Most people don't realize how powerful a weapon silence can be and how much it can help you increase your sales. I discovered exactly how effective as I recently observed someone discussing a deal with a prospective customer.
The customer started describing his situation and after a few moments he paused-briefly. It was an opportune time for the sales person to make a comment or talk about her product and service. However, she remained silent, sensing that the customer had more to say. Her intuition proved correct; a few seconds later he continued talking about his needs, and when he had finished discussing his point he paused.
The sales person refrained from speaking and her customer began talking again and during this last monologue the sales person learned the exact information that she needed to close the sale without resorting to discounting. If she had spoken during those moments of silence, she may still have closed the sale but not as effectively.
I remember watching my wife use silence as a customer several years ago in a retail store. She had brought a few items to the cash desk and when the sales associate rang them in my wife noticed a discrepancy in price. When she questioned this difference, the employee mentioned that the items in question were not available for the price my wife had thought. Instead of complaining or arguing my wife chose to remain silent. The sales associate immediately began talking to fill up the "dead air" space, and before long, had talked herself into giving my wife the discount she had hoped for.
YOU don't have to do all the talking!
Most people who sell a product or service mistakenly think that they must do most of the talking. However, experience has taught me that some of the best sales people are also the quietest. And it's because they actually hear what their customer or prospect has to say.
They learn what's important to that person.
They find out the motivating factors behind the purchase.
They allow the other person to dominate the conversation. And let's face it, the majority of people will always talk when given the opportunity.
The next time you meet with a client or customer-either face-to-face or over the telephone-bite your tongue. Resist the temptation to talk immediately after they have spoken. Instead, pause for a moment or two.
Because most people are uncomfortable with silence they will automatically blurt something out. This effective recruiting technique (called the pregnant pause) can be used in the sales process as well.