"Silence is golden"—usually this is said right after your children leave the room and you finally have a moment of peace.
As much as that is a "funny" joke for parents, the concept of silence is a rare one in today's world. Are we ever "silent?" And when I say "silent," I don't mean staring at our phones for hours at a time.
In the context of sales, silence has another meaning. Silence is an opportunity to stop talking, be quiet, focus, and listen. Yes, I know this is a radical concept for those us that are gregarious, loud-mouth, salespeople.
How many times have you gone on an appointment with an account executive, expecting to hear your rep ask questions and then wait to hear the client's answers, only see them never stop talking! They are so excited to a) have an appointment and b) thrilled to "pitch" their product that they never take a moment to listen to what the client has to say. It's horrible, and it happens all the time. What a waste of new business appointment! How can you sell someone anything if you don't know or understand what they want to achieve? You can't.