Selling Boldly

23Silence Is Money

Want to know the most underutilized technique in sales?

Silence.

That's right.

Not talking is a rare commodity in the sales profession.

In fact, salespeople are constantly talking at your customers.

At first I was going to include this material in the previous chapter, with the other key elements of implementing these communications. But then I decided that silence is so important and so undervalued that it needs to be considered separately, in its own chapter.

Here's What I Mean by Silence

Silence is:

• Asking for a referral and waiting for the answer.
• Asking for a testimonial and waiting until the customer answers.
• Asking for the business and not speaking until the customer responds.

Silence means not filling the pauses with your nervous chatter.

Too much money is lost when you fill the pauses with nervous chatter.

Why We Are Not Silent

Why do we talk into the silences?

Because we are nervous.

Because are not confident, or bold, or sure of our value.

But now you are, right?

Now you know how good you are.

Because you see how valuable you are to your customers.

We don't “do” silence because we think the customer is unhappy, or uncomfortable, when he is quiet. In actuality, he is merely thinking, and when we jump into that pause, we interrupt his decision‐making.

Let your customer think and consider your question.

Let them answer.

Then, you go.

How to Be Silent

Here are two ways to use silence to your advantage.

Ask One of the Questions in the Chapters ...