My wife, Sarah Jane, cannot stand awkward silences. She feels compelled to fill them and she does it very well.
In a social situation this is a perfect reaction. But in a business, especially a sales context, awkward silences are necessary and can be very helpful.
What’s the secret to using silence to your advantage?
Embrace it.
It only takes four seconds for people to become uncomfortable with silence. That’s not very long and so even if it seems like an eternity it’s okay.
Consider the following positive outcomes of awkward silences in a business or selling situation:
Silence allows time for someone to comprehend your offer.The first few moments after you suggest a final proposal to your client are tense. Will they accept, object, or reject it outright? Silence can indicate displeasure, but more likely they’re just thinking carefully. They may be just a few seconds away from saying “Let’s do it.”
Silence communicates genuine interest. If you were checking in with a friend about a stressful event, you’d probably ask, “How are you doing?” and then simply listen – even if it took them a while to answer. If you pose the question to a business associate or prospect, you sometimes feel the need to fill the space with guesses or too much additional information. Let them answer.
Silence helps you stand your ground. If you start talking right away, you might be tempted to revise your offer before you even know how it’s been received. Simply state your offer – and then shut up.
Silence allows buyers and business associates to reveal true needs and concerns. Some people have no problem explaining problems and issues. Others are more hesitant to open up, or reluctant to give negative feedback. More talk won’t help, but being quiet can put them at ease and give them time to organize their thoughts.
Silence encourages the other person to lead the conversation.Business relationships today should be about the buyer and their business, not about the salesperson and their product or service. To ensure the buyer gets exactly what they want out of a business meeting, sellers should be silent after explaining possible solutions.
No matter if you’re buying, selling, proposing, or evaluating, silence provides time and space that allows for real listening and understanding. Silence lets the conversation breathe. It can calm nerves and promote more positive dialogue.
Be silent to build relationships – and business.
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