Practical Sales Training™ > How People Work > What Would You Do?
What is it?
The “What Would You Do” Effect is a sales communication technique that invites your buyer to step into your shoes. By asking “What would you do” you encourage the buyer to reflect on your position, helping them understand your actions or provide their own insights.
This approach turns a one-sided conversation into a collaborative discussion, building trust and reducing resistance.
Why does it work?
Asking “What would you do” shifts the conversation from conflict to cooperation. It encourages empathy, makes the buyer feel included, and helps them see the fairness of your approach.
This technique reduces pushback, opens dialogue, and increases the chance of agreement or constructive feedback.
How can you use it?
Use the “What Would You Do” Effect when a buyer challenges your price, decision, or process. Instead of defending yourself, ask:
“We’ve provided the best terms we can. If you were in my position, what would you do?”
This question encourages empathy and invites collaboration, making it easier for the buyer to align with you or suggest a workable solution.
A Clear Sales Message is not just about what you say. It’s about how you bring your buyer into the conversation to build understanding and agreement.
Example
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