastinate on decisions due to fear of making a mistake. This can lead to lost opportunities and indecision. By integrating “but what if,” you can help prospects visualize a positive outcome.
- Customer: “I’m not sure now is the right time to make this change.”
- Salesperson: “That’s understandable. But what if waiting means missing out on results you could start seeing right away? How would that impact your business?”
This technique taps into the fear of missed opportunities—a powerful motivator in both B2B and B2C contexts. It reframes waiting as a potential risk, encouraging the buyer to act sooner rather than later.
4. Expanding Customer Imagination in B2C Sales
For consumers, the decision-making process is often driven by emotion. You can use “but what if” statements to highlight the aspirational benefits of your product or service.
- Customer: “I’m not sure I need this new kitchen gadget—it seems unnecessary.”
- Salesperson: “I hear you. But what if this product makes cooking easier and frees up more time for what you enjoy? Wouldn’t that be worth it?”
By focusing on the emotional payoff (“easier,” “more time”), you connect with the buyer on a deeper level, often making the purchase feel justified and desirable.
Why “But What If” Works in Sales
The magic of “but what if” lies in its non-confrontational nature. Its success can be attributed to several key factors:
- Curiosity Activation
These statements pique the buyer’s curiosity without triggering defensiveness. Instead of shutting down, they become more open to consideration.
- Focus on Possibilities
It redirects the buyer’s attention toward what could happen if things go right, steering them away from the fear of failure.
- Empowerment
Buyers feel like thought leaders in the conversation because you’re not forcing your perspective on them. Instead, you’re encouraging them to explore ideas on their own terms.
- Emotionally Resonant
“But what if” connects with the buyer emotionally, making them imagine a better outcome and envision the benefits or relief they could experience.
Tips for Mastering the “But What If” Technique
To make the most of this NLP strategy, keep the following tips in mind:
- Keep It Genuine: Use “but what if” statements sincerely, with a focus on addressing the buyer’s actual concerns.
- Use Open-Ended Questions: Follow up with open-ended questions to encourage dialogue and deeper thought.
- Context Matters: Tailor “but what if” statements to the specific objection or scenario at hand.
- Visualize Outcomes: Help the buyer visualize success by pairing “but what if” with examples, case studies, or tangible data.
For example, if you’re selling a SaaS platform, share how other clients have achieved success with your solution after reframing similar doubts.
Closing the Sale with a Shifted Perspective
Sales isn’t about bulldozing over objections; it’s about guiding prospects to see opportunities where they saw barriers. By incorporating NLP’s “but what if” statements into your sales conversations, you’ll not only handle objections more effectively but also build stronger connections with buyers.
Take this technique into your next sales call or meeting. You might find that a simple “but what if” is all it takes to turn hesitancy into confidence and possibilities into closed deals. After all, what if you’re just one reframed conversation away from success?