Dead Air Definition:

Dead air by definition, is a period of silence during a conversation between a representative and a prospect/customer. It’s present in both, Sales and Support conversations.

Why does this occur?

There can be multiple reasons for Dead air in conversations like connectivity issues, lack of knowledge, handling multiple customersat once, communication gap or in the worst-case scenario, pure negligence.

From a Sales perspective when a prospect experiences a long delay in response to his / her questions or objections, an Inside sales Team already has lost half the battle.

Similarly from a Customer Service point of view call holding is also very catastrophic. Many small teams, especially in Startups, have the same people acting for both the Sales and Customer Service functions so understanding Dead Air’s behavior is important.

In this data-driven article, we are analyzing some differences between Sales and Customer Service from Dead Air point of view.

Dead air in Sales v/s Support

We analyzed 1929 support and 1067 sales conversations representing a random sample from thousands of conversations

We divided normalized dead air into three buckets low, medium and high.(Dead Air Normalisation means we are dividing dead air by total duration of the conversation).

We got the most obvious results i.e, support calls had longer dead air.

It’s obvious that Support conversations will have a higher dead air, given the nature of the calls. However, such a high percentage of dead air was surprising. Hence, we decided to write this article to educate as many folks as we can.

The Sales conversations that we analyzed were mostly product demo calls. Initial setup and issues in connectivity are one of the reasons for large counts of Dead Air in Sales.

In terms of average interaction switches in conversations, we found that support conversations rank lower. It’s evident that in support conversations the interaction switches are lower but there may be long monologues from both Rep and Customer.

Typically a Sales playbook or Customer Service script does not do proper justice for handling such things and a hand holding method using good coaching/feedback is required. We at are in a continuous quest to help Sales Development Representative and Account Executives using our expertise in Sales and Machine Learning.

Although it’s pretty obvious that dead air in terms of duration will be higher in support conversations since the nature of the calls is different. However, it’s crucial to take note of how dead air is significantly present in sales conversations and with the right coaching and feedback can be reduced drastically.

The recent advancements in Conversation Intelligence has made it easier to identify patterns in conversations. Sales & Support Leaders can use it to identify which of their reps require behavioral change in order to avoid unusual amounts of dead air which is detrimental to the rapport-building process.

Talk to us if you’d like to identify similar patterns in your Sales & Support conversations.