From: alexhormozi
The way a salesperson communicates, specifically their conviction and tone, can significantly impact their performance, even allowing someone with strong belief to outperform a seasoned sales representative [02:33:00]. This focus on tone and conviction is part of a broader “Conviction Framework” designed to enhance sales processes [02:31:00].
The Importance of Tone: The Hidden Dialogue
Sales interactions involve two concurrent dialogues:
- Words (Logic): What is actually said, which appeals to the logical brain [06:08:00].
- Tone (Emotion): How something is said, which speaks to the emotional brain, the one responsible for making decisions [06:12:00].
How a statement is delivered can completely change its meaning, even for a single word. For example, saying “Alex?” with different intonations can convey vastly different messages [06:33:00]. Therefore, both words and tone are necessary for influencing prospects [07:00:00].
Seasoned sales professionals can consciously control their tone to raise their voice at the end of a statement to imply a question or lower their voice to convey importance [07:07:00].
The “Trick” to Tone Mastery: Genuine Conviction
Developing unconscious mastery of tone takes time [07:33:00]. A shortcut or “hack” for this is to cultivate true conviction in what is being sold [07:50:00]. If a salesperson genuinely believes in their product, their tone will naturally align in the correct way [07:53:00].
Conversely, if a salesperson loses belief in the product due to negative customer feedback or reviews, their tone will suffer, impacting their sales performance [08:02:00].
Example: Real Estate Sales Team
In one instance, a sales consultant observed a salesperson named John who was struggling to sell mortgage leads. When asked about the quality of the leads, John hesitated and spoke with uncertainty [08:56:00]. This revealed a lack of genuine belief in the product. If John truly believed the leads were excellent, his tone and words would convey enthusiasm, like stating he’s trying to get his family and himself certified to buy these leads because of their high value [09:07:00]. This highlights that what a salesperson says and how they say it are entirely different based on their belief [09:25:00].
Tactics to Cultivate Conviction and Positive Tone
To foster strong conviction and optimize tone within a sales team:
- Read Testimonials Daily: Read customer testimonials aloud in front of the sales team every day, especially fresh ones. This helps sales representatives feel the positive impact they are making, which is crucial given the daily challenges they face (e.g., rejections, rude customers) [20:01:00]. This directly feeds into the importance of proof and testimonials.
- Address Product Issues: Take ownership of any product or service shortcomings instead of blaming the customer. Continuously fixing and improving the product ensures that the sales team always knows it’s up to date [20:24:00]. This helps build trust in the product.
- Showcase Customer Support: If sales dip, bring the head of customer support to sales meetings. Allow them to explain the extensive efforts and positive experiences provided to customers. This reminds the sales team of the excellent post-sale support and reinforces belief in the overall service, making them eager to sell [20:41:00]. This also helps in amplifying positive statements.
By implementing these actions, sales teams can unconsciously correct their tone through genuine belief in the product [21:10:00].