Sales Is a Conversation, Not a Performance
Despite the rush of technology, automation, and AI, some things just don’t change. To this day, the most powerful salespeople still rely on two ancient tools: a well-timed question and a moment of silence.
I really could wrap this up here, but I’ll explain it for you.
The more complex your sales process becomes, the more these two tools stand out.
Asking the right question — then saying nothing — creates space. That space is where trust, insight, and urgency live. If you’re not using silence strategically in your conversations, you might be doing more selling than helping.
Why Questions Outperform Pitches
Most salespeople focus on what to say next. Great ones focus on what to ask next.
Drawing from the Sandler Sales Method — a system I’ve taught and lived for decades — the goal isn’t to “convince” someone. It’s to help them uncover their own pain, priorities, and path forward.
“Prescription without diagnosis is malpractice.”
The best questions in sales are short, simple, and open-ended:
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“Can you tell me more about that?”
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“How long has that been an issue?”
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“What have you tried before?”
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“What happens if nothing changes?”
These aren’t interrogations. They’re invitations.
Silence Is a Signal
After you ask a strong question, do this:
Shut up.
Really. Try it.
Count to 5 in your head. Breathe. Nod. Wait.
Silence feels uncomfortable — but in sales, that discomfort is where truth surfaces.
People need space to think. To connect dots. To reveal the emotional layer beneath the surface facts.
The longer the pause, the more insight you’re likely to get.
Think of silence not as a void, but as a mirror: it reflects what your client is really feeling.
The Salesperson Who Talks Less, Closes More
I once coached a young rep who thought success meant having answers. He had slick slides, bulletproof rebuttals, and a high-energy pitch.
But he rarely hit quota.
We stripped it all back: no slides, no scripts. Just questions. Curiosity. And confidence in the pause.
That quarter, he doubled his numbers.
The truth? Your prospects are already telling themselves a story. Your job is to find it, not overwrite it.
Why This Works in Leadership, Too
This doesn’t stop at sales. Questions and silence are equally powerful when:
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Resolving team conflict
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Onboarding a new leader
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Handling a personal crisis
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Helping a CEO plan their next chapter
Whether in a boardroom or a sales call, people want to feel heard — not handled.
Try This in Your Next Conversation
Next time you’re tempted to fill the silence, pause. Let your question hang in the air.
Watch what happens.
You might just get the truth instead of the script.
Want to turn your next sales call or leadership meeting into a breakthrough? I teach leaders how to use questions and silence as their most effective tools. Let’s talk.
