When You Speak, It Means Something...

Imagine unlocking the one key that turns every sales conversation into a genuine connection—effortlessly winning over even the toughest prospects. This single concept can be the deciding factor between a conversation that fizzles out and one that closes the deal. It’s subtle, often overlooked, but incredibly powerful. Mastering it will forever change the way you engage in sales, setting you apart as someone who doesn’t just pitch but resonates

Here it is: When you say something, it means something. But when they say something, it means everything.

Let me explain.

In sales, we often feel like we need to do the heavy lifting—convince, explain, persuade. We think if we can just say the right words, hit the right talking points, or present the perfect solution, we’ll close the deal. But here’s the truth: the more you talk, the less they’re invested. And the more they talk, the closer they are to buying.

Why?

Because when your prospect speaks, they’re claiming ownership of the conversation. They’re revealing their real problems, their frustrations, and their desires. They’re the ones who are putting their cards on the table, and when they do that, something powerful happens—they start to convince themselves.

Think about it: Have you ever had a moment where you weren’t sure about something, but as soon as you talked it through, the solution became clear? That’s exactly what happens when your prospects are allowed to speak openly. The more they talk about their problems, the more real those problems become. And the more real the problems, the more urgent it feels for them to solve them.

Your job isn’t to push your solution—it’s to create the space for them to talk themselves into it.

The best closers are the best listeners. They ask the right questions, stay curious, and get their prospects to do most of the talking. Because when a prospect is talking, they’re not just telling you their problems—they’re reaffirming to themselves why they need help. They’re stepping into ownership of the situation. And that’s when real breakthroughs happen.

When you say something, it’s important. You’re framing the conversation. You’re guiding them. But when they speak, it’s everything. That’s where the magic is.

So, how do you do this?

1. Ask open-ended questions: Instead of leading with statements, lead with questions that invite them to open up. Not simple yes/no questions, but ones that get them thinking. “What’s been the biggest challenge for you lately?” or “How is this issue impacting your day-to-day life?” These kinds of questions encourage your prospects to go deeper.

2. Let the silence do the work: When they finish speaking, resist the urge to fill the silence with your own words. Give them the space to reflect. Often, people will keep talking just to avoid the awkward silence—and that’s when you get to the gold. That’s when the real problems come to the surface.

3. Mirror their language: Listen closely to the words they use to describe their problems. Mirror those same words back to them when appropriate. This shows that you’re really listening, and it keeps the conversation centred on their reality, not yours.

4. Be genuinely curious: The best salespeople are the ones who are more interested in why their prospect has a problem than in rushing to offer a solution. Curiosity creates a connection. Connection creates trust. And trust? That’s the foundation of every closed deal.

Here’s the kicker: when your prospect says something, they’re not just giving you information. They’re revealing the emotional weight behind their challenges. They’re telling you what’s really driving their decisions. And when they feel understood, when they hear themselves articulating their own pain points, they begin to see the value in solving them.

It’s no longer about you pushing your product or service. It’s about them realizing they need the solution you offer.

So next time you’re on a call or in a meeting, remember this: the more they talk, the closer you are to closing. Create space for them to tell their story. Ask the right questions. Let them feel heard. Because when they speak, it’s everything.

To your listening, learning, and closing,

Kayvon Kay