Hello Reader,

If you’re anything like me, you’re naturally enthusiastic and eager to engage in conversations.

There’s a widespread belief that people who are super extroverted and confident are, or will be… good at sales.

But there’s one skill I’ve had to refine over the years that has made all the difference in my sales success: knowing when to shut up.

It might sound counterintuitive, but talking less and listening more is a game changer.

In fact, the best salespeople are the ones who master the art of silence at the right moments.

So, it might not surprise you that introverted people tend to have a better understanding of people.

Because when you’re introverted, you’re not speaking much in groups.

That means you’re probably listening. When you listen carefully, you can hear everything and, as a result, have a better understanding of what’s going on.

That’s a mighty skill to have. It’s easier to learn to be confident than it is to learn to understand people. And that is why introverted people actually have a more substantial chance to be the best salespeople – if they keep that skill and master confidence.

It is still essential that you talk during sales; it’s just that you need to know when to talk… and when not to.

With that in mind, here are three critical times when you should stop talking and give your prospect space to speak.

1. When You Ask a Powerful Question

One of the biggest mistakes I see salespeople make is asking a probing or open-ended question and then immediately following it up with a stream of their own thoughts.

For instance, you might ask a critical question like: “How are you planning to fund your expansion?”

This is a significant question that can drive the conversation forward, but what happens next is crucial.

Most salespeople, eager to keep the momentum going, dive straight into additional comments, rephrasing the question, or offering potential answers. What I’ve learned, however, is that the silence after asking a tough question is your greatest asset.

Here’s why: Pausing after asking a probing question puts the spotlight on your prospect. It shows them that you’re truly interested in hearing their response. More importantly, it gives them the time to think and elaborate, providing insights into what really matters to them.

If you ask, “How are you going to fund your expansion plans?” and immediately follow up with another question or comment, you’re taking away the space for your prospect to think through their answer.

Pausing to let your prospect answer fully (without interrupting them) shows a high level of emotional intelligence. You’re not rushing them, and you’re not undervaluing their thoughts. You’re letting them tell you what they need, what their challenges are, and ultimately what’s driving their decision-making process. That’s powerful.

2. When You Get an Objection

Handling objections is an inevitable part of any sales process. Your prospect might say, “I really like your product, but it’s too expensive”, or “We’re not looking to make a change right now.”

Now, the natural instinct for many salespeople is to immediately start defending their product, justifying the price, or explaining why their solution is the right choice. And yes, early on in my career I’ve made this mistake myself.

However, when a prospect raises an objection, your immediate response shouldn’t be a flood of words trying to fix their concerns. Instead, pause.

Let the objection settle. Ask them for clarification if needed. Something as simple as saying, “Thanks for sharing that, I completely understand your concern. Could you tell me more about what you’re thinking regarding [x]?” can open the door for a more meaningful conversation.

Rushing to answer an objection makes you sound desperate.

When you stop talking and just listen, you give your prospect the opportunity to reframe their objection or even answer their own concerns. More importantly, it allows you to gather the information you need to craft a more thoughtful, personalised response that addresses their specific concerns.

3. When You Discuss Price

This is one of the trickiest moments in any sales conversation, right? I’ve seen it time and time again: salespeople mention the price and then immediately start talking about discounts, added bonuses, or justifications to make the price seem more reasonable.

They do this because they’re nervous about the prospect’s reaction to the price, and they hope that lowering the price or offering extras will seal the deal.

But here’s what you should do: The moment you mention the price, stop talking.

This shows that you’re confident in the value of your offering and that you’re not trying to undercut your own value.

It’s a simple but incredibly powerful move.

If you’ve set the price and then immediately follow it up with a justification, you’re essentially telling the prospect that you’re unsure about the price, and they’ll pick up on that.

When you pause, it lets your prospect digest the information, think about it, and even vocalise any concerns. That moment of silence can often lead to a more thoughtful conversation about the value of your service.

They might even come back with a counteroffer or a question that allows you to dive deeper into their needs and how your service can help.

The Power of Silence: A Final Word

Sales isn’t just about talking. It’s about knowing when to talk and when to listen.

If you can master the moments of silence, you’ll find that your conversations become more meaningful, your relationships with prospects become stronger, and your sales results improve dramatically.

In my early days in sales, I worked hard to rein in my natural enthusiasm and learn to pause at the right moments. But every time I’ve done it, I’ve seen the payoff – whether it’s closing a deal, gaining valuable insights, or building trust with a prospect.

I hope these insights help you take your sales skills to the next level. Until next week, take care and good luck.

James