Voice that Sells: The Forgotten Art of Using Your Voice

A Journey Through Time

One fateful afternoon, I stumbled upon a recording of a very old sales program that struck me deeply. I was struck by the voice that came out of the speakers. It was a captivating blend of confidence that bordered on arrogance, yet it was absolutely enchanting; silky yet robust; delightful yet challenging. Although I've witnessed many sales trainings before, this voice was something else entirely. Those predecessors in sales had mastered an element that seems conspicuously absent today. Intrigued, I delved into what I like to call #TheForgottenArtOfSales

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As I explored the annals of sales history, a pattern emerged: the further back you go, the greater the emphasis on voice. The spoken word has lost its sheen with the introduction of contemporary communication technologies. Tony Adams, in his 1987 book "The Secret of Successful Sales Management," already highlighted the glaring absence of vocal training among salespeople. He identified four key areas to consider:

Tone

Pitch

Timing

Content and Grammar

Fast forward to the digital age, and while content and grammar have remained at the forefront, other crucial elements like tone, pitch, and timing have been largely ignored.

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The Untapped Potential of Your Voice

A deep, resonant voice exerts a natural attraction that commands attention and respect. Although not everyone is blessed with such a voice, training can close the gap. Sales professionals would do well to invest in improving these vocal qualities.

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Fluctuating pitch can make the difference between a monotone and a compelling sales pitch. The rhythm of your tone can change the emotional landscape of your audience and subtly alter the meaning of your words. Let's look at the basic examples from Tony Adams:

"It was John who walked to London (not Bill)."

"It was John who walked to London (he didn't take the train)."

"It was John who walked to London (not Birmingham)."

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Mastering the Nuances of Timing

It's not only the speed of your speech that matters, but also the tempo and rhythm that give emotional depth to your speech. Speaking too hastily can convey anxiety or lack of preparation, while speaking at a slow pace risks losing your audience's interest. To master timing, you must learn to strategically change your pace so that your words have a memorable impact.

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The combination of proper tone of voice, pitch and timing will allow you to dramatize your message and give it meaning. Your communication will stand out and be remembered. My own experience and the experience of my team have shown that just being aware of the quality of your voice, recording it and doing simple exercises to improve it can significantly improve the quality of your communications.

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Lessons from the Past

Historical literature provides a treasure trove of wisdom when it comes to vocal mastery. Phrases like "voice cultivation" and "correct modulation" were fundamental aspects of training. Companies sought experts to guide their sales teams in mastering "pitch, timbre, and loudness." Some vintage perspectives may seem antiquated, but the underlying message about the vital role of voice remains relevant.

?As one 19th century book on sales sagest:

"The voice can be trained to become so forceful that its very presence convinces the hearer. It can also adopt an even, matter-of-fact tone that implies honesty, causing the listener to unconsciously agree. Moreover, a softly modulated voice can soothe the listener's resistance."

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Conclusion

In this digitally saturated era, it's paradoxical how we've forgotten the most organic form of human communication—the voice. History offers us a robust legacy of vocal training in sales, a legacy begging to be reintegrated into today's methods. Whether you're making a boardroom presentation or engaging with a potential customer, your voice can either be your greatest asset or your Achilles' heel.

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#artofsales #theforgottenartofsales