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Inspiration

Silence is power

even years ago, the World Health Organization wrote. "Very often a salesperson will hear the first few
referred to noise pollution as a "modern plague" words of a customer's objection (one so often repeated and
and said overwhelming evidence indicates familiar that the salesperson could answer it in his sleep)
S "exposure to environmental noise has adverse and cannot resist the urge to interrupt the customer."
effects on the health of the population."
Restraining the urge to interrupt can lead to having a more
The world has only grown more clamorous since then. meaningful conversation with your prospect. "Sometimes
Even though a lively store can indicate business is brisk, the customer's expanded remarks reveal a deeper,
merchants need respites from the hustle and bustle. hidden objection, one that will remain forever hidden if
Unfortunately, they often consider meeting with merchant the salesperson interrupts," Green wrote. He added that
level salespeople (MLSs) to be far from restorative; they interruptions are also rude and disrespectful and unlikely
typically think of MLSs as part of the noise. to endear the salesperson to the merchant.

One way to mitigate this is to become friends with silence "The art of being silent is, by itself, more powerful than all
and let your prospects do the talking. In Good Selling! SM: The other selling skills combined," Green noted. "While it is
Basics, Paul H. Green wrote, "Although a meeting between possible to earn a living and even build a successful career
a salesperson and a prospective buyer is, by definition, the without mastering this skill, the selling life is certainly
salesperson's opportunity to present a product or service easier and more productive for those who do master it."
for the customer's consideration, in reality, the more the
customer talks, the greater control the salesperson has Silence is something you can also give to yourself. Set
over the outcome of the meeting. He allows the customer aside a little quiet time before you go out on your sales
to talk himself into the sale." calls. Step away from your computer, leave your phone at
your desk, and enjoy a peaceful spot nearby or take a short
Thus, silence on the part of MLSs is good for the bottom walk down a side street. Give yourself a moment to be free
line – and even at times when the merchant and the of performance expectations. You'll boost your peace of
agent's offerings aren't a good fit, the merchant will have mind and your health, and likely have a much easier time
had a few moments of respite from noise, a few moments listening to merchants when called upon to do so.
when another person sat quietly, providing full, relaxed
attention. That in itself is a gift that usually goes unnoticed,
but it can leave a lasting good impression.
Be quiet, listen

So next time you have the urge to jump in and hear a
merchant begin to voice an objection you've heard many
times before, wait instead. "The learned skill of 'shutting Kate Gillespie, President and CEO
up' is applicable throughout the sales process," Green

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