What does your client actually need to know?

STOP TALKING…when you present a solution.

Think about the problem your client is trying to solve—or the priorities they shared when they first described what they want to accomplish.

Those are the things you need to discuss.

When selling upper-end products, there can be a tendency to justify the price by sharing everything we know. We tell the product’s story, explain how it was made, list its features, and keep adding information in the hope that more details will create more value.

But information that doesn’t matter to the customer standing in front of you does not add value. In fact, the more you talk about aspects of the product that have nothing to do with the client’s priorities, the more unnecessarily expensive the product may begin to feel.

Too much information also cultivates confusion. And a confused client will have a harder time making a decision—which is the opposite of what presenting a solution is meant to accomplish. The same is true when coaching sales associates. More words do not necessarily create more clarity.

WAIT: Why Am I Talking?

Before adding another detail, ask yourself whether it supports the client’s priorities or helps solve the problem they brought to you.

If it doesn’t, stop talking. STOP TALKING…when you answer an objection.

An objection is a voiced concern waiting to be addressed with information, compassion, and patience. Before responding, ask a question to uncover what the objection really is. Then provide enough information to address that specific concern. Just enough.

This is challenging because objections often trigger an immediate, automatic response. We want to make the concern disappear. We may begin explaining, defending, or trying to convince the customer that this is the right solution and they should move forward.

But an objection is not an invitation to tell the client everything else you know about the product.

Once you have addressed the concern, ask: “Anything else?”

Then wait. Silently. If they have another concern, they’ll tell you. Address that one, too. Continue until you understand what is truly preventing them from moving forward.

Salespeople and Sales Managers

• Keep product information succinct and aligned with the client’s priorities and problem.
• Stop talking and give them time to think—so they can act.
• Notice your reaction when someone questions a solution you truly believe in.
• Stop the automatic response. Breathe and allow the silence to settle the space.
• Ask questions designed to understand their concern—not to make or win your point.
• Work toward agreement and the next appropriate step.

Now, go practice being quiet after you present a solution.

Join me live: Stop Talking—The Power of Silence

Wednesday, October 21
3–4 p.m. EDT
Live on Zoom

We’ll explore how silence can increase trust, clarify objections, elevate your professionalism, and give customers the space to think—and choose.

CEUs may be available. If you’re interested in receiving CEU credit, reply to this email ahead of the training and let me know.

[REGISTER HERE]

oxo,

Jody