Publishers and salespeople naturally welcome conversation. When we’re handling objections and closing opportunities, speaking, most times, works best.

Jay Rockey knew this as well as anyone. Mr. Rockey was PR Director of the 1962 World’s Fair in Seattle before the World’s Fair had a brand. He later founded Rockey Company Public Relations, where I was fortunate to intern. Mr. Rockey was known for his “Gift of Gab,” which is surely an attribute in our field.

Are there times when silence works better than gab? Here are six possibilities.

The Pregnant Pause: In a conversation with a prospect, we ask questions. As our prospects ae collecting their thoughts, silence can do our work for us.

The Step Back: Consultative selling takes consideration. Many times, even as part of a challenger sale, it is critical to understand what prospects are thinking before we require one solution or another.

The Understatement: CRMs and traditional conversations allow us to exaggerate the likelihood that a deal will close. An understatement can later attest to our effectiveness much more efficiently.

The Recall: If a deal doesn’t close, a prospect can be given time to remember you with respect. This puts you at an advantage later.

The Close: Sometimes, we can assume that a deal has closed, and let the prospect come to the same conclusion. Counterintuitively, at these times, silence can be most lucrative.

The Retrospection: Real improvement can take place a salesperson (or a sales manager) considers deals that closed and those that didn’t. We may not improve when we don’t consider the past quietly.

We know that Mr. Rockey’s Gift of Gab wins most often. But there are times when silence makes more sense. Silence can inform what we say and ultimately allow us to sell more effectively.