You’ve just said your price.
You’ve walked them through the program.
You’ve asked the question:
“Would you like to move forward?”
And now…
Silence.
This is the part where most coaches sabotage the entire sale… without realizing it.
Because silence makes people uncomfortable. So what do they do?
They start talking again.
They fill the gap with justifications:
“I know it’s a big investment…”
“You don’t have to decide now…”
“We can always follow up next week…”
Here’s what’s actually happening in that moment…
Your buyer’s brain is processing.
(No, they’re not disengaging. They’re just running the numbers in their head and weighing the value.)
The silence is buying behaviour.
They’re running the internal dialogue they don’t say out loud:
Can I really do this?
Is this finally the thing that’s going to get me out of this cycle?
Do I trust myself enough to say yes?
So when you talk over it, you interrupt the most important internal conversation they’re having.
And you get to let them sit in the power of the decision.
Most coaches talk themselves right out of a sale in this exact moment.
They soften the offer.
They discount their own value.
They give them an out before the buyer ever asked for one.
Don’t. Hold the silence.
Let it be awkward if it needs to be.
Because if you truly believe in your offer… and if you know it can change the trajectory of their business, then your job in that moment isn’t to convince.
It’s to stay grounded.
So they can feel like it is a sound decision.
And if they speak first? Great.
That means they’re ready to move.
If they ask a question, you answer it simply.
If they hesitate, you meet them with compassion.
Don’t talk over the sale.
You already made it.
Now give it a moment to land. 🙂
