What is the STFU technique Robin Waite talks about?

It's a reminder to stay silent at the critical moments in a sales conversation. Robin says the silence gives prospects time to process the offer and weigh its value. As he puts it, if you just shut your mouth, people will often work it through themselves.

What does an espresso machine offer mean for my business?

It's your high-ticket, premium option for the client who wants the full experience. Robin took the idea from the premium product upsell at Starbucks. Only a few clients might take it, but having it on the menu can bring in a lot more revenue and position your business as high-value.

What conversion rate should I be aiming for?

Robin recommends aiming for about 20-35%, so hearing no is part of a healthy sales process. He treats a no as a sign you're aiming high enough with your pricing, and he celebrates it just as much as a yes. If you're getting too many yeses, you might be undercharging.

How can I get better at handling objections?

Practice. Robin says sales is a muscle you build the same way you would at the gym. Role-play objections in a low-pressure setting so you're sharp when the real deal comes along. He also records all his sales calls and reviews his body language, pacing and word choice to catch what he missed.

podcast ·Jan 30, 2025

Mastering Silence and the "Espresso Machine" Strategy with Robin Waite

by Drewbie Wilson

In Episode 57 of Call The Damn Leads, host Drewbie Wilson sits down with Robin Waite, a business coach, author, and expert in pricing strategy. Robin shares his thinking on sales psychology, using silence as a tool, and how to structure premium offers to maximize revenue. Known for his direct approach, Robin walks us through how he helps business owners package their services, confidently price their offerings, and use creative techniques to close bigger deals.

Key Takeaways

Put your services in a brochure with optional add-ons so clients can upsell themselves.
Once you've made the offer, stay quiet and give the prospect time to process it. Robin's mentor held 22 minutes of silence on a £9 million deal.
Give your business an espresso machine: a high-ticket premium option for the client who wants the full experience.
Move from hourly billing to value-based packages built around the outcomes you deliver.
Aim for a conversion rate of about 20-35%. If you're getting too many yeses, you might be undercharging.

This episode has practical advice for refining your sales process and bringing in high-value clients.

Key Takeaways

The Accidental Upsell: Productizing Your Services
Robin shares how he turned a simple one-day branding workshop into a high-revenue, productized service. By packaging services in a structured brochure with optional add-ons, he allowed clients to "upsell themselves." This simple tweak resulted in more revenue with minimal extra work.

The Power of Silence (STFU Technique)
One of Robin’s best lessons is the “STFU” technique, a reminder to stay silent during critical moments in a sales conversation. Robin explains that silence gives prospects time to process the offer and consider its value. He recounts a story where his mentor held 22 minutes of silence, ultimately leading to a £9 million deal. The lesson? Silence can help clients talk themselves into a purchase.

Understanding Decision-Making Modalities
Robin explains the three stages people go through when making decisions: Feeling (the gut reaction), Thinking (the analytical phase), and Knowing (the final decision). By recognizing these stages, sales professionals can allow clients the time to move through each phase naturally, leading to a confident yes.

The "Espresso Machine" Strategy
Robin introduces the "espresso machine" concept, inspired by Starbucks' premium product upsell. He encourages every business to have a high-ticket, premium option for clients who want the "full experience." Even if only a few clients take it, this premium offer can significantly boost revenue and position your business as high-value.

Pricing Confidence and Value-Based Selling
For service providers, confidence in pricing is essential. Robin works with clients to shift from hourly billing to value-based packages, focused on outcomes. That helps service providers earn more and builds stronger client relationships.

Embracing "No" as Part of the Process
Robin says to aim for a conversion rate of about 20-35%, which means that hearing “no” should be part of a healthy sales process. He encourages salespeople to see rejection as a sign they’re aiming high enough with their pricing. If you’re getting too many yeses, you might be undercharging!

Memorable Quotes

“If you just shut your mouth, people will often work it through themselves.” – Robin Waite

“Sales is a muscle. If you want to get good at it, you have to practice it just like you would at the gym.” – Robin Waite

“Every business should have their equivalent of an espresso machine—something premium for the right client who’s ready for a bigger investment.” – Robin Waite

“When clients say ‘no,’ I celebrate just as much as when they say ‘yes.’ It’s all part of the process.” – Robin Waite

Connect with Robin Waite

Want to learn more from Robin? Here’s where you can find him:

Website: https://fearless.biz – Discover Robin’s coaching programs, resources, and services.
Free Book Offer: Robin is offering Call The Damn Leads listeners a signed copy of his book Take Your Shot! Go to https://fearless.biz/tys to claim your free copy (postage optional).
YouTube Channel: https://www.youtube.com/user/RobinMWaite – Check out Robin’s videos for more insights on sales and pricing.
LinkedIn: https://www.linkedin.com/in/robinwaite/ – Connect with Robin on LinkedIn for updates and insights.

Actionable Tips from Robin

Role-Playing for Sales Practice
Robin recommends role-playing to improve objection handling and boost sales confidence. Practicing in a low-pressure environment helps you sharpen your skills, so you’re ready when the real deal comes along.
Record and Review Your Sales Calls
Robin records all of his sales calls and reviews them to assess his body language, pacing, and choice of words. This helps him continually improve and catch anything he might have missed in the moment.
Be Ready to Walk Away
Part of having confidence in your pricing and offer is being willing to walk away if a client isn’t the right fit. Not every lead is your ideal client, and being selective allows you to focus on high-value opportunities.

Call The Damn Leads

“By sales professionals, for sales professionals.” Each week, Drewbie Wilson, a sales vet with 20+ years in the game, brings you humor, real-world stories, and strategies to help you excel in your sales career.

Expect a wild mix of:

Real Sales Stories: Tales that entertain and inspire
Proven Tactics: Practical tips for boosting your sales game
Humor and Energy: Fun takes on the ups and downs of sales life
Expert Advice: Learn from seasoned pros across different fields

Whether you’re in sales, an entrepreneur, or just looking to grow your business skills, don’t miss these lessons and stories. Want to be a guest? Pitch your story here!

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