Defensive silence is deliberate, focused silence, which enables intense concentration on what the customer is saying, and a more accurate interpretation of what his or her words and inflections mean. Offensive silence is disciplined resistance to saying more than is necessary to close the order. These are two distinctly different and important applications of the power of silence. Properly executed, they will produce far greater results than any amount of practice and refinement of presentation skills.
It seems natural for a salesperson to talk or present, and for the customer to listen. In reality, the more the customer talks, the greater control the salesperson has in leading the customer to a conclusion the salesperson has already reached for him/her.
J. Douglas Edwards is one of the finest trainers of salespeople and sales managers in the country. When he lectures on the art of closing, he jolts the audience out of their chairs. He follows his slowly, softly worded phrase: "Whenever you ask a closing question," with (screamed at the top of his lungs) "SHUT UP AND LISTEN!!!" He presents this simple instruction as being the single most important instruction he will ever give his audience. I believe it.
The learned skill of "shutting up" is applicable throughout the sales process. Very often a salesperson will hear the first few words of a customer's objection-an objection that he or she has heard many times before-and he or she cannot resist the urge to interrupt the customer.
"I know, but Check Guarantee IS really cheaper than Verification, if you will just let me show you!"
Had he or she shut up, very likely the customer would have answered or dismissed his/her own objection.
"With Verification, I was still responsible for the bad checks, what good is that?"
Sometimes the customer's expanded remarks reveal the real, hidden objection, which will remain forever hidden if the salesperson interrupts him or her. Interruptions are rude and disrespectful, and do not endear the salesperson to the customer.
Offensive silence is, by itself, more powerful than all other selling skills combined. While it is possible to earn a living and even build a successful career without mastering this skill, it is certainly more difficult without.
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