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Bite Your Tongue
Most people don’t
realize how powerful a negotiating tool silence is. I discovered exactly
how effective as I recently observed someone discussing a deal with a
prospective customer this past week.
The customer started describing his
situation and after a few moments he paused – briefly. It was an opportune
time for the sales person to make a comment or talk about her product and
service. However, she remained silent, sensing that the customer had more
to say. Her intuition proved correct - a few seconds later he continued
talking about his needs, and when he had finished discussing his point he
paused. The sales person refrained from speaking and her customer began
talking again.
During this last monologue the sales
person learned the exact information that she needed to close the sale
without resorting to discounting. If she had spoken during those moments
of silence, she may still have closed the sale but not as effectively.
I remember watching my wife use silence
as a customer several years ago in a retail store. She had brought a few
items to the cash desk and when the sales associate rang them in my wife
noticed a discrepancy in price. When she questioned this difference, the
employee mentioned that the items in question were not available for the
price my wife had thought. Instead of complaining or arguing my wife chose
to remain silent. The sales associate immediately began talking to fill up
the “dead air” space, and before long, had talked herself into giving my
wife the discount she had hoped for.
The next time you meet with a client or
customer – either face-to-face or over the telephone – bite your tongue.
Resist the temptation to talk immediately after they have spoken. Instead,
pause for a few moments. Because most people are uncomfortable with
silence they will automatically say something. This is a very effective
recruiting technique (called the pregnant pause) and it can be used in the
sales process as well.
Here are a few other situations when
biting your tongue will benefit you:
1.
After you ask a question. I’ve seen more sales people answer their own
questions instead of holding back and allowing their customer to talk. Let
a customer tell you what’s on their mind and encourage them to give you
more information. This is extremely easy to do when you refrain from
talking after asking someone a question.
2.
Anytime you ask for the sale. When you ask a person to make a financial
commitment (aka a buying decision) you need to give them time to think
about their decision and to respond. Too many sales people talk themselves
out of a sale by continuing to speak afterwards. I recall one sales person
telling me he would give me time to make a decision even though I had told
him I wanted his product.
3.
When you are not sure what to say next. From time to time, I have found
myself unsure of what I should say after a comment made a prospect or
customer. In these situations, an effective approach is to remain silent.
It takes patience and a lot of control. However, in most cases, the other
person will fill up that dead air space and give you information you would
not have learned otherwise.
4.
When people express disappointment. In situations of conflict our natural
tendency is to explain why something went wrong or to immediately offer a
solution. However, allowing people the opportunity to vent gives you the
chance to offer the best possible solution. Many years ago I had a
disgruntled employee and I gave her time to express her opinions. After
several minutes of heated words and angry dialogue, I discovered that all
she really wanted from me was the opportunity to vent her frustration. In
another situation, my customer actually told me what he wanted done which
was less than I had originally planned to offer.
I remember reading the following advice
from an author some years ago – spend one day every few months being as
quiet as possible and responding only when it adds value to that
particular conversation. This will be incredibly difficult for the
majority of people but imagine how much you will hear and learn that day.
Most people who sell a product or
service mistakenly think that they must do most of the talking. However,
my experience has taught me that some of the best sales people are also
the quietest. And it’s because they actually hear what their customer or
prospect has to say. They learn what’s important to that person. They find
out the motivating factors behind the purchase. They allow the other
person to dominate the conversation. And let’s face it, the majority of
people will always talk when given the opportunity.
© 2005 Kelley
Robertson, All rights reserved
Kelley Robertson, President of the Robertson Training Group, works with
businesses to help them increase their sales and motivate their employees.
He is also the author of “Stop, Ask & Listen – Proven Sales Techniques To
Turn Browsers Into Buyers.” Receive a FREE copy of “100 Ways to Increase
Your Sales” by subscribing to his free sales and motivational newsletter
available at www.kelleyrobertson.com . Contact him at 905-633-7750 or
Kelley@RobertsonTrainingGroup.com<<
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