Silence Isn't Awkward— It's A Powerful Tool
In this episode of the Sales Gravy Podcast, Keith Lubner, Sales Gravy Executive VP, and Jessica Stokes, Sales Gravy Master Sales Trainer, discuss strategies that leverage discomfort on sales calls to drive engaging conversations and achieve better outcomes. By intentionally using silence, sales professionals can prompt prospects to actively engage and lean into the conversation.

Preparation is key, and when executed correctly, this technique can inspire meaningful connections and foster a deeper understanding of customer needs. The goal is to strike a balance and avoid excessive discomfort, while still capturing attention and prompting thoughtful responses from your prospect. This approach can be effective in both in-person and phone sales meetings, as long as the sales professional is both intentional and well-prepared.


Leveraging discomfort can drive engaging sales conversations, lead to more successful sales interactions, and yield better outcomes.
Introducing discomfort helps reset the typical cadence of sales meetings. Creating a brief moment of silence by taking a sip of water or a beverage, for example, prompts prospects to fill the void with their thoughts and opinions.
Sales professionals should aim to actively engage prospects and encourage them to share their perspectives.
Meaningful connections are fostered when prospects are given the opportunity to actively participate in the conversation and a deeper understanding of customer needs can be achieved through this approach.
Preparation is key to confidently employ this strategy. Sales professionals should have a list of well-thought-out questions ready to guide the conversation.


Discomfort Is A Misunderstood Emotional Response
We've all experienced that awkward silence during a call with a prospect. When faced with uncomfortable situations, it can trigger fear or avoidance. As sales professionals, what do we tend to do?

We want to fill the silence, right? Because it's uncomfortable. Our heart races a little faster, and our amygdala kicks in. We start blurting things out, talking over the prospect, and never really getting what we need from them or triggering their self-disclosure loop. This is where the power of discomfort comes into play.
Use Silence To Your Advantage
In those moments of silence, it's important to let the silence marinate a bit. As a sales professional, you need to be intentional about allowing the silence to exist. Both you and the prospect feel the anxieties of filling the void, but you don't want to win the race of who talks first. You want to sit back, listen more, and let them do the talking.

In the virtual world, with technology lags and transmission delays, it becomes even more challenging. When you ask a question, there's a pause before they even hear it. If you start answering the question without realizing this, you're speaking over them. This is
Give Your Prospect A Chance To Respond
To leverage the power of discomfort in virtual meetings, try this simple trick:

Have a cup of coffee or a bottle of water with you. Ask a question, then take a sip of your drink. This prevents you from talking while giving the prospect time to answer. When you create a lag by pausing after asking a question, it prompts the other person to respond.
Reframe Your Question
However, it's important not to wait too long and make it uncomfortable. If they don't answer in a reasonable amount of time, you can fill the silence by reframing the question and clarifying what you meant. Taking another sip of water can also signal that you expect a response. This discomfort can be used in a positive way to encourage conversation.
What To Do If Reframing Doesn’t Work
Again, this is the art of having a conversation too. At that point, you're not going to ask the question and reframe it yet again. Instead, you can say something like, "Let's table that for now.