Help Them to INTERRUPT!
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We’re often helping a group—spouses, parents with kids, couples—who are making a decision about a purchase. There can be a lot of conversation and, if you actively watch and listen, you may observe and even influence the direction their decision is taking. But how do you handle it when one of the decision-makers is not sharing their opinion? We’ve all experienced situations when, because of that silence, no decision was made and they leave your store without making a purchase. Or when you step away for a moment you return to find that a decision was made without your input, and unfortunately may have been made based upon misinformation or a misunderstanding!
A best practice to get around this problem is to create an opportunity for the silent decider to interrupt. Interrupting is controversial, which leads some people to stay silent. But inviting interruption—giving them permission—gets around this social prohibition. For example, ask the silent decider:
- “I’d love to hear your thoughts. Do you feel the Protection Plan is right for you?”
- “I was wondering what questions you might be having about our Protection Plan?”
- “I’m interested in your opinion. What do you think about our Protection Plan?”
My favorite is the last one: I cannot tell you how often a customer replied “I don’t think you’ll like what I have to say.” But this is exactly what I want, a fair and open forum where I can address any concerns they have in front of the group, so that an informed decision can be made before they leave my store. Now at least my Protection Plan will be given a fair chance!
The next time you notice a silent member in the group, make the effort to have them join the conversation by inviting an interruption. You’ll improve the chance that you will…Make It Happen!
Quick read: During a sale a silent decision maker creates an situation that interferes with your ability to share your professional advice. A best practice is to invite interruption by politely asking for the silent customer’s opinion. This creates an open conversation where you can correct misunderstandings or misinformation about your Protection Plan.
Note: This selling tip was influenced by Gia Storms’ article “How Interruptions Can Make Meetings More Inclusive” (HBR, 24 March 2021).