Mastering Voice Training for Sales Success

Aug 7, 2024

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.