The Sales Hacker Podcast
The Sales Hacker Podcast

Episode · 2 years ago

Friday Fundamentals EP 16: The Power of Silence


On this episode of Friday Fundamentals, we discuss the power of silence. 

When is the right time to let the customer talk? We want the customer to talk more, and the sales person to talk less. You must be comfortable with silence. It's incredibly effective! 

Hey everybody, it's Sam Jacobs.Welcome to Friday fundamentals. I hope you're having a great day. We're excitedtoday to talk to you about the power of silence. I think your salesmanager or an executive or somebody, hopefully, has shared some of these ideas withyou in the past, but we're really just going to focus on why. A lot of the times when we get ourselves in trouble and sales,it's because we're uncomfortable with silence and we talk into the silence and negotiate withourselves, and that's something that we do not need to do, and infact you're giving power and leverage back to the buyer and the prospect, andso we're just going to talk a little bit about the power of silence.Now, before we dive into that, we of course want to thank oursponsors. So Friday fundamentals is brought to you by outreach. Outreach triples theproductivity of sales teams and empowers them to drive predictable and measurable revenue growth byprioritizing the right activities and scaling customer engagement with intelligent automation. Outreach makes customerfacing teams more effective and improves his ability...

...into what really drives results. Ifyou were at unleash last week in San Diego, you missed an outstanding time. Hopefully can make the next one. But outreach is really doing a fantasticjob with their growth. They've got a number of incredible customers and they puttogether an amazing conference in a beautiful place in San Diego and I was honoredto be a part of it and host a few sessions. Now, oneof the things today that we're going to talk about, the only thing infact, is we're going to talk about the power of silence. So firstof all this is, you know, Data and information that I think alot of folks have shared. Chris our lab from Gong. I'm sure chorushas done some analysis. But first of all there's a ratio that we're lookingat when we are evaluating the quality of a sales conversation, the ratios WHO'stalking. So in a good sales conversation we want them to talk two thirdsof the time and we want to talk one third of the time. Soif you've got a some kind of analysis software, like a chorus, likea gong, like some kind of framework...

...that helps you evaluate the you knowwho's talking and when. Look at that and make sure that you're not talkingtoo much. We don't want the salesperson to really be in a conversation wherethey are doing the majority of the talking, because it's inevitably going to be aboutyou and yourself and not enough about the customer. So also remember thislittle maxim when they're talking, you have the power and when you're talking theyhave the power. And there's a bunch of variations on that theme. Butyou must be comfortable with silence and you'll be amazed at how effectively silence canbe deployed. And when people ask you a question, you don't have togive a long winded answer. When there's discomfort because you've come to the endof something to say to each other, you don't have to fill the silencewith conversation and in fact you develop power and authority the more effectively you canuse silence. So, for example, if someone says wow, don't youthink that's expensive, you could say no, I don't and then you can justbe silent. If somebody says is there anything more you can do onthe price, you can simply say unfortunately,...

...there isn't and then you can justabsorb and enjoy the silence. So use silence as a weapon. Tryto make sure that you're doing no more than one third of the talking.Of course, the way that you do that is by asking questions and trainyourself to not fill a void with silence by negotiating with yourself. Another usefultip press mute on the phone after you're done talking, just as a confirmationto yourself that you don't need to be talking and you're blocking yourself from theability to even say anything. So again, silence is a very, very powerfulMECHA ISM because it creates a discomfort that you can use to your advantage. And also people like to talk about themselves. The prospects like to talkabout themselves, so we don't want to be in a situation where they aredoing all of the listening and you're doing all of the talking. So silenceis very, very, very powerful. The best sales people are comfortable withone to two word answers when appropriate. The best sales people are comfortable askingopen ended questions. The best salespeople are...

...used to perhaps periods of protracted andextended silence and not feeling the need to jump into that gap by saying something, not filling the need to make things more comfortable, because your goal isn'tnecessarily make things comfortable. Your goal is to guide the prospect towards a decisionto hopefully purchase your solution, and sometimes silence is the most effective way todo that. So this has been a short one. This has been Fridayfundamentals. Thanks so much for listening. If you want to reach out tome, this is your host, Sam Jacobs. You can you can findme on Linkedin. Linkedincom forward, slash the word in and then forward.Sam F Jacobs, and please support our sponsor outreach and I hope to seeyou next time.

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