Silence as your best sales tool

“The moment we think we have all the answers, we forget all the questions.”

The best strategy, when dealing with people, is ALWAYS to listen more and talk less. Nowhere is it more true than in sales. Easier said than done. We're all guilty here. Here's just few most common reasons:

1) If your mind is fully focused on your intention - to make a sale, getting anxious the longer it takes, you can't possibly hear your client or notice clues in their body language that would help you relate to their needs and communicate clearer.

2) You're obsessed with your own issues, problems, and honestly YOURSELVES in general to give anybody else the attention they deserve. After all, what’s more important than your own life, success, and your family? When your ego is in charge, it’s impossible to relate to other people.

3) You’re short on time. When someone takes a minute to express themselves, you have already moved on to something more interesting, more important (cue: ME, MY,  my issues).  I’m pressed for time here, let’s do this….

4) You’re easily distracted. Not only is your mind full of spinning thoughts and information while you “try” listening to others, but you’re also actively creating a response in your head and waiting to jump in the first chance you have. You’re eager to offer solutions because that’s how we’re all wired – to solve problems. So without knowing the whole circumstance, you eagerly jump in offering your opinion.

Consider how effective you're as a salesman when your mind is full of  “I have to make this SALE” paired with “I really need to, now, because ... money, goals, my boss, my job review, fear of failure, end of the month – (insert what applies here).  

You have cemented your mind with stress! Not only are you incapable of listening, but you also give out nervous energy, easily detected by the client. If you don’t sound confident, your client is not convinced and confident doing business with you. That’s why the more you push from this state of mind, the more damage you create.

There is a much better, more authentic way you can train your mind to become a better communicator.  And, all that work is done BEFORE you even enter the conversation.

One tool I use is often surprising – helpful (and disarming) in all kinds of communications.

SILENCE.

Huh??? I know, I know, but bear with me.

My RSTS method - Reverse Strategy to Success actually requires spending a huge part of the sales call truly listening. How else would you learn what your client really needs and why she struggles with it? 

By remaining quiet you're offering her the space to tell you what's really the issue, what she needs, or what's behind her uneasy feeling about it. That's valuable information if you truly want to help. When given enough time, she might even talk herself into the sale or talk herself out of it. It's important you give her that space, you're in a much better position to understand if she's even the right client for you!

Your undivided attention also makes your client feel that you respect her, she's heard and you can relate. Regardless of how this conversation ends. 

I have a personal rule with my own coaching clients - the FREE session that I offer to evaluate if we're a right fit and if I could honestly help - never involves a sales pitch.  NEVER. The mindset of service is easily shattered by the strong will of making the sale. I don't combine the two. 

If my session feels right, the client will ask how can I help her more - on her own. We can then schedule another short call just to talk about different options. I have been told repeatedly that this little rule alone convinced some I was the right coach for them.


Here are 3 examples when silence is an absolute MUST to give your words power and make or break your sales:

1. In sales - the moment you make an offer or state the price.
   This could be a highly uncomfortable moment, especially when you’re not sure about your product, service, price, or when you question your worth. When you get to the dreaded – “OK, so how much is it?” – and your answer is followed by seconds of silence, most people panic.

“Oh no, she thinks it’s too expensive, she’ll never buy it, I should have said this, what if I offer a discount, what if I didn’t “explain” the benefits properly, did I forget to mention…, what if…” And with that worry in mind, you jump in to fill that uncomfortable void with a more compelling argument or better offer.

Don’t do it!

Allow your client to digest the information and deal with it. Just like you when faced with a decision about spending money on something pricier, she has to justify the purchase in her own head. Plus, by jumping in impulsively, you’re giving out the energy of desperation and doubt of your worth.

She might have expected a different price range, she might have no experience with anything close to what you’re selling - either product or service  (therefore no idea what it costs), or she simply needs to justify it for herself. She makes a decision if she really needs it, wants it from you, and if it's worth it. Give her that space.

This is a moment for her to decide or come back with more questions. Your client should speak first no matter how long it takes! What to say next if your client follows with: “Oh well, that’s just too expensive”?

We have a whole special class on just this topic!

2. When you ask someone a question

Do not start with follow up questions just because your client didn’t respond right away. Certain people need a moment to think about their answers and sort their thoughts. Giving them space also gives a sense of respect. You value the client important enough to give her enough time to form an answer. Your patience and understanding are needed at this moment. More questions “clarifying” the first question is only confusing, overwhelming, and doesn’t allow her time to think. Don’t muddy the waters when your intention is to see what’s on the bottom.

3. When asking for help or suggestions

One of the most annoying things people do – when asking for suggestions or other people’s opinions – is to immediately follow up with more information (while the asked person is forming their best ideas to respond with, in their mind).

Or, even worse, dismiss their suggestion right off the bat after they start voicing it. You already know what they’re going to say anyway. You already tried that and it didn't work.  Staying silent while they’re helping you is the least you can give them for their effort to help.

Nothing is more insulting than not even give it an honest consideration after someone spent the time to help you see the situation from another perspective.  The energy you’re giving at the moment is like saying: “Hey, what do you think..… on the other hand, who cares what you think?”

What are the important situations in your business when you're unsure what to say?  How do you deal with them?