The Power of Silence in Sales
Know How, When, and Why to Effectively Use Silence
Learn How to Effectively Use Silence to Your Advantage
Haveyouevermetsomeonewhotalkssomuchthatwhenthey*gasp*finallycomeupfor
airyou’rerelieved? Have you ever been in a conversation where you never got a word in and finally resigned yourself to simply smiling and nodding so you could politely end the conversation?
A lot of salespeople incorrectly believe that to win over prospects and close a deal they must verbally beat their prospect into agreement submission; they mistakenly interpret silence as their enemy.
Silence says more than a line in your sales repertoire
Silence is an immensely powerful tool if you know how and when to use it. Typically, people perceive silence as an uncomfortable and awkward break in conversation so they instinctively insist on filling the silence. Once you learn how to use the power of the pause, you will be able to lead your prospects and customers into filling the gap of silence with valuable information.
Why, When, and How do I use silence?
There are three essential tools to using silence effectively:
- Understanding Why silence is important
- Knowing When to use silence
- Learning How to use silence
Understanding Why Silence is Important
After asking a question, the average salesperson...
Learn How to Effectively Use Silence to Your Advantage
Haveyouevermetsomeonewhotalkssomuchthatwhenthey*gasp*finallycomeupfor
airyou’rerelieved? Have you ever been in a conversation where you never got a word in and finally resigned yourself to simply smiling and nodding so you could politely end the conversation?
A lot of salespeople incorrectly believe that to win over prospects and close a deal they must verbally beat their prospect into agreement submission; they mistakenly interpret silence as their enemy.
Silence says more than a line in your sales repertoire
Silence is an immensely powerful tool if you know how and when to use it. Typically, people perceive silence as an uncomfortable and awkward break in conversation so they instinctively insist on filling the silence. Once you learn how to use the power of the pause, you will be able to lead your prospects and customers into filling the gap of silence with valuable information.
Why, When, and How do I use silence?
There are three essential tools to using silence effectively:
- Understanding Why silence is important
- Knowing When to use silence
- Learning How to use silence
Understanding Why Silence is Important
After asking a question, the average salesperson waits approximately 5 seconds to get a response…if they don’t have a response in that time, she typically answers the question herself, rephrases the question, or moves to another topic. If you cut off your customers and prospects before they are able to respond, you not only lose valuable information about their needs, you are actually working against yourself in trying to establish a positive relationship.
When you cease to speak, you are showing your prospects and customers that you value their thoughts and opinions; your silence sends a clear message to that you are willing to take the necessary steps to understand their needs. If you fill the silence with relentless sales blather, you’re communicating that you care more about your own interests and needs. Basically, you’re telling your prospects and customers that you care more about making the sale than understanding their needs.
Knowing When to Use Silence
Knowing when to use silence can be tricky…if you don’t speak during suitable moments, your silence may be perceived as poor communication skills. Following are some general guidelines for when it is appropriate to use silence as a communication tool:
- After asking an open-ended question
- After asking a close-ended question
- After asking a leading question
- After making a powerful statement
- After making your closing statement
Learning How to Use Silence
A great sales conversation consists of two parts: the insight to ask the right questions and the willpower to patiently wait for a response.
Example:
Salesperson: “I realize this is an important decision, who else is involved in making the final decision…?
(One one-thousand…Two one-thousand…Three one-thousand…Four one-thousand…Five one-thousand)
Salesperson: …unless there’s no one else involved.”
Instead of rushing to fill the silence as the salesperson above, try the following tricks:
- Fold your hands in your lap and smile until they answer
- Recite in your head “I will not speak” over and over again until they speak up
- Count to 20…or 30….or 40…until they respond
- Grab your pen and wait to write down their response
- Consider it a game…the first one who speaks loses
Actually, the last suggestion isn’t far from the truth, except this isn’t a game – this is your livelihood.
Let’s review the above example again:
Salesperson: “I realize this is an important decision, who else is involved in making the final decision…?”
(The salesperson folds his hands, smiles, recites “I will not speak” in his head about 15 times, he starts to counting to 20 and all of the sudden…)
Prospect: “The CFO needs to make the final decision.”
Salesperson: “Excellent. What day next week should we schedule to meet with her?”
By using silence during your sales conversations, you will find that your prospects and customers are just as uncomfortable with silence as you are – their words will either lead you to the path of closing the deal or they will uncover their hidden objections so you can really begin to address their needs and make the sale.
