It’s an old adage from the brokerage industry, and many others. In many sales conversations there is a moment of pause – often just at the point where the salesperson has asked for something. When we ask someone to do something every natural instinct is to follow up with another reason they should, but the key is to bite your tongue and wait. At that moment you have an opportunity to gain information, so use it.
The longer the pause the more uncomfortable you will become, but the longer pause also means that the prospect is thinking – processing the conversation to this point, reasoning and negotiating with themselves, and determining how to communicate what they are thinking. This is one of your best opportunities to hear honest feedback – whether there is a perceived shortcoming in your solution or if is simply now a matter of negotiation of price and terms.
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