That awkward silence. The one that stretches for what feels like an eternity after you’ve presented a key benefit or asked a crucial question. For many disaster restoration sales representatives, this pause triggers a primal urge to fill the void, to jump in with more information, to preempt a perceived objection. But what if that silence isn’t a rejection at all? What if it’s the fertile ground where genuine consideration blossoms?
Believe it or not, those few seconds – often a mere three to five – can be incredibly powerful for your prospect. They might be:
- Processing information: You’ve just shared something significant. Give them the space to digest it, to connect it with their own needs and challenges.
- Formulating a question: A thoughtful question often signals genuine interest. By rushing in, you could be interrupting their train of thought and preventing them from seeking clarification.
- Visualizing the solution: They might be picturing how your service could integrate into their workflow or solve their problem. This internal visualization is crucial for building desire.
- Simply needing a moment to breathe: Conversations can be intense. A brief pause allows everyone to recalibrate and prepare for the next point.
During my training classes, at learn.jondon.com and www.showmerestorationcoaching.com I intentionally employ the power of the pause to my students as we are role playing as sales rep vs. insurance agent. After I have pretended to be the sales rep and them as the insurance agent, I then reverse roles and ask them to sell me there services as they would normally do in their own market. The opening lines are typical. I will hear things like – have you had any losses we can help you with, or my name is Jane and I’m with XYZ Restoration and I wanted to stop in and introduce myself. I give them a couple of minutes to tell me all of the accolades of the business they represent. “We have been in business for 12 years, we do this and that.”
Just then as they are pontificating on their services, I intentionally employ the pause.
The knee-jerk reaction to fill this silence often stems from a fear of rejection. Sales reps might interpret the pause as hesitation or doubt, leading them to launch into a cascade of additional features, benefits, or even discounts they weren’t planning to offer. This “useless drivel,” as you aptly put it, can actually dilute your message, confuse the prospect, and even signal a lack of confidence in your initial offering.
Think about it from the prospect’s perspective. Being bombarded with more information when they’re trying to process what you’ve already said can feel overwhelming and pushy. It can convey the impression that you’re more interested in talking at them than engaging in a genuine conversation.
The Power of Intentional Silence
Instead of fearing the pause, savvy sales professionals learn to embrace it as a powerful tool. Here’s why:
- It commands attention: Silence in a conversation naturally draws focus. It signals that what you’ve just said is important and deserves consideration.
- It encourages reflection: By not rushing to fill the space, you give your prospect the opportunity to truly think about your proposition and its relevance to their needs.
- It reveals genuine objections: If the silence stretches beyond a few thoughtful seconds and is accompanied by a shift in body language or a furrowed brow, it might indeed signal an objection. But even then, the pause allows you to address it thoughtfully rather than reactively.
- It demonstrates confidence: Being comfortable with silence shows that you believe in the value of what you’ve presented and trust your prospect to process it.
Mastering the Art of the Pause
Learning to be comfortable with silence takes practice. Here are a few tips:
- Count to five: When you ask a question or present a key point, mentally count to five before you speak again. This can feel like an eternity at first, but it provides valuable processing time for the prospect.
- Observe body language: Use the silence to observe your prospect’s non-verbal cues. Are they nodding? Are they looking thoughtful? This can give you clues about what’s going on in their mind.
- Resist the urge to fill the void: Unless the silence becomes clearly uncomfortable or signals confusion, resist the temptation to jump in with more information.
- Practice active listening: When the prospect does speak after a pause, listen intently to their response. The silence has given them time to formulate a more thoughtful and potentially insightful question or comment.
The next time you find yourself in that silent space during a sales conversation, remember its potential. Resist the urge to fill it with unnecessary chatter. Instead, embrace the power of the pause. It might just be the golden key that unlocks your next successful deal.