The use of this “gap of silence” within a sales presentation is an art and it is important to hesitate in terms of providing a response immediately following what your customer has said and providing the proper response.
The use of this “gap of silence” allows the customer continue on with the conversation providing clarification of their real needs and allow them to offer additional specifics relative to you having the ability to provide a solution. This additional information can be very useful when determining which features and benefits of your product may satisfy their specific needs. It can be an integral component for gaining clarification of their real “prime buying motives”.
Many feel that silence reflects a disconnect, when in reality it can provide a much improved connection between the sales representative and the customer. In fact, it can improve the connection between the employer and employee, and even your relationship with your spouse or a friend.
Remember, listening is the most important skill-set or competency for excellent communication. This “gap in silence” technique can take your listening skills to a higher level. It is important to realize that communication is the connection between two or more parties. Empathetic listening is when you can feel the meaning behind the words and this “gap in silence” can in many cases enhance your empathetic listening while clarifying the meaning and desired outcome.
This “gap in silence” can be used even more effectively if you understand the behavioral style of the customer, employee or friend. Our Communication and Selling Workshops like “Stop Selling…Build Relationships” can help you understand behaviorally when silence may be the best response.
You can sell more by using the “gap in silence” technique and using it more effectively to close the sale when you understand the customer’s behavioral style and how it relates to their “prime buying motives”.