It really is true. It works so well too. However getting sales people to learn this technique is no easy task. Let us first of describe what we are talking about.
Quite simply when the sale gets to point where the price is quoted, the sales person quite simply, shuts up. I know this is hard to believe but it is essential in sales that first person to speak once a price has been quoted is the client. The reason for this becomes clear if the sales person speaks first, because everything that tumbles out of their mouth will just sound like a justification, over selling the product or service and therefore result in what we might call ‘the padded sell’. If the client speaks first, then they will either justify the price to themselves, resell the product to themselves or offer up the price objection. It matters not which it is, but the client must speak first.
I find that for many people starting out in their sales career find using the ‘silence technique’ to be daunting. After all they are new, they are learning sales process, getting used to dealing with clients on the phone or face to face and it is a lot to remember. In addition, sales people regardless of their experience can often feel that they do not want the awkward silence as it creates discomfort for them, so they fill the silence with all sorts of jibber jabber. After all many sales people want people to like them, it is hot-wired into their D.N.A. it is what makes them great! not to mention the values they have been brought up to believe on manners, speaking to strangers and talking about money, my blog Sales People Not Selling? Blame the Parents explains more on this.
The silence is often not that long either, it just feels longer, but once practiced, it becomes essential to the sales conversation.
Another form of Silence
As an aside, silence can also play a role in the initial consultation or questioning part of the sale. These silences are usually created when the sales person asks a questions and writes down the answers and notes from the call as it happens. Quite simply these silences can be very useful, but it is important to tell the client, especially on the phone, that you will be taking notes so that if there is a silence that they are not ignoring the client. That way they are expected and automatically create a few seconds of thinking and sinking time. That being time to think about what has been said, and time to let what has been said sink in. Oh and you see, before you knew we are back to the close and price quoting. The silence experienced after quoting is ‘sinking in time’.
For any sales person out there, remember to use the silence, it can be pay huge rewards when used the right way. Thanks for reading.
This blog forms part of Sales Training delivered by me Simon SerialTrainer7. If you require training for your sales team please drop me an email at firstname.lastname@example.org or call me on 07979 537824.