Counterintuitive Questions: The Game-Changer for Rural Sales Strategies

In rural sales, doing what everyone else does is the fastest way to blend in—and get ignored. The secret to standing out? Being counterintuitive.

Counterintuitive questions are your hidden power. They work because they’re unexpected. They stop prospects in their tracks, breaking their automatic thinking patterns. These questions catch them off guard—in a good way—and often lead to deeper, more honest conversations.

Here’s the beauty of it: when you ask a counterintuitive question, you spark curiosity. And curiosity is a sales superpower. It gets attention, builds engagement, and, most importantly, gets prospects to open up.

Why Counterintuitive Questions Work

Our brains are wired to notice what’s different. Think about how you tune into a foreign accent or spot a typo on a page. This instinct is called cognitive dissonance. When something doesn’t match our expectations, it creates a little mental discomfort—and we want to resolve it.

This is why counterintuitive questions work so well. They create that moment of dissonance, forcing your prospect to stop, think, and engage.

The FBI’s Counterintuitive Technique

If you need proof, look no further than the FBI. In Jack Schafer’s book, The Like Switch, he explains how the FBI uses presumptive statements to elicit information:

1. Make a statement that could be right or wrong.
2. If it’s right, the person confirms it—and often provides even more information.
3. If it’s wrong, they’ll correct you—and explain in detail why it’s wrong (which is pure gold for a salesperson).

Here’s an example:

Customer: “I need to buy a new car.”
Sales Rep: “So your old car isn’t working anymore?”
Customer: “No, it’s working fine—I just need something more fuel efficient.”
Sales Rep: “Got it. Let me show you some of our most fuel-efficient models.”

See what happened there? A simple, counterintuitive statement got the customer to reveal their real need, paving the way for a more tailored pitch.

Counterintuitive Sales Questions You Can Use

Now let’s apply this to rural sales. Here are some counterintuitive questions that can shake things up and qualify your prospects like a pro:

• “Why us?”
  This flips the usual assumption on its head and gets them to articulate why they’re considering you.
• “Why not do this later?”
  A bold question that helps uncover their timeline and urgency.
• “What makes you think this isn’t a bad decision?”
  This gets them to validate their reasoning and explain their confidence in moving forward.
• “Why not do this internally?”
  A clever way to understand why they’re outsourcing—and what they’re looking for.
• “Why not use a cheaper provider?”
  This reveals their true priorities—price, quality, or value.
• “Why not use one of our competitors?”
  You’ll learn what sets you apart in their eyes (or what you need to address).
• “What’s right about not doing what we’re suggesting here?”
  My personal favorite. This disarms the prospect and invites them to voice objections that you can address head-on.

Why It’s Sales Jujitsu

Think of counterintuitive questions as sales jujitsu. Instead of pushing, you’re pulling. You’re flipping the dynamic, getting your prospect to explain their reasoning, and qualifying themselves in the process.

It’s a win-win:

• You stop wasting time on unqualified leads.
• Your prospect feels heard and understood.
• You uncover objections early—when you can still address them.

The Discomfort Factor

I won’t sugarcoat it—asking these questions might feel uncomfortable at first. Why? Because they go against everything we’re conditioned to do in sales.

But here’s the thing: discomfort is where the magic happens. The more you practice, the more confident you’ll become. And soon, this counterintuitive approach will feel as natural as your morning coffee.

Qualify the Best Buyers

Counterintuitive questions aren’t just about getting answers—they’re about getting the right answers from the right buyers.

Because let’s face it: a no now is far better than a no later. The buyers who stick around after a few counterintuitive questions? Those are the ones worth your time and energy.

Give It a Try

The next time you’re in a sales conversation, throw in one of these questions. Watch how it changes the dynamic. You’ll stand out. You’ll uncover real insights. And you’ll build trust faster than ever before.

Remember, sales isn’t about sticking to a script. It’s about being bold enough to ask the unexpected—and smart enough to listen to the answers.

Go ahead. Be counterintuitive. You’ve got this.