Intuitively, sellers want to avoid uncomfortable silence on sales calls.

It can feel like dead air equals lost opportunity. Naturally, you want to fill that space with explanations, clarification — anything to make the moment feel less awkward.

But there’s actually one point in a sales process where you should embrace that silence. It’s after you respond to their request about the pricing of your product or solution.

The Moment of Truth: When the Price is Out There

Here’s what I’m talking about and why if you don’t shut up, you could lose the deal.

Prospect: “Can you provide a summary of pricing for the solution?”

You: “Sure, it’s typically structured as X/Y/Z”

Silence … 

Awkward silence. A few seconds stretch on like an eternity.

Who’s going to blink first?

The Pressure to Speak First: Why It’s Your Worst Instinct

At this point, you might start to panic. A lot of sellers do.

You get nervous that they think it’s too high. You get nervous that it’s not what was budgeted for. You really get nervous that you haven’t shown enough value (YET).

The best move is to get comfortable with some uncomfortable silence.

Don’t speak first. Don’t feel the need to justify why price is what it is.

Don’t start offering excuses. Don’t assume this price won’t work. Don’t start discounting.

Just sit on it.

Why Silence Works

The reason staying silent works here is simple: anything you say at this point is you negotiating with yourself.

But with silence, you’re communicating confidence. You’re telling the prospect, without saying a word, that your solution is worth every penny. 

If you rush to fill the gap, you risk signaling doubt. Instead, stay quiet and let them react first.

Then what?

Eventually the prospect will respond.

Their response will tell you exactly what you need to know:

If they OK the price, you’re golden.

If they say the price is too high, now you have a clearer path to navigate — on your terms, not because you panicked and caved.

If they don’t, your response should be to get to your next phase of your conversation, i.e., move on from pricing.
Otherwise you’re starting any potential negotiations on the back foot.