One important sales training lesson that many people don’t get right away is the important role that silence and pauses play in closing deals.
I don’t think the world of social media has helped either. On TikTok, Instagram and other social video platforms the last thing you want to do is pause because then you’re going to lose your audience. This works well because it’s a one-way form of communication. It’s not a good sales practice.
For me as a presenter and keynote speaker I also had to learn to talk less during the sales process. I spent so much time on stage talking at people that I overvalued what I had to say as a seller. Once I figured out the power of listening and holding space for others, my sales improved drastically.
Most modern sales training methodologies have shifted from focusing on what to say or how to answer objections, to what to ask and how to listen.
Selling is no longer about pitching and talking over the other person. It’s about leading, asking great questions, pausing, putting the pressure on the other person to answer and leaving them room to communicate.
If we do this, it’ll help us move the sale forward. Too often sales professionals, talk their way out of the sale. Instead, just make the offer, ask the question and be silent.
The client will fill the space with their own thoughts and in many cases lead us both to the sale.
