Silence Sells
One of my friends once said to me: “You love the sound of your own voice huh.”
They were right, I do love talking, (and it’s okay, we’re still friends).
When I first got into sales I quickly learned that over-talking is a deal killer. I needed to grow the habit of talking less and listening more. Which for me, and most sales-people, and most people-people; it really ain’t that easy.
I was amazed at the sheer amount of information that gets offered up when you clamp your hand over your mouth and let people speak. I’ve often wondered how many opportunities I have missed over the years by just not keeping my trap shut.
Here’s a story that brought this point home for me…
About one year before I left my previous company, we hired this field sales rep in Kentucky, who had this uncanny ability to suffer through these long, seemingly uncomfortable pauses during sales meetings. One time I co-piloted sales call with him, and each time he said something and went quiet I assumed it was my queue to speak, so I just jumped in right ahead and said my piece. He would keep giving me looks but didn’t pick up on the queues and it wasn’t until the fourth or fifth time that I cottoned on and quit yapping. From there on out I just observed him.
What followed was something like this:
Sales Rep: “So, tell me how this tool is currently meshing with your CRM…”
Prospect: “Oh, it’s working just fine.”
Sales Rep: [Stayed completely silent]
Awkward pause…. Awkward pause… Awkward pause (It was SO “CRINGEY”)
…then… JUST as I’m about to say something….
Prospect: “Well, to be honest. Recently it’s been giving us headaches and Suzie was mentioning the other day that there’s a lot of other options out there now that could make our lives a lot easier so I guess that’s why we’re talking…”
Cue jaw drop meme….
Well… crap. I felt like a total moron.
At the end of the call, I asked the rep if he always does this and does it always work. Apparently this is just part of his repertoire now, and although it’s not foolproof, and doesn’t work 100% of the time, he said the amount of information he hears because of it is a game changer for him.
Well since then I’ve been convinced at the power of (awkward) silences and how impactful they can be.
A few months later I was talking to a sales consultant about this, and he added my thoughts to his post titled “20 Commandments of Sales Enablement”:
https://www.saleshacker.com/20-commandments-sales-enablement/
Since then I continue to make an effort to be intentional with how I use silence in conversations, specifically in two areas:
#1 When I feel the need to butt into the conversation with my own point of view
#2 When the conversation has run it’s course and I feel a need to change the topic
In both these occasions I’ve been making a conscious effort to bite my tongue and allow the conversation to play out. The harder one for me has been #1; whether it’s finishing someone else’s sentences or preparing my contrary argument in my head while they’re speaking instead of continuing to listen.
This continues to be an area of growth for me which I’m looking forwards to pursuing, especially with my relationships with close friends and family. I hope it provokes some thoughts and challenges within you too.
Thanks,
Matt T