Effective small business marketing is essential for getting your brand in front of the right audience, building recognition and driving leads.

But, getting leads to your business is just half the battle. If you want to turn those leads into customers, you have to close the deal.

Whether you close the deal or the lead walks often depends on your sales conversation. And, believe it or not, the outcome is less dependent on what you say than how well you listen.

One of the best ways to show that you’re listening and actually make the sale is to harness the power of the pause.

The power of the pause in driving sales

 

Here are a few reasons to talk less and pause more in your sales conversations:

#1. Show that you care

Conversions come from how you make your customers feel. This simple act of pausing tells the customer that you’re not just trying to push a product, but you’re actually interested in what they’re saying and their specific needs.

In other words, the pause demonstrates your authenticity as a salesperson and helps build trust with the customer.

That trust plays an essential role in conversions. In fact, studies have found that as much as 70% of the buying decision is based on how much trust the buyer has in the seller.

And while many businesses think a lot about building trust with new leads through reviews and testimonials, many forget how important it is during the sales process.

Pausing in just the right place is an easy, painless way to build more trust with your leads and convert them into customers.

#2. Give the lead time to catch up

When you take a pause, it also allows the customer to think about what you’re saying and how your product could benefit them. This time to reflect gives them a chance to build interest in your solution.

Think about it this way: if you’re interested in something, you want to know more about it. If you’re not interested, you tune out.

If a lead is interested in what you’re selling, the pause will give them time to digest what you’re saying and get excited about it. On the other hand, if they’re not interested, the pause may be just long enough for them to realize it and move on.

#3. Emphasize a point

When you make a statement and then pause, it allows that statement to sink in before you continue talking. This is especially useful for emphasizing an important point.

If you’re trying to make a case for why your product is the best solution, pausing after key points will give the customer time to let those arguments sink in.

#4. Give the lead time to respond

Oftentimes, the lead will start to form a response in their head while you’re talking. If you keep talking and don’t give them a chance to interject, they may never share that response with you.

Giving them time to think and then respond allows you to learn more about their needs and objectives. It also allows you to gauge whether or not they’re really interested in what you’re selling.

Pro tip – Pause after the lead finishes talking

When a lead responds to what you say during the sales conversation, don’t rush to throw your response in the mix too quickly. Instead, pause for a few seconds to give them time to fully finish their thought before you reply.

The very last thing you want is to interrupt the prospect during the sales conversation. Not only is it rude, but it also doesn’t give you the full picture of what they’re thinking.

Pausing for just a few seconds after they’ve finished talking is a surefire way to avoid interrupting them.

#5. Give the lead a chance to breathe

In order to close a deal, you need to give the lead a chance to catch their breath.

Think of the sales conversation this way. When you’re bombarding a lead with too much information, it’s like you’re holding their head underwater. If you want to turn them into a paying customer, you need to give them a second to come up for air.

The pause allows you to do just that. By taking a break in the conversation, you’re giving the lead time to process everything that’s been said.

It also gives them a chance to ask any questions they may have about your product or service. If you can answer those questions and address any concerns, you’ll be one step closer to closing the deal.

Maximize your pauses by nailing your timing

Pausing is a key strategy for improving your sales conversations. And, you’ll get even more out of pausing if you can time them appropriately.

Here are a few of the best times to pause during the sales process:

• After you say the lead’s name – This is a great way to start off the conversation on a personal note. It also helps you get their attention from the get-go.
• After you make a key point – As we mentioned earlier, pausing after you make a key point allows that information to sink in before you move on.
• After you ask a question – This is your chance to see how much the lead is really paying attention. If they don’t answer your question, it may be a sign that they’re not interested.
• After the lead responds – As we mentioned in the pro tip, pausing after the lead responds shows that you’re listening to what they have to say. It also gives them a chance to fully finish their thought.
• After you ask for their business – This is a key moment in the sales process. If you’ve done your job up to this point, the lead should be ready to buy. But, giving them a chance to think it over before they commit shows that you’re not pushy and that you’re giving them the opportunity to make the best decision for their needs.
• After they bring up an objection – If the lead raises an objection, it’s your chance to address their concerns and get them back on track. By pausing before you respond, you’re showing that you’re fully listening and taking their objection seriously.
• After you address an objection – Just like pausing before you respond to an objection, pausing after you address an objection shows that you’re taking their concerns seriously. It also allows them time to digest your response and see if it really addresses their needs.

Pausing during the sales conversation may seem like a small thing, but it can make a big difference in your results. So, the next time you’re on a sales call, take a moment to pause and see how it affects the outcome.

A few more things you can do to maximize your sales conversations

#1. Take note of the body language

Body language — both yours and your lead’s — can say a lot about how the conversation is going.

For example, if you notice that your lead is crossing their arms or legs, it may be a sign that they’re not open to what you’re saying. On the other hand, if they’re leaning in and making eye contact, it’s a good sign that they’re interested in what you’re saying.

#2. Use the right tone

Your tone can also have a big impact on how the conversation goes. If you come across as too salesy, you may turn the lead off. But, if you sound disinterested, they may not take you seriously.

The best way to find the right tone is to imagine that you’re talking to a friend. You want to sound interested and excited, but not overly so.

#3. Listen more than you talk

It’s important to remember that the goal of the conversation is to learn about the lead and their needs. So, you should be doing more listening than talking.

If you find that you’re doing most of the talking, take a step back and let the lead talk. You may be surprised at what you learn.

#4. Avoid interrupting

Interrupting the lead can come across as rude and disinterested. It can also make it difficult to really hear what they’re saying.

If you find that you’re interrupting, try to take a step back and let the lead finish their thought. Use the power of the pause to give your lead a chance to fully say what’s on their mind before you start talking.

#5. Ask questions

Asking questions is a great way to get the lead to open up and share information about their needs. It’s also a chance for you to show that you’re interested in what they have to say.

When you’re asking questions, make sure that they’re open-ended. That way, the lead has to give a more detailed answer than just yes or no.

And, don’t be afraid to keep the conversation going by asking follow-up questions. This shows that you’re interested and helps you learn more about the lead and their objections.

#6. Use names

Using someone’s name is a great way to build rapport and create a connection. It’s also a sign of respect.

So, make sure to use the lead’s name throughout the conversation. And, if you can’t remember their name, ask them to remind you.

#7. Mirror and match

Mirroring and matching is a technique that salespeople use to build rapport with a lead. Basically, you mimic the lead’s body language and tone.

For example, if the lead is crossing their arms, you may cross your arms as well. Or, if they’re speaking quickly, you may speak a bit more quickly as well.

The goal is to make the lead feel comfortable and to create a connection.

#8. Summarize what they say

Summarizing what the lead says shows that you’re listening and that you understand their needs.

For example, you might say something like, “So, you’re looking for a product that’s easy to use and has a lot of features.”

This gives the lead a chance to correct you if you misunderstood anything. It also allows you to add more information that may be relevant.

#9. Use affirmations

Affirmations are statements that you make to the lead that show that you understand their needs.

For example, you might say something like, “I know it’s important for you to find a product that’s easy to use.”

This helps to build rapport and trust with the lead, and it shows them that you’re interested and care about finding a solution for their needs.

#10. Take notes

Taking notes during the conversation shows that you’re interested and that you care about what the lead has to say. It also helps you remember important information later on.

So, make sure to take notes throughout the conversation. And, if you can’t write, try recording the conversation instead. Just make sure to get the lead’s permission first.

---

Pausing at strategic moments during a sales conversation can be an incredibly effective way to show interest, build rapport and make sure you’re really understanding what the lead is saying — all of which can help you close more deals.