Practical Sales Training™ > How People Work > Repeat Diminisher

What is it?

When someone says something challenging to you, repeating it back can help to diminish it.

Why does it work?

It works because it’s one thing to say challenging things or make outrageous demands.. but it’s another to stand by your word once the moment has passed. It’s similar to the principle that people are tougher on email than they are in real life.

How can you use it?

There are two ways you can use this technique:

You repeat back what someone has said: “So you only want to pay 50p…. is that correct?”
You ask them to repeat what was said: “Sorry- can you say that again?”

Hypothetical Example:

A potential client in a negotiation says:

“We really like your proposal, but we only want to pay half of what you’re asking.”

Instead of immediately defending the price, the salesperson calmly replies:

“So you only want to pay 50% of the quoted price, is that correct?”

Hearing their own words repeated back, the client suddenly realises how unreasonable the demand sounds. Often, the buyer will soften their position or clarify what they actually mean, opening the door for a more balanced discussion.

Alternatively, the salesperson might respond with:

“Sorry, could you say that again?”

This forces the client to reconsider and restate their position, often less aggressively the second time.

See also