Strelka Institute for Media, Architecture and Design/Flickr Awkward silences can work to your benefit in salary negotiations, according to Melissa Dahl's book "Cringeworthy." Too many people make the mistake of talking too much — and sabotaging their own chances of success — when they're nervous. Media exec Joanna Coles has said she uses the awkward-silence strategy to win negotiations. Psychologists often talk about the supposed benefits of embracing discomfort.