The MOST POWERFUL word in sales isn't a word at all

Alright guys, you're gonna think I've lost my damn mind with this one. But hear me out.

You know what separates the setters closing a ton of deals from the ones struggling to get a few? It's not better objection handling, smoother tonality, or fancy closing techniques.

It's something most of you are absolutely TERRIFIED of...

Silence.

I know, I know... silence feels like death on a call. That awkward pause after you ask "So what do you think?" and they don't answer immediately. Your brain starts screaming: "Say something! Fill the gap! They're thinking of ways to hang up!"

But here's what's really happening in that silence:

They're thinking. They're processing. They're actually considering your offer instead of planning their next objection.

And what do most setters do? They panic and ruin it:

"So what do you think? I mean, does this make sense? Like, are you interested? Because we could also do this other thing, or maybe..."

Boom. Deal dead. You just talked yourself out of a close.

Look... Chris Voss (FBI hostage negotiator, not exactly dealing with small stakes) says silence is THE most powerful tool in negotiation. When someone's life is literally on the line, they're not filling awkward pauses with small talk.

Here's what silence actually does:

After asking a question: It forces them to give you the REAL answer, not the quick deflection they had ready.

After making an offer: It shows confidence. You believe in what you're selling enough to let them think about it.

After they object: It makes them explain themselves instead of you immediately jumping into damage control.

The first time I really used this?

I was qualifying a prospect and asked, “So what’s got you looking into this right now?”

Old me would’ve jumped right in as soon as they hesitated. filling the silence with, “Is it [X]? Or maybe [Y] is holding you back? Totally get it, a lot of people feel that way…”

But this time, I just… waited.

Six seconds of actual quiet.

It felt brutal.

But then, the guy goes:

“…Honestly? My current strategy’s tanking, my boss is breathing down my neck, and if I don’t fix it, I’m worried I’ll get replaced.”

He spilled exactly what mattered. because I gave him the time and space.

Silence got me the real truth. No script could’ve forced that out.

Here's the thing: silence feels WAY longer to you than to them. Those "painful" 10 seconds? They're using that time to think. You're using it to have a panic attack.

So here's your homework: Next call, after you ask a qualifying question or make your offer, count to 5-10 in your head before saying another word.

The person who speaks first loses. And in sales? That ain't gonna be you.

This is YOUR daily dose of setting knowledge.

PS: What's the longest you've ever held silence on a call? Drop your time and what happened.

P.P.S: What's your biggest fear about staying quiet after asking a question?

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