No is the second best word in sales. The worst is thing is a no preceded by a whole bunch of put-offs. When the prospect gets stuck or goes silent on you the best strategy is to go for a no, the video explains the wording but the strategy is to gently and respectfully suggest to the prospect that since we are not moving forward, they must have decided that it is over and therefore you are closing the file. If you are committed to getting either moving forward or getting a no at this time then you are happy either way. You have one less person who wasn’t going to buy to follow up with or you have moved the prospect forward. The side benefit is that you have a healthier more accurate pipeline. To make the technique work you have to be willing to let go of a prospect you might previously had high hopes for.