When Do You Say Stop in a Deal? – Understanding Customer Silence

Jens P Edgren
4 days ago
3 min read

Customer Silence & MEDDICC Sales

Professional B2B sales illustration showing a salesperson managing customer silence with charts, checklists, and handshake, promoting MEDDICC method to protect time and qualify opportunities. — *Managing customer silence effectively with the MEDDICC method helps B2B salespeople protect time, qualify opportunities, and drive deals forward.*

Have you been there?

You’ve answered questions.

Prepared proposals.

Made revisions.

Held more meetings.

Maybe you even let the customer test your product or service.

And still… nothing happens.

The deal is stuck. You want to win, but you don’t know how much more time and energy to invest.And maybe a quiet frustration starts to creep in:

“Am I being taken advantage of?”

If you recognize this—or know you will end up here sooner or later—this post is for you.

Tip #1: No matter how big the deal is, handling customer silence efficiently protects your time and resources.

No matter how big the deal is, your time is your most valuable resource.Every hour you invest here is an hour you are not investing elsewhere.Often, that same time could generate far better results in a different opportunity.

Protecting your time isn’t being rude—it’s being strategic.

Tip #2: Creating a checklist helps clarify needs and reduce customer silence throughout the sales process.

Write down everything the customer has told you they need. Go through it point by point:

✅ What is already fulfilled?
✅ What is missing?
✅ What needs clarification?

This creates clarity for both you and the customer, ensuring nothing is left ambiguous.

Tip #3: Structure the Decision Process

Book a meeting and organize the discussion around the customer’s decision-making process:

Review the requirements and needs as you understand them.
Confirm what is completed and what remains.
Agree on a clear timeline.

Then, calmly and professionally, say:

“At this point, we’ve done everything we can.We’ve used our best resources and capabilities to show how we can help you reach the goals you described.The next step is yours—to decide and say, ‘Let’s move forward.’Until then, there’s not much more we can add.”

This isn’t saying no. It is showing value—and integrity.

Integrity and Time Are Your Most Important Resources

Sales is not just about closing. It’s about knowing where your effort matters most.

Here’s what often happens:

The customer replies:

“We understand. That sounds reasonable. Let’s move forward with you.”

Or:

“Not right now—let’s reconnect later.”

Either way, you know where you stand. The opportunity is either qualified—or it isn’t.

Now you can focus your energy where it actually makes a difference. That’s your job.

Final Thoughts

Knowing when to say “stop” isn’t giving up—it’s protecting your time, showing value, and maintaining integrity.

Customer silence is rarely a “no.” It signals that the deal hasn’t been made relevant, personal, or urgent enough.

Use these steps, and you’ll find that deals either move forward efficiently, or you free yourself to pursue opportunities that truly matter.

Jens Edgren

MEDDICC Coach & Sales Expert

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