Chapter Six: Voice Training to Close Sales Using Digital Recorders

Importance of Voice Training

• Only 5% of salespeople deliberately train their voices.
• Developing voice inflection and modulation is crucial for sales effectiveness.

Using Digital Recorders for Training

• Record presentations, handling objections, and closing sales.
• Listen to recordings to identify superfluous speech and monotone delivery.
• Recording live sales calls or roleplaying in a training environment is recommended.

Analysis of Recordings

• Evaluate if you would buy from yourself based on your presentation.
• Accept that the recorded voice is an accurate representation, despite minor distortions.

Voice Inflection and Meaning

• Voice inflection can change the meaning of a sentence.
• Example: “I did not say he stole the money” can convey eight different meanings based on inflection.
• Voice inflection is a learnable skill, achievable with 15 minutes of daily practice for 10 days.

Practicing Voice Inflection

• Use a digital recorder or smartphone to practice a sentence with different inflections.
• Aim to convey different meanings clearly, and have others test your inflections.
• Re-record sales presentations to notice improvements.

Handling Price Objections

• Price objections are common; use voice inflection to handle them effectively.
• Example: Mimicking the prospect’s statement “that price is ridiculous” as a question to challenge them.
• Ask questions to determine if price is the real objection or if there are other issues.
• Techniques from sales trainers like John Hammond can help identify the real objection.

Fear of Loss as a Motivator

• The fear of loss is often greater than the desire for gain.
• Emphasize the long-term benefits and quality of the product to counteract price objections.
• Use examples and stories to illustrate the difference between price and cost.

Cost vs. Price

• Explain the difference between initial price and long-term cost using relatable examples (e.g., buying a bicycle).
• Demonstrate how a higher initial price can lead to a lower overall cost.
• Use visual aids like a talking pad to make the concept clear to prospects.

Quality Over Price

• Convince prospects that quality justifies a higher price and leads to greater satisfaction.
• Use examples to show that people forget the price but remember poor quality.
• Emphasize that good things aren’t cheap and cheap things aren’t good.

Techniques for Different Sales Scenarios

• Use the “quality close” for low-ticket items by emphasizing the long-term benefits of quality.
• Adapt techniques to fit the product and the prospect’s concerns.

Handling Sophisticated Objections

• When prospects acknowledge that you have an answer for everything, focus on the product’s value rather than boasting.
• Lower your voice, make eye contact, and emphasize the product’s ability to solve their problem.

Trust and Credibility

• Establish trust through effective communication and follow-through.
• High performers maintain trust by assuming responsibility and demonstrating integrity.

Visual Aids and Clarification

• Use visual aids like pads for calculations to enhance understanding.
• Ensure prospects understand the offer to increase the likelihood of a sale.