Damian Johnson - “SERVING UP SALES” - Episode 8 - Using Your Voice
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If you’ve ever been in an argument with your significant other, you’ve probably figured out that the way you say something is often more important than what you say. We all have heard the saying it's not what you say but HOW you say it. Today we'll talk about tonality strategies, using your voice to influence!
Did you ever consider that the same principle applies to sales? It’s true; the tone of your voice might actually be jeopardizing your sales success.
Show Objectives - The Why
You may have put hundreds of hours into researching your market, learning your product, and crafting your pitch, but if you aren’t aware of what your voice conveys to your potential customers, all that effort may be for nothing.
While some scientists dispute the statistic that 93% of our communication is nonverbal, many agree that people are considerably less influenced by the actual words you use, and more influenced by the tone of your voice and your body language.
Key Issues - Owner Perspective:
Tonality refers to the way your voice sounds when you speak. Consider how many miscommunications happen because during text conversations or email exchanges. You can hear yourself say the words in your head as you type, but when the other person can’t hear the tone of your voice, your words are left up to interpretation. Most of the time, they are interpreted wrong.
While tonality can be influenced by your mood, your surroundings, and even your upbringing, you also have the opportunity to consciously control how your words come across. Think you already know how you sound? Record yourself during a mock sales pitch and then prepare to be surprised. You can also ask a few trusted friends or colleagues to listen and provide feedback. Chances are you don’t even realize how you’re coming across.
What You Need to Know - The What
Tonality is broken up into eight different patterns. Which one you use will depend on the relationship you’ve built with the other person, where they are in the sales process, and what you hope to gain in that moment of the conversation.
What You Need to Do - The How
Tonality in sales isn’t about picking one tone and sticking with it throughout the conversation. This monotony will have your prospect tuning out and possibly passing out from boredom. Varying your tone throughout the conversation will keep your potential customer engaged and hanging on your every word. Remember that you are having a conversation, not performing a monologue. While you are extremely excited about whatever it is you’re selling, your potential customer will likely be considerably less so. You may need to start out with “I care” or “I really want to know,” two of the calmer tones, before raising the excitement level in your tone. This way, you can meet them where they are at and then slowly ramp them up to where you want them to be.
While tonality and body language are two distinct aspects of communication, they can affect one another. Consider how you feel when you are slumped over in your chair, shoulders hunched, and head forward. Chances are you feel insecure, sad, or unenthusiastic.
Guess what, even if you’re talking to a prospect on the phone your posture and your emotional state will come across in your voice. They can’t see you, but you must still be aware of your body language. Before picking up the phone, sit up straight, do a few stretches, and get ready to portray the confident expert that you are.
Some people are born with the gift of perfect tonality. They naturally know just how to talk to people to achieve their goals. For the rest of us, it will take practice. By becoming aware of your tonality, you’ve already taken the first step to improving your business. It’s a learned skill that you can practice and eventually master.
Having over two decades in a successful sales career in the mortgage sector, Damian continues to pursue his passion in sales and people development.
Damian is also the Owner of Mandeville Ingleside LLC, whose mission is to develop and equip leaders, professionals, business owners and individuals who are able to build stronger teams that deliver demonstrated optimal performance and results.
Damian is passionate about equipping leaders and helping people to take action that will maximize their potential. His success and experience has allowed him to advance his reach, influence and impact by working with international organizations and teams who want to leverage their sales teams potential through in-person and virtual training programs across the Caribbean Islands (Trinidad, Barbados, Jamaica), Europe (U.K.), Africa (Liberia), and South America (Costa Rica). In a strategic pivot to expand his reach internationally, he is also a Radio Talent with the International Business Growth Network. You can connect with Damian on Facebook and Instagram via his handle @iamdamianjohnson
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