Silence a Powerful Sales Tool

Silence maybe golden but in the sales environment silence can be one of if not the most effective tool.

People perceive that sales professionals are chatty and as we say in England “have the gift of the gab”, however very often it is those that recognise and understand the power of silence that in my experience are the most effective.

Typically we use silence after we have asked a question, it can be used as part of the close or when fact finding, the reason that silence is so powerful is that most conversations are a little like a tennis match and the conversation flows back and forward like the ball over the net!

When a pause occurs during the conversation it can make people uneasy, and very often they feel the need to rush in and fill the void, this is particularlyprevalent amongst inexperienced sales people, they ask a prospect a question and when the prospect is considering  his or her answer they jump in and and answer the question for them, thus making assumptions about the clients requirements….very dangerous.

It is even more dangerous when closing the deal, for example we ask for the order or go ahead, the prospect remains quiet considering our offer, we begin to worry, we begin to stress, will he or she go ahead, our blood pressure rises a little, will I get the deal, will I earn the bonus or commission, the tension rises we begin to worry, did he hear my question, does she understand what I said, we perspire a little and then before he or she has said anything, we wade in and offer a discount, or re-open the whole process again!

It is sacrosanct NEVER EVER to do that, WAIT, I know it’s difficult but pause, I recommend that to control yourself you count crocodiles in your head, say to yourself one crocodile, two crocodiles, it is highly unlikely you will ever get to ten!

If the prospect did not hear your question or did not understand he or she will ask, so remember when ever you ask a question of a client or prospect, particularly when closing the deal or asking for the go ahead remain SILENT it will I guarantee serve you well.

If as most people do, you find the prospect of using silence a challenge, then practice on your collegues, friends or family members, to develop and embed the skill, it is incredible when you start to use it how much you discover, at AIM Knowledge as part of our sales and business development coaching programmes it is amazing how few of our clients use it to full effect until we share the technique with them.