The Power of Silence in Sales

Most salespeople put most of their focus of perfecting their pitch, coming up with creative and persuasive responses and delivering the right message at the right time.  But what if the real secret to being able to close more sales isn’t actually about what you say, but what you don’t say.

Silence is one of the most powerful tools in sales.  In class we talk about listening more than talking (the 70/30 rule) and knowing when to shut up.  And that’s so true because sometimes, we just talk too much which can scare away our potential prospects.

One of the reasons why silence is so effective in sales is because silence creates tension, and tension creates action.  People naturally feel the need to fill silence.  In sales it’s important to to pause after asking a question or making a key point to help ensure that your customer feel the pressure to respond or ask a question.  In that silence, the prospect is left to process the information on their own and they might:

• Accept the price without hesitation
• Ask for more details
• Reveal concerns that you can now address

The next reason is that silence shows confidence. Confident people are more comfortable with pauses and silence.  In sales, silence signals control and self-assurance.  When you resist the urge to over-explain, it shows the prospect that you believe in your product and that you don’t need to oversell.

One of the most effective ways to close a sale is to simply ask for the deal, then stop talking and shut up.  Many salespeople ruin this moment by nervously filling the silence with:

• “If you need more time, I totally understand!”
• “We can offer a discount if that helps!”

But this just simply shows that you aren’t confident and you don’t believe in your product or service.  So don’t do this but instead when you ask for the sale, just stop talking.

The Bible even enforces this concept of silence.  In Proverbs 17:28 it says “Even a food is thought wise if he keeps silent, and discerning if he holds his tongue.”  Just as faith requires patience and trust, great salesmanship requires restraint and confidence.  Silence allows space for wisdom to emerge – for both you and the prospect.