Answering a question with a question expands a conversation or discussion by sending the question back to the questioner for further exploration. In essence, the question asked bounces back to the questioner for more elaboration.
When used properly, these “reverse questions” are not a defense to prevent answering a question, but rather a question that asks the other party to tell you more.
In order to clarify and understand more deeply what is being asked, the best leaders try hard to slow down and occasionally ask a question in reply.
Consider a few examples:
- “That’s a great question. What’s your answer to it?”
- “You make an excellent point. How did you come to that conclusion?”
- “You’ve asked me an interesting question. Before I answer, please tell me why you asked me that?”
- “I need to know a little bit more before I answer your question…”
- “I never thought of that. What made you think of it?”
We are taught from an early age that the correct response to any question is an answer. It really doesn’t matter what the question is; the expectation is that you will provide a definitive reply.
When leaders defy this script and ask a question instead, everything changes. The conversation opens like a flower with more questions and answers to follow. Enhanced understanding is the result.
In a somewhat related fashion, reverse statements throw the question back through observation or request. They leave the question unanswered, at least for a moment.
They are often followed by brief silence before the parties explore why the question requires more than a straightforward answer:
- “I’ve always wanted to ask you that same question.”
- “That is exactly the question we need to answer.”
- “I can’t wait to hear how others answer that question.”
- “That is such an important question.”
- “What a great question!”
The key is not to fill the silence with another question or statement too quickly. Skillful leaders let the response linger before engaging the question or statement further.
When asked with honest curiosity, reverse questions and statements are seen as natural reactions and allow both parties to expand on the original question. If asked mechanically or too often, such questions can be perceived as petulant, annoying, and obnoxious. (When someone asks you what time it is, please don’t reply with “What time would you like it to be?”)
Good leaders are ready with a question, as well as an answer to any query they receive. Sometimes, answering a question with a question is the best way to create real understanding. What is your question?
Recently I chatted with some leaders on the consulting / agency side of the industry about being bombarded with questions by prospects and clients. They were interesting conversations.
Taking into account that we work in the very fast-paced world of sponsorship marketing, my coffee companions noted that such questions that are bring asked of us are things like: “What’s our ROI?” “Is this partnership working?” “How do we value this asset?” Each person said the same thing. Our instinct, ingrained from day one, is to fire back an answer when we are asked these questions. But I queried each of them with the concept of “what if we flipped the script? What if, instead of immediately providing an answer or solution, we responded with a question?
It was very well received.
One of them said to me, think about it. ‘As seasoned leaders trying to truly understand the core of an issue, we in sponsorship can use the power of the reverse question to dig deeper and uncover richer insights’. Another liked it and commented ‘It’s not about dodging the question; it’s about inviting the other party – be it a potential sponsor, a partner organization, or even a member of your own team – to elaborate and truly explore the underlying needs and motivations’.
These were really interesting conversations. Consider some scenarios in our world of sponsorship marketing:
- “That’s a great question about our activation plans. What are your initial thoughts on how we could bring this to life?”
- “You make an excellent point about the value of this media placement. What data or past experiences led you to that conclusion?”
- “You’ve asked about our objectives for this sponsorship. Before I dive in, could you share what your organization hopes to achieve through this partnership?”
- “I need to understand a little more about your target audience before I can fully address your question about our engagement strategy. Can you tell me more about who you’re trying to reach?”
- “I never considered that angle for leveraging our naming rights. What sparked that idea for you?”
In sponsorship, just like in leadership, defying the immediate-answer reflex can be game-changers. It transforms a one-way interrogation into a collaborative exploration. It opens up possibilities we might have missed by jumping straight to a solution. Enhanced understanding of partner needs, clearer articulation of our own value, and ultimately, stronger, more resonant sponsorships are the result.
And it’s not just about questions. Sometimes, a well-placed reverse statement can achieve a similar effect, prompting deeper thought and dialogue:
- (Upon hearing a sponsor’s objective) “That’s exactly the outcome we’re striving to achieve with our partnerships.”
- (When discussing asset valuation) “That’s such a critical question for us to get right.”
- (Regarding a complex activation idea) “I’m really interested to hear how our team envisions bringing that to life.”
As sponsorship leaders, we need to be armed not just with answers, but with insightful questions. Sometimes, the most powerful way to build understanding, forge stronger partnerships, and ultimately drive sponsorship success is to answer a question with a question. So, in the context of your own sponsorship challenges and opportunities… what’s your question?
If you are have questions or want questions answered, register today for Canada’s #1 sponsorship marketing conference, the Western Sponsorship Congress® – Alberta Forum. Register today for savings of as much as up to 50% off!
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