After years of working in sales and marketing, I’ve noticed one major habit that many salespeople share: they love to talk. And not just a little, they talk a lot. Some salespeople can take up all the air in the room because they can’t stop talking.
Now, in some situations, controlling a conversation is a great skill. A good salesperson knows how to guide a discussion and keep the customer engaged. But here’s the problem: sometimes, talking too much can cost you the sale.
I’ve seen this happen repeatedly. Let me share a story that still makes me shake my head.
I once managed a very talented sales engineer who had one big flaw: he didn’t know when to stop talking. He would start a conversation with a potential customer, and if the customer said something like, “Yes, let’s do it. Put me down for an order,” that should have been his cue to celebrate and close the deal.
But instead, he kept talking.
Rather than sealing the deal and moving on, he would keep rambling about all the other great things our company offered. He thought he was giving the customer valuable information, but he was overwhelming them.
And guess what? About half the time, he talked so much that the customer started second-guessing their decision. Either he would bring up something the customer wasn’t sure about, forcing a delay, or make them feel like they needed to look at other options.
By the end of the conversation, they’d say, “Uh, we’ll get back to you.”
Just like that, the sale was gone.
I tried to help him. I told him to stop talking once he heard “yes.”
But he couldn’t resist. It was like watching a train wreck in slow motion. He had the sale—and then he lost it.
Know When To Stop
This lesson isn’t just for salespeople. The same thing happens in business meetings, presentations, and everyday conversations. Imagine you’re presenting a new project idea to your CEO and the board.
You’ve spent weeks perfecting your PowerPoint, creating 37 detailed slides. The big day arrives, and you start your presentation. A few slides in, your CEO flips through the deck and says, “This looks great—let’s go ahead with this.”
Boom. You’ve got approval, and your idea is a go. That should be the end of it.
But instead of stopping, you think, “Wait! I spent so much time on this! I need to show them everything.” So, you keep going, explaining every single slide in detail. You talk about data, graphics, and all the little extras you added.
And as you keep talking, you notice the CEO and board members checking their watches, looking bored, or even second-guessing their decision.
By the time you finish, their enthusiasm is gone. Some might even say, “Actually, let’s think about this a little more.” Just like that, your deal—the approval for your project—is in danger because you didn’t stop talking when you got the “yes.”
The Power Of Silence In Sales
Knowing when to stop is one of the most valuable skills in sales and business. When you hear “yes,” that means the job is done. It’s time to shut up and close the deal. The more you talk after that, the greater the risk of undoing all your hard work.
Here’s a simple but effective strategy: when a customer or decision-maker says “yes,” pause. Take a breath. Resist the urge to say more. If anything, say something like, “Great! Let’s get started.” Then move on to the next steps.
I’ve trained many executives and sales teams on this principle. Whenever someone got the sale, I’d tell them, “You have the sale—stop talking.”
The teams that followed this advice found they closed more deals, saved time, and had more efficient meetings. Instead of drowning people in information, they learned to communicate enough to get the desired result.
Less Is More
People in sales often think they need to impress customers with their knowledge. They want to prove their value by sharing as much information as possible. But here’s the truth: customers don’t always need more information.
Often, they need confidence in their decision. Once they decide to buy anything extra, doubt and hesitation can be created.
Think of it like ordering at a restaurant. You decide on the steak, and just as you place your order, the waiter tells you about the chicken, the fish, the pasta, the specials, and how the vegetables are locally sourced. Suddenly, you’re not sure anymore. Maybe you should look at the menu again. The waiter’s extra talking made you hesitate when you were ready to order.
The same thing happens in sales. Once the customer is ready to buy, extra talking can confuse them, make them doubt their choice, or even change their mind.
How To Apply This Lesson
If you’re in sales, leadership, or any role that involves persuasion, practice knowing when to stop. Here are a few quick tips:
- Recognize the “Yes” Moment – When a customer or decision-maker says “yes,” stop selling. The sale is done.
- Don’t Over-Explain – If someone agrees with you, avoid the urge to keep proving your point. You’ve already won them over.
- Embrace Silence—After you make the sale, let there be a moment of quiet. This signals confidence and keeps things moving forward.
- Wrap It Up Quickly – Once you have the agreement, transition to the following steps: paperwork, scheduling, or whatever comes next.
- Train Yourself to Listen More – The best salespeople know when to talk and when to listen. If you’re always talking, you might miss what the customer wants.
Final Thoughts
Sales isn’t just about talking, it’s about knowing when to stop. The most successful salespeople understand that once they hear “yes,” their job is done. Every word after that creates a risk.
The next time you’re closing a deal, leading a meeting, or pitching an idea, remember to stop talking when you get the sale. It could make all the difference between closing the deal and losing it.
