By Bill Farquharson, Sales Vault. Read Bill’s tip below or watch Bill here.

Good morning!

Sometimes, good negotiating isn’t about what you say, it’s when you don’t say anything.

Silence is one of the most underused tools in sales. Whether you’re quoting a price or asking for the business, the moment you stop talking is often when the real negotiation begins.

A hotel sales manager once quoted me a price, then asked, “How does that look?” I paused for five seconds to jot it down and gather my thoughts — and in that brief silence, he panicked and offered a discount. I hadn’t even objected yet.

It’s an old rule for a reason: The next person to speak, loses.

Five seconds feels short, but when you’re uncomfortable, it drags. This—5 second delay—was five seconds. Didn’t that seem like an eternity? In face-to-face meetings, maintain eye contact and wait. On the phone, stay quiet. Let the buyer process your offer. Let the silence do the heavy lifting.

Salespeople often rush to fill the gap with nervous chatter or start negotiating against themselves. Resist that urge.

When you ask a closing question or present your price, pause. Count to five in your head if you must. Give them space to respond.

Because sometimes, the most persuasive thing you can say… is nothing at all.

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New to sales? Become a Sales Vault member and take the 90 Day New-to-Sales Program at no additional cost. Go to SalesVault.pro or call Bill Farquharson at 781-934-7036.