BE Quiet — The Power of Silence in Sales and Leadership

Silence. It’s rare in our world, and even rarer in sales. Yet in July’s BE Series, we explored how silence isn’t awkward—it’s powerful. Used well, silence builds trust, creates clarity, and moves conversations forward in ways that constant talking never can.

Here are the key lessons we uncovered about when—and how—to be quiet.

Be Quiet After You Ask a Question

Whether you’re asking a customer, “What are you planning to invest in your project?” or asking a sales consultant, “What part of the process do you need more help with?”—your job is to wait.

Most of us feel the urge to fill the silence. We anticipate their answer, judge it, or plan our next words. But silence gives them room to think—and answer honestly.

Ask the question. Then stop.

Be Quiet After You Answer Their Question

When customers ask, “Why is this more expensive than what I saw elsewhere?” it’s tempting to respond with a laundry list of features. But more information doesn’t always mean more value—it often just means more confusion.

Instead, answer with what matters most to them. “Since durability is important to you, let me explain how this is built differently.” Then pause. Let them decide if that’s enough. Often, it is.

Be Quiet After You Present a Solution

Too many solutions drown in too many words. If the client told you their priorities are durability, matching finishes, and timing for Labor Day, stick to those three. Present how your solution delivers on them—and nothing else.

Anything more risks overwhelming them and leaving with the impression: “This is too expensive” or “There’s too much to think about.”

Silence gives them the space to consider, process, and lean toward yes.

Be Quiet After You Overcome an Objection

Objections are just concerns waiting to be addressed. But here’s where many salespeople lose the sale: they keep talking after the concern is satisfied.

Respond with just enough information. Confirm if it’s resolved. Then stop. If the objection is truly handled, let it be. Silence here communicates confidence—and prevents you from accidentally undoing your own work.

Be Quiet After You Ask for Commitment

This may be the hardest—and most important—moment to practice silence.

When you ask, “Is this the one you’d like to move forward with?” stop talking.

Don’t rescue the moment. Don’t ramble to fill the space. Just wait.

There’s an old sales saying: “The first person to speak loses.” That’s not true—your client doesn’t lose when they buy. Let’s reframe it: The first person to speak buys.

Silence after the close gives your client room to say yes.

Why This Matters

We live in a noisy world. Customers, team members, even leaders are bombarded with words and distractions all day long. Silence is what cuts through the noise.

• Silence makes your questions more powerful.

• Silence shows you’re listening, not just waiting to talk.

• Silence allows people to process, consider, and commit.

As one participant shared, “If the answer is important, why keep talking? Just wait for it.”

Silence is not passive. It’s an active choice—a leadership tool, a coaching technique, and a sales strategy.

Now, go practice being quiet. Ask. Answer. Present. Handle. Close. And then—stop.

oxo
Jody