Fred Rogers is famous for the children's show Mr. Rogers' Neighborhood, which aired on PBS from 1968 to 2001. His objective was to use television to help children learn how to talk about emotions. His lessons are helpful to both children and those of us who want to be successful salespeople.
Mr. Rogers said, "Silence is one of our greatest gifts." Silence is a powerful tool all salespeople have but rarely use. While it's true that silence makes salespeople uncomfortable, it allows time for customers and prospects to think. Why? Why do we believe that customers should be able to answer our thoughtful and profound questions immediately?
You can use silence throughout the sales process in many ways.
Asking questions and listening patiently without interrupting encourages people to think and allows them time to provide thorough answers. You learn what they value, enabling you to establish how your products and services are the best solution. Asking insightful questions and remaining silent also encourages customers to continue speaking. Most of us are uncomfortable with silence and fill the void with words. We learn more about our customers' needs by patiently letting them respond and actively listening.
Mr. Rogers once asked the children on his show, "Do you want to know how long a minute is?" He turned on an egg timer and sat quietly for one minute to demonstrate. He believed slow space was not wasted space. Salespeople will sell more if they learn to use this slow space. Don't talk over it!
Silence is even more helpful when negotiating! It is one of the most potent negotiating tactics we have.
Mr. Rogers said the best way to get children to share their feelings was to ask short, simple, direct questions and then wait for them to answer. When they responded, he listened, waiting for them to elaborate, and then they would say a little more. He believed this was an effective interviewing tactic and a powerful selling tool.
Benefit from this today. Practice using silence when speaking with your customers and prospects. Before filling that void with words, count to ten slowly in your head. See for yourself what a great gift silence can be. Put silence to work when speaking with your customers and prospects. You can't learn while you are talking. Reap the benefits of silence!
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