A pause can be a powerful signal to your prospect that this is a safe place. It provides them an opportunity to reflect, absorb, and/or interject. However, too much or too little risks deals.
There is a sweet spot according Dixon and McKenna’s new book, The Jolt Effect. If there’s too much silence, that’s dead air. If there’s too little silence, it’s likely the rep can’t shut up.
The sweet spot is between 8% and 17%
Less than 8% is too little silence – not enough breaks/pause in the conversation. This could be chaotic and confusing for a prospect. Or the prospect is annoyed from an over-talkative rep. Perhaps both.
If the silence gets into the 30% range, that’s dead air – not enough knowledge, guidance, leadership from the rep. The awkward silence instills doubt. The prospect will feel they are not in good hands.
In my book, Feel Good About Selling, I provide some practical tips that keeps the “pause ratio” in check. One is the 2 second pause – which allows a prospect a moment to jump in. Another is the 4-second strategic pause when I can see a prospect is noodling on something.
I hope this helps!