Silence is a common occurrence in b2b sales meetings, whether they are conducted in person, on conference calls, or in virtual settings. Many of us in the sales industry have encountered these moments throughout our careers.
The conversation flows effortlessly, and then suddenly, it comes to a halt. No words are exchanged. You clear your throat. They nervously fidget. A heavy silence fills the air, creating an uncomfortable atmosphere. This kind of silence may be disastrous on a first date or during a job interview.
However, in the sales world, awkward silences can work to your advantage if you know how to use them. The key to utilizing silence as a powerful sales weapon? Embrace it. It only takes four seconds for people to start feeling uneasy with silence. So, the next time you feel tempted to break the silence, remind yourself that it hasn't been very long and stay quiet. Still not convinced that keeping silent is the right approach during a conversational lull?
Consider the following positive outcomes of awkward silences and the negative consequences of interrupting them.
How to Use the Awkward Silence in B2B Sales
1) Silence allows time for prospects to comprehend your offer.
The initial moments after proposing a final deal to your client can be filled with anticipation. Will they accept the offer, or will they raise objections about the contract, price, or other factors? If your closing statement is met with silence, it may be easy to assume that the prospect is dissatisfied with your offer. However, there is another possibility to consider - they may simply be taking a moment to think it over. By interrupting the silence, you risk disrupting their thought process and potentially cutting them off right before they are about to say, "Let's do it."
2) Silence communicates genuine interest.
When checking in with a friend after they've endured a stressful event, you probably ask, "How are you feeling?" and then listen -- even if it takes them a while to answer.
You probably wouldn't ask, "How are you feeling? Sad? Angry? Stressed? Why? Are you okay?" And yet, this is often what sales reps sound like when they ask a discovery question.
Instead of posing a question and letting the prospect answer, salespeople get excited and try to fill in the blank for the buyer after the first sign of silence. But by letting silence persist -- no matter how uncomfortable -- reps demonstrate an interest in the buyer's answer, instead of what they think the buyer's answer could or should be.
3) Silence helps salespeople stand their ground.
If the discomfort of silence during the closing process makes you anxious, you may be tempted to hastily modify your offer before your prospect has even given a formal rejection. However, rather than rushing to offer discounts or freebies, try this approach: confidently present your offer and then maintain a moment of silence.
For a prime example of how silence can be your greatest negotiation tactic, check out this article from Steli Efti. During a crucial negotiation, Steli Efti, CEO of Close.io, found himself in a challenging situation. Close.io was the customer and faced with the prospect of paying a significant amount to terminate a contract. Instead of succumbing to the pressure and agreeing to the full payment, Efti employed a powerful tactic - silence. By remaining quiet, he allowed the account executive to feel the weight of the silence and take the initiative to negotiate the fee down. The result? Close.io saved an impressive $225,000. This example serves as a reminder not to undermine yourself by making hasty offers out of fear of silence. It's important to allow your buyer to state their objections and allow for thoughtful consideration before making concessions.
4) Silence prompts buyers to reveal their true needs and concerns.
In the world of B2B sales, some prospects are open about the challenges they face at their companies or any issues they have with a seller's offering. However, others are more hesitant to provide honest or negative feedback.
If you find yourself dealing with a prospect who falls into the latter category, talking more won't help you extract the relevant information you need. Instead, it's important to listen to your prospects. After all, what is listening if not intentional silence on your part?
When a salesperson asks a question that the buyer might not feel comfortable answering, embracing silence can coax them into sharing the truth. By remaining quiet, you demonstrate that you are fully prepared to focus on their answers and give them the space to express their thoughts and concerns.
5) Silence encourages prospects to lead the conversation.
Sales meetings should always prioritize the buyer and their business, rather than focusing solely on the salesperson and their product or service. To ensure that the buyer receives exactly what they desire from a sales meeting, sellers need to embrace moments of silence after explaining a key point or presenting a compelling argument.
The power of silence can work wonders during these moments, as it often prompts the buyer to take the lead in the conversation. By carefully analyzing the topics that the buyer brings up next, the seller can gain valuable insights into which aspects of their product or service the buyer is particularly interested in or concerned about. This allows the seller to tailor their approach and address the buyer's specific needs more effectively.
6) Silence pulls disengaged prospects back into the conversation.
Did you catch the statistic earlier about how most people start feeling uncomfortable after four seconds of silence? Well, if you sense that you're losing the attention of your audience (you know when they start checking emails or zoning out), here's a little trick. Pause for about three to five seconds.
Give your audience a moment to lift their heads from whatever distractions they have. Once your silence has worked its magic, reconnect with your prospects and check if you're still on the same page. You can even ask if there's anything you can do to make the conversation more meaningful for their business. The result? A more productive conversation for them and a more engaged audience for you.
7) Silence highlights important points your prospect needs to understand.
In the current sales landscape, the focus is on the prospect and their unique requirements. They need to grasp the important aspects of your product or service to determine if it aligns with their needs.
According to a renowned public speaking expert and author Andrii Sedniev, taking pauses before and after conveying crucial information in your presentation will emphasize its significance, captivate your audience, and allow you to catch your breath. While it may be tempting to go on about significant points, giving them space will enhance their impact.
Don't shy away from silence during sales calls, instead utilize it to your advantage. With practice, this technique will become second nature.
Pausing before and after critical points in your speech will emphasize important information, pique your audience's interest, and give you a moment to catch your breath. It's tempting to ramble on about important points in your presentation, but give them space and you'll increase their impact.
Don't be afraid of silence on sales calls -- use it to your advantage. With a little practice, this technique will become second nature.
