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Sales Skills / Ask Better Questions, Sell More / Lesson 33
LESSON 33 · ASK BETTER QUESTIONS, SELL MORE

Summarise What You Heard

Practical ways to summarise what you heard, so customers feel understood and you confirm you have the facts right.

A good summary proves you listened. Say it back in your own words.

10 tipsEasy things to say7-day plan
Start with tip 1
Jump to the 7-day plan

10 tips that really help

These ideas come from SPIN Selling (Neil Rackham), Gap Selling (Keenan), The Sandler Rules (David Mattson), and everyday practice. The first six help the most. Pick one and try it today.

Photo for the tip: Summaries prove you listened
TIP 1

Summaries prove you listened

Recapping what you heard gives the customer confidence and a chance to correct you.

TRY THIS
Do it before moving on.
Photo for the tip: Use their words
TIP 2

Use their words

Quoting their phrases shows respect.

TRY THIS
Use their terms.
Photo for the tip: Keep it short
TIP 3

Keep it short

Three to five points are enough.

TRY THIS
Be concise.
Photo for the tip: Highlight priorities
TIP 4

Highlight priorities

Emphasise what they said matters most.

TRY THIS
Order by importance.
Photo for the tip: Write it down
TIP 5

Write it down

Share a written recap afterwards.

TRY THIS
Send an email.
Photo for the tip: Invite additions
TIP 6

Invite additions

Ask if anything is missing.

TRY THIS
Make space.
Photo for the tip: Link to next steps
TIP 7

Link to next steps

Move from summary to action.

TRY THIS
Propose one.
Photo for the tip: Practise
TIP 8

Practise

Try summarising TV shows or conversations.

TRY THIS
Train daily.
Photo for the tip: Why summaries matter
TIP 9

Why summaries matter

They show understanding and give the customer a chance to correct you.

TRY THIS
Plan to summarise twice in each call.
Photo for the tip: Include their goal
TIP 10

Include their goal

It shows you know what success means to them.

TRY THIS
State it clearly.

Easy things to say

When you are stuck, pick one of these. They work in many sales conversations.

SUMMARY

“Let me check I have this right.”

MAIN

“The main issue is late deliveries during busy weeks.”

IMPACT

“It costs you about two hours a day.”

GOAL

“You would like to fix it before September.”

CHECK

“Have I missed anything important?”

THANKS

“Thank you, that gives me a clear picture.”

Your first week

One small action a day. Each day is only a little bigger than the last.

DAY 1
Practise a three-sentence summary
DAY 2
Use one mid-call
DAY 3
Use one at the end
DAY 4
Ask “Did I get that right?”
DAY 5
Correct anything they change
DAY 6
Send a written version
DAY 7
Review how it felt

Further reading

  • SPIN Selling (Neil Rackham)
  • Gap Selling (Keenan)
  • The Sandler Rules (David Mattson)

The tips above are written in our own words and are general guidance. The books are suggestions for further reading.

← All Ask Better Questions, Sell More lessons
Next lesson: End With a Clear Next Step →

More lessons in “Ask Better Questions, Sell More”

Keep going. Small steps every day make a big change.

← Previous: Take Notes Without Losing Eye ContactNext: End With a Clear Next Step →

  1. Stop Pitching, Start Asking
  2. The 70/30 Rule: Listen More
  3. Curiosity Is a Sales Skill
  4. Questions Show You Care
  5. Make Customers Talk About Their World
  6. Pitch Only After You Understand
  7. Questions Are Not Interrogations
  8. Situation Questions Without Boring People
  9. Problem Questions That Find the Pain
  10. Implication Questions That Show the Cost
  11. Need-Payoff Questions That Spark Desire
  12. Build a SPIN Question Bank
  13. Use SPIN on a Small Sale
  14. Common SPIN Mistakes
  15. Ask "Why Is That Important?"
  16. The Power of "Tell Me More"
  17. Find the Hidden Problem Behind the Problem
  18. Ask About the Cost of Doing Nothing
  19. Ask About Feelings, Not Just Facts
  20. Turn One Answer Into Three Questions
  21. The Pause That Gets the Truth
  22. Who Decides and Who Influences?
  23. How Do They Buy Today?
  24. What Does Success Look Like to Them?
  25. Find Their Budget Without Awkwardness
  26. Discover Their Deadline
  27. Ask About Past Experiences With Sellers
  28. Find Out What They Tried Before
  29. Research Before You Ask
  30. Write Your Top Five Questions
  31. Set the Agenda Together
  32. Take Notes Without Losing Eye Contact
  33. Summarise What You Heard
  34. End With a Clear Next Step
  35. Great Questions for Phone Calls
  36. Questions to Use in Email
  37. Questions for a Group Meeting
  38. Questions for Small Customers
  39. Questions for Big Customers
  40. Questions That Win Repeat Business
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