Don't Be Afraid Of The Silence
By Mark Anthony Harrison, Sat Dec 10th
In any conversation with two or more people, there is a tendencyto want to talk all the time to fill any awkward silences orgaps that appear in a conversation.
However, if you think of the conversations that you have withyour closest friends or family, you will notice that there isn'tthe same need to fill these gaps, as silences between you arecomfortable. This is generally because you know the other personand the type of character that they are.
Now, if we change this scenario to the sales process you willsee that it is a completely different feeling to the one above.Suddenly silence is your worst enemy, the one thing to beavoided during negotiations, the realisation that you are losingthe sale.
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Well actually, that last statement is completely wrong!
Because a person does not say too much during negotiations doesnot mean that you are losing the sale. Yes, silence can beawkward to some but to those of you who want to win, silence canbe your best friend.
During the negotiations, you will ask your customer a number ofopen 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 untilthey have replied"
No matter how awkward it becomes or how uncomfortable it mayseem, leave your customer to reply. If it takes 5 minutes thenso be it. They MUST be allowed to reply in their own timewithout any help from you.
The reason I am pushing this point is that customers (and peoplein general) do not like silence. They particularly do not likelong silences and they feel that they have to fill the space upwith words. Before you know it they have committed to all sortsof things.
So, don't be afraid of the silence and let your customers talktheir way into your sale.
About the author:Mark Anthony Harrison was previously the Head of Sales for theUK division of a US Mortgage and Investment bank but venturedout onto his own with www.capitalmortgagesolutions.co.uk, a specialist mortgage broker whichprovides mortgages and mortgage advice to clients suffering fromcredit problems.
