Don't be afraid of the silence
In any conversation with two or more people, there is a tendency
to want to talk all the time to fill any awkward silences or
gaps that appear in a conversation.
However, if you think of the conversations that you have with
your closest friends or family, you will notice that there isn't
the same need to fill these gaps, as silences between you are
comfortable. This is generally because you know the other person
and the type of character that they are.
Now, if we change this scenario to the sales process you will
see that it is a completely different feeling to the one above.
Suddenly silence is your worst enemy, the one thing to be
avoided during negotiations, the realisation that you are losing
the sale.
Well actually, that last statement is completely wrong!
Because a person does not say too much during negotiations does
not mean that you are losing the sale. Yes, silence can be
awkward to some but to those of you who want to win, silence can
be your best friend.
During the negotiations, you will ask your customer a number of
open questions and that is absolutely the right thing to do.
However once you have asked the question, DO NOT fill the space!
Resist the temptation to put words into their mouth.
In other words:
"Ask your open question and then say absolutely nothing until
they have replied"
No matter how awkward it becomes or how uncomfortable it may
seem, leave your customer to reply. If it takes 5 minutes then
so be it. They MUST be allowed to reply in their own time
without any help from you.
The reason I am pushing this point is that customers (and people
in general) do not like silence. They particularly do not like
long silences and they feel that they have to fill the space up
with words. Before you know it they have committed to all sorts
of things.
So, don't be afraid of the silence and let your customers talk
their way into your sale.