Selling with Silence: How the power of the sale is in the silence you create
What do you think of when you think of being sold to? A salesman? Speed and feed? Talking your ear off with feature function? Closing you with obvious closing questions?
Sadly, still today, despite everything we know, many people sell this way.
But actually true selling is just the opposite. The sale is made in the silence.
There are a thousand B2B sales training classes and self help books you can read but they all basically say the same thing. Do discovery, qualify your customer, understand the org chart, understand their needs etc. etc. And yet, despite what we know, the simple concept that the power is in the silence gets lost and sales teams talk too much. They talk more than they listen.
One of the best enterprise sales people I ever sold with told me “Ask a question, shut up, and the first one who speaks loses”. People are fundamentally uncomfortable with silence and they speak to fill it up. And when they do they reveal what they are thinking.
When you are selling working with silence allows you to truly deeply listen. Prepare and ask your questions about their needs, process etc. and then listen carefully. Let them speak and then be able to speak some more because you don’t jump in to fill the silence they leave.
It also allows you to show respect. I’m always astonished at how often sales people talk over the customer or interrupt them. There is respect in silence. I am giving you the respect to fully express your needs and interests before I jump back in and tell you how great my mousetrap is. People buy from people and showing respect is a critical step to establishing trust.
And it allows you to close. When you ask for the order ask and then shut up. Too often people ask for the order and then immediately gabble on about why, when etc., justifying why they are asking for the order. You should not ask for the order until you know you can provide real value to your customer, and when you know you can, then ask, and wait. Don’t explain, talking will not help by this point. And if they speak, they either say no (and you talking wasn’t going to change that) or they reveal where they are at and you’re on the path to close.
And the same concept applies whether you are selling an idea or a product. People want to be heard. Master the art of asking questions and being silent. Present, silent and listening.