Use Silence to Close More Improvement Deals
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The Power of Silence in Sales Closing
One of the best closing techniques is the ability to use silence. Silence is the only pressure a professional salesperson should use. The challenge with silence is that if you are a new salesperson or unaccustomed to it, silence can feel uncomfortable for both you and the customer. It’s a powerful tool because people often fill the silence by talking, sometimes revealing valuable insights or objections.
Experienced detectives know that staying silent after a response encourages people to continue talking. Silence can work as a "magic power," but if you’re not used to it, it may make you talk too much or too soon. You need to become comfortable with silence so it doesn’t break your focus.
Pro Tip: There is a time when you should avoid silence. Read on to learn when that is, and check the link below on using silence to manage objections effectively.
Applying Silence in Home Improvement Sales Closing
Example 1: Asking for the Sale
After you ask for the sale, remain silent until you receive a response. This could happen after explaining pricing and payment options, followed by, “The next step would be for you to fill out the credit application so we can get everything started.” Alternatively, you might say, “So, can we earn your business?” After either example, stay silent until they reply.
Avoid the common mistake of asking multiple times or rephrasing the question. Asking, “Can we earn your business? Do you like what we offer? Doesn’t this make sense?” sounds pushy and can push the customer away. This technique is known as “talking yourself out of the sale.” Even a brief silence after asking for the order can feel long, but it allows the customer to think it through, rather than forcing a quick response.
Example 2: Handling Objections with Silence
Another place to use silence effectively is when you’re discussing payments or lowering the price. If the objection is affordability and the customer says, “I just can’t afford that monthly payment,” you might respond with, “If you increase the deposit from $1,000 to $2,000, your monthly payment would lower to $325. How does that sound?” Then, remain silent until they either object again or agree to the adjustment.
If they respond with an objection like, “It’s still too much,” you can clarify by asking, “How much too much?” This allows you to gradually lower the payment without appearing desperate.
Techniques for Incremental Payment Adjustments
When negotiating monthly payments, don’t immediately offer the lowest rate. Gradually decrease the payment in stages. For instance, if they initially wanted a $250 monthly payment but you quoted $350, you could reduce it to $325 and ask, “How does that sound?” If they still object, decrease it further to $300, continuing to ask, “How does that sound?” This incremental approach brings the customer closer to agreeing, as each “no” helps clarify their ideal payment.
Example: Incremental Close
You might say, “With this adjustment, your payment would be $350 a month. How does that sound?” They respond, “That’s too much; I was hoping for $250.” You reply, “What if we adjust it to $325?” They may respond, “It’s getting better, but it’s still too high.” This process continues until they reach an acceptable payment, reinforcing their commitment to the target amount.
When to Avoid Silence in Home Improvement Sales Closing
Silence is generally beneficial, but there are times when you should avoid it. If the customer is asking buying questions like, “Does this include tax?” and you answer, “Yes, it does,” follow up by asking for the order instead of remaining silent. This direct approach closes the loop and prompts the customer to make a decision.
