Bite Your Tongue
By Kelley
Robertson
Tuesday, June 20 2005; 11:00am EST
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.
About the Author
� 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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