I sat down at the customer’s table and started my pitch.

She asked me to quote the exterior windows, doors, frames and garage doors. Most surfaces were peeling and required a lot of preparation work.

This was the biggest job I had ever estimated.

I began with the price.

“With all tax included this job will cost $5300,” I said.

The customer said nothing. I watched her eyes move to the top of the proposal, signaling me to continue.

“First, let me tell you what I included in the price,” I said.

I read through the proposal just like I learned in all my College Pro training sessions.

I explained the scraping, sanding and caulking process. I listed the customer’s specific needs and explained how my painting service could achieve them.

As we spoke, I paused to confirm that the proposal included exactly what she was looking for.

The customer had a few follow-up questions and I answered them confidently.

At the end of the proposal, I asked the million-dollar question:

“Can we go ahead with the work and book you in for the summer?”

The customer looked down at the proposal and then looked back at me. She didn’t say anything for the first few minutes.

In the back of my head, I was telling myself to say something, because the silence was awkward.

I wanted to relieve the tension, but I stopped myself.

“Is this your best price?” She asked?

“Yes.” I said.

More silence. I waited patiently for her to say something.

“Yes, we will go ahead with the work.” She said.

I breathed a sigh of relief. My College Pro general manager was right. After you ask a customer if they want to book the work, it is important to stay silent and wait for a response.

People need time to think and it’s important to give appropriate space for them to make the decision.

When pitching a College Pro proposal, remember that silence really can be golden.


Related: How to Get Over Being Nervous in Sales


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