Example of Negative Reverse Selling
What is Negative Reverse Selling?
Negative Reverse Selling is a counterintuitive sales technique where, instead of pushing for a sale, you “pull back” or pose a question that encourages the prospect to clarify their stance or express deeper reasoning. It’s designed to:
Reduce pressure on the prospect.
Prompt them to share insights or objections they might otherwise withhold.
Create an environment where they reconsider their position naturally.
It often involves asking a question or making a statement that invites the prospect to challenge or clarify their decision.
The Psychology Behind Negative Reverse Selling
Negative Reverse Selling is effective because it leverages key psychological principles that drive decision-making. At its core is reverse psychology, where you can reduce resistance in someone by pulling back instead of pushing forward. When prospects feel their autonomy is respected, they’re more likely to re-evaluate their stance without defensiveness.
The technique also taps into cognitive dissonance, subtly challenging the prospect’s decision by presenting logical data or observations that conflict with their choice. This creates an internal need to reconcile the contradiction, often prompting them to reconsider their position.
Finally, Negative Reverse Selling fosters self-persuasion, guiding the prospect to justify their own reasons for staying engaged. Rather than feeling pressured, they independently arrive at conclusions on their own.
By combining these psychological insights, Negative Reverse Selling creates an environment where prospects feel in control while naturally moving closer to your desired outcome.
Example of Negative Reverse Selling
Customer Churn Email
A few months ago, one of my Account Managers and I received an unexpected email from a large enterprise client — a top 75 company globally by market cap — notifying us that they wouldn’t be renewing.
It was a complete surprise. Their platform usage was strong, and they had recently doubled the size of their contract through a mid-term expansion.
Before I responded, my AM and I put our heads together- trying to figure out why they weren’t renewing. We couldn’t come up with much. Usually there’s a reason but there really hadn’t been any signals. However, I will note that our POC had been very challenging to get on calls. They were a classic C personality (see: DiSC).
Common Email Mistakes to Avoid
Avoid: Selling & Pitching
Typical Responses
Offering a discount or promotional plan.
Highlighting features, benefits, or new updates.
Why This Doesn’t Work
Promotional tactics or pitches can come across as tone-deaf or desperate, especially if the customer has already made a decision.
This can undermine trust by suggesting you’re more interested in closing a deal than addressing the customer’s needs.
Recommended Approach
Focus on understanding their perspective or a relevant next step. For example:
“Would it be helpful if I shared a summary of the data showing how your team has utilized the platform this year?”
This positions you as a collaborator seeking clarity, not a salesperson pushing an agenda.
Avoid: Lengthy, Overexplained Emails
Why This Doesn’t Work
A detailed, verbose response overwhelms the reader and makes you seem unfocused. A long email may also signal defensiveness or uncertainty.
Our customer sent us a succinct email which reflects their preference for brevity. A lengthy reply may seem like a lack of understanding or respect for their communication style.
Recommended Approach
Match their brevity and clarity. Get to the point while maintaining professionalism. Aim for no more than 4-5 sentences. This invites the customer to share insights without overwhelming them.
Avoid: Accepting and Reinforcing the ‘No’
Typical Response
“If circumstances change, please let me know.”
“We understand and hope to work together in the future.”
Why This Doesn’t Work
These responses passively close the conversation and signal that you’ve accepted their decision. They don’t invite further discussion or uncover the reasons behind the choice.
Recommended Approach
Instead of reinforcing the ‘no,’ focus on understanding their reasoning. For example:
“Given the positive feedback and the recent expansion, could you share if there were specific factors or changes that led to this decision?”
This approach shows your interest in learning and improving, which can lead to re-engagement.
How to Use Negative Reverse Selling
Pause and Manage Your Emotions
When faced with unexpected churn, it’s natural to feel anxiety, fear, or insecurity. Take some time before responding so that you can regain composure and focus on logic.Pull Back Instead of Pushing Forward
Instead of persuading or defending your position, ask a neutral question to invite feedback.“Can you share a little more about the decision, please?”
Use Data to Create Cognitive Dissonance
Present facts that challenge their decision in a non-confrontational way. For example:“Given the positive participant feedback and mid-year expansion, could you share if there were specific factors that led to this decision?”
Respect Their Autonomy
Avoid pressuring the customer into a call or immediate answers. Give them the time and space they need to process.
My Email Response
The Result
The customer renewed their contract with a significant increase! Negative Reverse Selling opened the door for us to move from churn to increase. This outcome was possible because we avoided pushing, focused on understanding, and invited the customer to reconsider naturally.
Key Takeaways
Avoid selling, lengthy explanations, and passively accepting a ‘no.’
Use concise, logical, and neutral communication to keep the door open.
Stay composed and professional, even in high-pressure situations.
Negative Reverse Selling isn’t about convincing the customer. It’s about creating an environment where they choose to convince themselves.
