It’s not what you say, but how you say it.
Sales is all about communication. When you look at top-producers across every industry, communication skills are one of the few things that unites them all. To be able to take an idea and express it convincingly is the foundation of the craft.
We might think our pitches are the most essential part. If we can only pick the right combination of words they will act as a spell to win over any prospect. Pitches are incredibly important, but why can two salespeople say the exact same pitch word-for-word, yet one closes like a champion while the other can’t even keep someone on the phone?
It’s all in our non-verbal behavior, our tone, rhythm, and pausing. Let’s just review some speaking tips to be the most persuasive person possible.
1. Tone
No matter how enthusiastic you claim to be about a product or service, your tone will say a lot more about how you actually feel. Smile when you speak. It changes your tone and has a subliminal effect on the listener. A grin is contagious, and when it spreads to your listener, they’ll be much more receptive to what you have to say.
2. Rhythm
Don’t be monotone when you speak and make sure to diversify the sonics of your voice. Sometimes speak slow and quietly, other times speak quickly and passionately. When you create these peaks and valleys in your pitch, you prospect will be far more engaged. If you sound like Ben Stein, you’ll put them to sleep. Use inflection at crucial parts to make sure selling points stick.
3. Pausing
The sound of silence can be just as powerful as the sound of music. Composers know this and so should salespeople. Most of the time you have to stay talkative to advance the dialogue, but don’t be afraid to use the power of quiet to drive home a point and create emphasis.
It might initially seem awkward and difficult to focus on these three elements while trying to deliver a comprehensive pitch, potentially stretching your brain a bit thin. Be conscious of them, and slowly you can workshop your talking points to be persuasive enough to sell to anyone.
