Negotiation tactics – Why silence is golden

A few weeks ago I was chatting to a purchaser who worked in the automotive industry. The conversation drifted to the topic of negotiating and we began to compare countries and styles. The purchaser, a Norwegian, said half in jest but seriously enough, “You English cannot handle silence”. As a full-blooded Brit I can only agree. Many cultures, especially Scandinavians, are more comfortable with silence than others. But why is this? The impact of culture on how we communicate is certainly a factor. When I lived in Sweden I had the impression Swedes and Finns took a long time to thaw out and small talk consisted of a “Jaaaah”.  The English, on the other hand, feel uncomfortable with silence and will often fill the air with meaningless chatter.

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“A Finn and a Swede go into a sauna.  After 30 minutes the Swede says “It’s hot in here”.  The Finn replies “You Swedes – you talk too much.”

Why am I sharing this? If, like me, you’re from a culture where communication is direct, silence is a hard skill to master. But whether it’s a cultural norm, a question of personality, or even a trained skill, being comfortable with silence when negotiating is essential if you want to reach your goals.  When used in a subtle and careful manner, silence can reshape negotiations and extract surprising amounts of information while leaving your counterpart feeling they are in charge of the conversation.

Value added question + silence = insight

A good negotiator, no matter what nationality, will probably be assertive but charming, have good questioning skills, and handle pressure well. Questioning skills are a must – and here silence plays a role. Silence can prompt your counterpart to share more than they planned to – verbally or non-verbally.

Poor negotiators will often answer their own question: “What price were you thinking of? I was going to suggest something in the region of € 105 per unit.”. Poor negotiators do not ask enough value added questions – a value added question being one that makes the other party pause and consider, e.g. “How did you arrive at that figure?” “What are the consequences for your clients?” “How can we help you sell this concept inside your organisation?” Answering value added questions needs time. Use the silence to observe your partner.

You have the right to be silent

Let’s assume you have asked a good question and the other party is taking his/her time to answer. A few seconds is not a problem, but after ten it can become tense. Learn to look serene and confident, smile at the other party, look at your notes and scribble something. Stay connected to the other party with body language and eye contact. At some point the other party may buy time and say “I’ll get back to you.” Alternatively you can also suggest moving on to another point. But give silence a chance.

And if the roles are reversed you have the right to be silent. Do not shoot from the hip with a half-baked, badly thought through answer. Learn to be comfortable with silence. “I’m thinking this through”, “I’d like to explore this idea, give me a minute” or “I’ll get back to you.” will buy you time.

Learning to use silence in negotiations – the role of training and practice

Silence has to be practised and refined in training or coaching. Training helps you become aware of your relationship to silence; then develop the skills to use it subtly and effectively through role plays, real plays and critical incidents. Training goves you the opportunity to repeat situations and develop awareness, confidence and mechanisms for handling silence. You can practice asking the right questions, leaving room for the other party to develop a sensible answer, practice NOT shooting from the hip, and practice behavioural strategies that make the silence comfortable for both you and your opposite number.

And remember – when negotiating silence is not a threat; silence is golden.