Note that the reflaction along $\alpha$, which maps $\alpha\mapsto-\alpha$, $\beta\mapsto \beta-2\frac{\langle\alpha,\beta\rangle}{\langle\alpha,\alpha\rangle}\alpha$ leaves the $\alpha$ string invariant, hence exchanges the ends of the string, i.e.
$\beta-r\alpha\mapsto\beta+q\alpha$.
On the other hand, by linearity, $\beta-r\alpha\mapsto \beta-2\frac{\langle\alpha,\beta\rangle}{\langle\alpha,\alpha\rangle}\alpha+r\alpha$ so that we conclude
$$r-q = 2\frac{\langle\beta,\alpha\rangle}{\langle\alpha,\alpha\rangle}. $$
This shows that the second result $$ r-q=\langle\beta,\alpha\rangle$$ holds if and only if $\langle\alpha,\beta\rangle=0$ or $\langle\alpha,\alpha\rangle=2$.