Step #6 Summary Probes

Both open and closed probes are ubiquitous and consequently they've become so very commonplace that we hardly recognize them when they're being used even by ourselves.  Although used not nearly as often summary probes are also rarely recognized, but for a completely different reason.  You'll intentionally ask open and closed probes to educate yourself or someone else.  And strangely enough, even before you realized the differences between open and closed probes you still intentionally used them.  The same is not true for the majority of salespeople when it comes to using summary probes.  Summary probes are most often used simply because of your surprise or your curiosity or your disbelief.  Your current use of summary probes is neither planned nor intentional.  They just seem to happen.  I know, that’s sounds really weird.  Let me explain.  

After spending a grueling one-hour and thirty-seven minutes more than what should have been necessary your client finally says, "I don't think I really need this!"  Out of total bewilderment and shock you instinctively utter, "You don't think you really need this?"  Oh my goodness, you used a summary probe without having the slightest idea of what you just did.   

Summary Probes restate, in question form, what you just heard.  That's right, you repeat back exactly what your client just said.  I know, you're afraid your clients will think you're mocking them or making fun of them by repeating back what was just said. You're worried that even worse than thinking you're mocking them they might simply think you're a blithering idiot.  You don't have to worry one little bit. When summary probes are executed correctly your clients won't even realize you've asked them a question. Your clients won't hear the question mark at the end of your sentence.  All your clients will hear is you conversing with them. That's the primary reason why your clients immediately respond with additional information on the topic you just questioned.  Your clients don't feel as though they're answering a question, it's more as though they're merely continuing their original thought in an effort to help you better understand.  You're receiving additional information and your clients don't realize they're offering it to you even though you just asked them for it.  In other words, the fact that you actually asked a question wasn't recognized.  To your clients your question sounded like a continuance of their statement. They'll have an underlying feeling that they may not have been completely clear and they'll need to further clarify their previous statement.  It's important to remember that you must always sound genuinely sincere when using summary probes.  Should you sound insincere . . . well, I guess then your initial fears about summary probes may come to fruition, your clients just might think you really are a blithering idiot. 

In addition to being an excellent method of obtaining more in-depth information from your clients summary probes also act as behavioral modifiers. That simply means summary probes can modify, or change, your client’s behavior.  Wow, isn't that absolutely amazing?  By using summary probes correctly you can actually change your client’s behavior.  

Even the most incredulous of you have to admit that by asking a question you're able to change someone's behavior is pretty impressive.  Here's how it works.  When you repeat back the exact words your clients voiced it indicates to them, at a subliminal level, that you really listened to them. Listening is one of the most sincere indicators of concern, or caring, for your clients.  Because you repeated your clients exact words you sound as though you're the same as your clients.  You sound like them.  Again, it has a subliminal affect on your clients.  As far as your clients are concerned you're just like them.  These subliminal feelings create a sense of camaraderie in your clients.  Without knowing how or when or why it happened, your clients feel you're their friend.  There’s something about you they like and they probably won’t have the foggiest idea what it is, but they like you nevertheless.  Summary probes create camaraderie.  

Should you use summary probes strictly because they create camaraderie? No! I mean yes.  I mean not really.  The creation of camaraderie is a benefit of summary probes, but not their primary function.  Summary probes verify your understanding of what you just heard.  When your client said, "I don't think I really need this", did your client mean that the sale and your interaction with them had ended?  Did your client mean he or she hadn't been convinced by you yet?  Could what your client said have meant that another product would fit their needs better or did what was meant by your client mean something else entirely?  Summary probes encourage your clients to give you additional information on the same topic.  By asking, "You don't think you really need this?" you're more than likely going to uncover your client’s exact meaning.

Be sure not to embellish what your clients say.  Never begin your summary probe with, "So you mean . . .", or, "What you're really saying is . . .", and then continue by repeating exactly what your client said.  If you add anything to your client’s statement you're no longer saying exactly what your client said the way your client said it.  That seemingly inconsequential addition of just a few little words can nullify your summary probes ultimate value as a behavioral modifier.  Of course you need to change words such as "I's"to "You's"and "I'm'sto You'r's"and anything else that might make your sentence sound a bit incongruous or possibly just down right silly.  On occasion, especially when you're dealing with that complicated, exceptionally long, or conceptually difficult sentence, you may find it necessary to eliminate a portion of your client’s statement in order to keep your summary probe easily understandable.  As an example, if your clients said, "We intend to grow and enlarge First Amalgamated Reprographic Technology Systems vigorously through international multi-lateral expansion." Holly cow, if that wasn't a monstrous mouthful I don't know what would be.  Instead of saying all that you might opt to respond with, "You intend to grow and enlarge vigorously through international multi-lateral expansion?", or instead you could respond with, "You intend to grow and enlarge First Amalgamated Reprographic Technology Systems vigorously?"  Keep in mind, the more exact your summary probe is in relation to your client’s statement the better your summary probe is.

Summary probes can be stated with the emphasis on any portion of the sentence. Assuming you wanted to more specific details on exactly who wants to see the company's growth take place, you might emphasize "You"; "Youintend to grow and enlarge First Amalgamated Reprographic Technology Systems vigorously?"  If you wanted additional information on why they want to grow the company, you might emphasize "grow and enlarge"; "You intend to grow and enlargeFirst Amalgamated Reprographic Technology Systems?"  You're not only able to verify your understanding of what was said in general with summary probes, but summary probes also allow you to easily segregate and specify the exact portion of your client’s sentence that you want additional information or specificity about.  Emphasize areas where you want enhanced information, modify the length of your client’s statements when necessary, and never, under any circumstances, embellish what your client said.         

The reasons why completely escape me, but there are certain salespeople that take to summary probes naturally.  It's as though they've been using them all their lives.  Summary probes flow easily over their lips and fall flawlessly into the ears of their waiting clients.  And of course there are other similarly talented salespeople who are much less comfortable using summary probes.  Without rhyme or reason it's just the way things are. You know what?  It really doesn't matter which of these categories you happen to fit into.  Whether you find summary probes flow from you naturally or feel terribly uncomfortable using them, summary probes are an absolutely invaluable tool. Like it or not, you'll need to practiced them until they flow so smoothly out of you that no one could possibly detect the technique you're using.

Summary Probes restate, in question form, what you just heard.  They verify your understanding of what was said.

Summary probes are first and foremost verifiers.  They help you to better understand your clients and what they're saying.  At the same time summary probes are behavioral modifiers.  They create camaraderie.

Examples of summary probes;     

w Your Client:   "I've been having this problem for a long time."          

w Salesperson:  "You've been having this problem for a long time?"

w Your Client:   "I don't know when I'll be available."                

w Salesperson:  "You don't know when you'll be available?"   

w Your Client:   "I'm not sure I need an extended warranty."        

w Salesperson:  "You're not sure you need an extended warranty?"     

w Your Client:   "I just have a couple of questions."        

w Salesperson:  "You just have a couple of questions?"    

Take a moment, maybe a few moments, and stand in front of a full-length mirror. Think about what a client might say to you then verbalize the respondent summary probe.  Remember to sound sincere.  Sounding sincere is extremely important.  Place emphasis on that portion or word of the summary probe where you feel you might want additional information.  Stay focused on the mirror and examine how you look and sound while using summary probes.  Enjoy yourself, but refrain from sticking out your tongue.

Alright, It’s time to begin practicing.  For the remainder of today you’re going to use as many summary probes as possible.  When listening to people or media identify the summary probes you hear. Tomorrow you’ll do the same with open probes.  The next day with closed probes and then back to summary probes.  Concentrate on just one type of probe per day and alternate the probes from day to day.  Practice, practice, practice!  Then practice some more!    

For additional information about David Richman and Butterfield Enterprises, Inc. take a moment to review David’s Linkedin Profile and read what his clients have to say about him.  If you would prefer speaking directly to David, call (818) 368-1308 or email [email protected]. And if you haven’t already done so, join David’s Linkedin network.