Here’s a hard truth: Most salespeople hate silence.
The moment a buyer pauses—even briefly—they jump in with suggestions, value props, or name-dropping testimonials. It feels helpful. It feels like selling.
But it’s often the exact moment you lose the deal!
Why Salespeople Rescue Too Soon
There are two big reasons sellers try to “rescue” a prospect from dead air:
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Fear of losing momentum. It feels like silence = lost interest.
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Desire to be helpful. Sellers think quick answers make them appear knowledgeable and trustworthy.
But here’s the problem: when you fill the silence, you rob the prospect of their own discovery process.
In 2025, buyers are more skeptical and more independent than ever. They don’t want a perfectly polished pitch—they want to see themselves in the solution. And the only way they can do that is if they’re given space to think!
Silence Builds Buy-In
Think of silence as a strategic pause. A moment where the mental work shifts from you to them. That pause is where real buying motivation starts to emerge.
Instead of saying, “Other companies use this to cut costs,” try this:
“Off the record, how do you see yourself using this?”
Then just wait.
Try This Exercise with Your Team
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Pair up and take turns playing prospect and salesperson.
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Ask the question above and wait a full 60 seconds in silence.
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Resist the urge to jump in. Let the discomfort sit.
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If the “prospect” answers early, wait 15 seconds, then reframe it as a question and wait again.
It’s awkward at first. But it builds the muscle of patience and self-control—two skills that separate good sellers from great ones.
The Bottom Line:
If a buyer is qualified and truly interested, they’ll rescue themselves. Your job isn’t to save them—it’s to guide them to their own conclusion!
Good Selling, Great Leading! – The MCG Team
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