This is a trend I saw multiple times throughout our class sales conversations and it proved to work every time. Students would sit down with either the TA or Prof Sweet for their sales conversation and they would introduce themselves, and then proceed to sit in silence. At first this felt awkward and uncomfortable even for us onlookers in the class, we were unsure if the student simply forgot his sales training, or if perhaps this was sales training in action. We could now observe Prof Sweet or TA getting uncomfortable with the silence, and after a few moments that seemed to last a lifetime, the silence was forced to be broken by the prospect, Prof Sweet.
This forced uncomfortable silence is not exactly bad tactic however it could make your prospect feel “too” uncomfortable. Most of the time, and this was proven numerous times in class, the uncomfortable silence simply forced the prospect to make the first move. “So I came in today because I am looking for….” This simply allows the prospect the opportunity to tell the salesman why he has come or to make the first step. This sort of goes well with the 70/30 Rule of Sandler’s. We want the prospect to do most if not all of the talking if possible, our job as the salesperson is simply to ask the right questions to guide the prospect to the sale. We want to be listening to the prospect, gathering as much information as possible while building and developing trust. This is crucial to letting the prospect know you have their best interests at heart, and you aim for this to be a mutually beneficial exchange.
Uncomfortable silence is not meant to deter the prospect but is meant to help the focus of the sale to always be on them, and about them. If you ask a prospect a question withing your sales conversation, and they reply its okay to leave time and space to think before jumping back at them with another question followed by your answer. Taking the time for some uncomfortable silence to reflect and reframe and assess is more beneficial to the prospect than a constant conversation of questions and answers. Remember, its okay to go for no, but better to go for the close when you know your prospect is going to be comfortable in the established relationship.
RMcIlwain