In our last Tip of the Month, we talked about the value of using silence in a research meeting as a questioning technique. Using silence between our questions instead of asking our questions in a rapid-fire way, allows us to convey that we are an involved and thoughtful interviewer. It shows that we truly care about the customer's answer, and that we factor those answers into our subsequent questions.

Another way to use silence is as a listening tactic. In this case, the key is to pause after a contact answers one of our questions. We can look down at our notes and pause for a few seconds to reflect on the answers given us. This isn't necessarily easy to do. As sales people, we are (or feel we are) expected to know the next question immediately. We put pressure on ourselves to be ready with the next question rather than appear to be stumped.

This pressure is self-imposed. Instead of firing off the next question, pause and consider their last answer. This can have another benefit. It can invite the contact to add to their answer, and as we say, "The golden rule of silence is this - someone will fill it." Let the customer fill the silence and remember, "The best answer to a question is the second one." Use silence as a research meeting tactic, and let the contact take your knowledge to the next level.