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"After asking for the order, he who speaks first........... loses!"
Those of us who are professional salespeople can relate to the above quotation. It has tremendous significance in our approach to sales negotiations and closing. To depict the point, we've used the phrase silence is closing in many of our sales training sessions. What is it about silence that makes us feel that we must fill the airwaves with words? To illustrate how speaking too much or overselling can kill the sale. Let's review a field case study.
Fred was a veteran sales representative for All Points Paper Company, a manufacturer of bathroom paper products. The company had just come out with a new product for restroom sanitation and a large university in the mid-west had requested more information and a demonstration from Fred and the local distributor. After a successful demonstration, the sales manager for the distributor asked for the order. There were a few very brief moments of silence and then old Fred began selling, again. The university buyer became annoyed with Fred's babble and asked the local distributor's sales manager to quiet Fred. The university buyer told the local distributor sales manager that he was already sold. He liked the product. He already knew how it was going to save staff time and shave off a big piece of the university's operating budget. Fred kept right on going, spewing the product features faster than a speeding bullet. Finally the university buyer stood up, excused himself, and never ordered.Keep these rules in mind at your next close; they'll help you from being shown the door like our friend, Fred!
Jim Kasper is the Founder and President of Interactive Resource Group. Mr. Kasper has over 26 years of practical experience in direct sales, sales management, sales training, and marketing. Contact him at www.salestrainers.com or call 800-891-7355
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