During any conversation a moment of silence can happen.
Even during a meeting with a potential customer or a client.

There is nothing wrong with the silence itself if the conversation picks up afterwards naturally.
It is probably not that bad to have a short silence in any meeting or discussion.
However it could be an indication of disconnection between the 2 parties involved.
In some case it can become unbearable and give discomfort for both parties. You all will feel the pain.
However it can also be used as advantage for your sales process if you keep your mouth shut.

Some people feel the need to jump in and fill the silence immediately.
This can be:
- You the Salesman.
- Your Support engineer.
- The Influencer.
- The Decision maker.

Not breaking the silence

You as the Salesman
As the salesman, you should be able to keep the uncomfortable silence for a while and if nobody speaks then re-launch the conversation that engages both the decision maker and the influencer.
If you can pose an adequate open question the discussion will start again. Still it is not easy to ask such a question.
In any case avoid starting a sales pitch!

Your Support engineer
The worst case is when your support engineer tries to open the discussion again: especially with technical matters.
Technical matters as he probably is mainly interested in the more technical or features aspects of the solution or the problem and not the business itself.
Thus just hope he keeps silent or in the best case poses an open ended question.

The customer should break the silence

The Influencer
If the Influencer starts talking, let him talk. Make sure you engage in a conversation that the Decision maker finds interesting.

However chances are the Decision maker is not interested in the specific items or matters the Influencer finds interesting.
If the Decision maker is not interested, you need to change the subject as soon as possible by asking an open question to the Decision maker.
Else you will loose attention of the Decision maker or he will start a second conversation with the Support engineer which will beyond your control.

The Decision maker
The best case is if the Decision maker starts talking again as in this case he probably will tell too much by:
- Elaborating about the problems to be solved
- Your competitors or competing products
- Explaining more about the internal matters related to the decision.
Whatever he tells it will be interesting for you and your sales process.

The silence after a question

In case after you have posed a question there is a silence, then wait at least 10 seconds.
Typically you or your Support engineer will interrupt the silence within 3 seconds mainly by repeating the question or even by suggesting the answer.

People being questioned need up to 10 seconds to formulate an answer. Thus give them the required time.
Remember they need to speak out and inform you – not visa versa.
Thus take your time and wait until they answer you or continue the conversation without answering the question.
If after 10 seconds they haven’t answered the question then repose the question.

What did you do with unbearable and uncomfortable silences during a meeting?
Did you start talking again? Did you start your sales pitch again?
Or were you able to pose an open ended question?

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