Answering a question with a question can expand a conversation by sending the question back to the questioner for further exploration. When used properly, “reverse questions” are not a defense to prevent answering a question, but rather you invite the other party to tell you more to clarify and understand more deeply what is being asked. Consider a few examples:
We are taught from an early age that the correct response to any question is a definitive answer. 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.
Reverse statements
Reverse statements can also throw the question back through observation or request— leaving an initial 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:
The key is to not 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 that 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.
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?
I recently chatted with 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 questions being asked include:
Each person said the same thing. Our instinct—ingrained from day one—is to fire back an answer. 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.
Someone said, “Think about it. As seasoned leaders trying to truly understand the core of an issue, we can use the power of the reverse question to dig deeper and uncover richer insights”. Another 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”.
Consider these scenarios from the 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.
So, in the context of your own leadership challenges and opportunities… what’s your question?
If you have questions or want questions answered, register today for Canada’s #1 sponsorship marketing conference, the Western Sponsorship Congress® – Alberta Forum for savings up to 50% off!
Brent Barootes has spent almost 35 years in the sponsorship marketing industry, developing and delivering profitable sponsorship programs that result in returns on investment for nonprofits, charities and other properties and rights holder as well as sponsors. As President and CEO of the Partnership Group – Sponsorship Specialists® he leads a dedicated team of professionals delivering measurable results for their clients.
