How Not To Answer A Tough Question
Posted by Suzanne Bates on 05 Feb 2010 | Tagged as: Uncategorized
U.S. transportation chief Ray LaHood’s recent gaffe has made me wonder why so many leaders in high stakes situations don’t anticipate the obvious question. You no doubt are aware that LaHood caused a brief panic when he told a congressional panel that owners of 5.3 million Toyota vehicles affected by the recalls should “stop driving” them.
Later, backtracking, LaHood told reporters: ”What I meant to say and what I thought I said was if you own one of these cars or if you’re in doubt, take it to the dealer and they’re going to fix it.”
While there is controversy over whether LaHood is holding Toyota’s feet to the fire because U.S. automakers stand to gain, that seems to negate an obvious issue. Pressuring Toyota is appropriate and apparently long overdue; the car company must correct the issue and make the vehicles safe. In fact, Toyota’s handling of this has people shaking their heads. Toyota has a legal and moral obligation to make a swift and effective response. At least one whistelblower is now suggesting a cover-up.

But let me bring the focus to what we can learn from Transportation Secretary LaHood’s unfortunate comment.
I imagine him- standing in the mirror- fixing his tie- heading out the door - thinking about his day. What questions will the congressional panel ask? Wouldn’t you think it might have occurred to him that they would wonder what consumers should do? Surely, surely, someone on his staff would have talked it through with him. They would have gone over his testimony and prepared for questions that anyone on the street would ask. Right?
Right?
HMMMMM.
Okay, let’s now imagine it’s you. You’re expecting a tough meeting with your boss, the board, customers or employees. You want to be prepared. It’s very simple. Think the way they do.
In all the year’s we’ve been coaching and consulting with executives, one thing I know to be true. You can anticipate 95% of the questions. And, if you can anticipate the questions, you can prepare solid answers. It may not be what people want to hear, but it will be truthful and appropriate. You won’t look evasive and they won’t doubt your credibility if you handle it well.
Every one of us who leads an orgaization, meets customers, talks to boards or executive committees, or manages employees can learn from these gaffes. You are not prepared until you’ve done what I call “180 thinking.” Imagine you’re in their shoes and think about it from their perspective. Include a Q & A, starting with the toughest questions first. You can practically guarantee that’s what they’ll ask. Better yet, if you know they’re going to ask, put it into the presentation, and avoid getting interrupted or grilled later.
Here’s a five step process we call the Quick Prep Method to help you prep for tough questions:
1. Sit quietly and think about your audience- if you were in their shoes, what would you ask? Whether you want to answer or not, they will come. So, be prepared. This is the time to do a careful audience analysis. There may be more than one audience within the audience, so think about everybody.
2. Write down every question you can think of - especially the ones that might trip you up. The act of writing down questions is important because it makes it real. With that question staring back at you from the page, you can’t ignore it. You need an answer.
3. Answer the questions candidly, truthfully and succinctly - I recommend you create bullet points. This is a must because the average quote is 7 words and the average sound bite is 7 seconds. Peole have short attention spans and the longer you talk the less they believe you. P.S. Always tell the truth. If it’s a matter of national security or a matter of privacy or strategic business that needs to be quiet for now, it’s fine not to tell everything. But what you say should be truthful. Always.
4. Go back to the drawing board if you don’t have answers - going through this exercise you’ll often discover that you don’t have it all nailed down. The Quick Prep process gives you time to go back and find the data or reflect on what you really want to say. Never ever go into a situation not knowing the answers. Go to the people who know and seek their advice.
5. Practice out loud - the value of this is undeniable. When coaching executives, I’ve found they may have their talking points in front of them, but on a difficult question, they appear irritable, frustrated, or impatient because they haven’t rehearsed and confronted these feelings. Practice out loud also commits it to memory so that in a high pressure situation you recall exactly what you want to say.
What questions do you have about answering tough questions? Leave a reply and we’ll start a discussion.











