Collection: Sales - #6 Zig Ziglar 'DISCOVER the Power of Tonality in Sales'



[Transcript]

(Note: It is recommended to watch the video for this episode)

ZIG ZIGLAR 00:00

Beyond any reasonable doubt, if you're going to build your sales career to the fullest, you've got to do something that 95 percent of all sales people never do. They never deliberately train themselves on how to use their voices more effectively. They don't do any work toward developing voice inflection and voice modulation.


The very first thing I would recommend you do is record your sales presentation. Start recording from the beginning of the conversation all the way through how you manage objections and to close the sale. Then listen several times to what you have said and the way you have said it.


You're going to be amazed to discover that your effectiveness notwithstanding much of what you say is superfluous. In other words, you talk too much and you often speak in a monotone. You will be shocked at the non-answers, you give to questions and objections. And the number of times you heard what the prospect said, but missed what he was saying.


When you listen back to your presentation, ask yourself; Would I buy from that person?


I will give you just one example of how you can use your voice effectively in a sales presentation. Although I must point out that your voice is critical in all parts of the presentation.


Here, I am going to talk about the close when you have asked for the order and you get a price question and I am sure that every salesperson watching the sales lesson as at one time or another encountered a price objection.


Well, when your prospect says that price is too high or that is more than we were prepared to pay or that much is not in our budget. You can repeat almost verbatim what the prospects said, but make your voice inflection and the sentence up high so that it sounds like a question.


The price is too high? That is more than you are prepared to pay?


The voice inflection is important here because you're creating a situation that forces him to defend his statement instead of you justifying the price, that's quite a difference. One puts you on the defense and the other puts you on the offense. The difference is substantial.


This is a simple technique but it's not easy. It will help you to clearly understand the prospects objection. Is it really price? Or is it something else?


To apply this information today, I want to strongly encourage you to record your presentation and listen back to it. That will be one of the most critical things you can do to help yourself moved to the next level of success in your sales career.


Secondly, practice saying this next sentence with emphasis placed on different words to make the sentence of a different meaning.


The sentence; "I did not say he stole her money." Say it with no inflation, it comes across as a statement of fact. However, it can have different meanings by changing your voice inflection.


For example;

  • "I did not say, he stole her money" implies that statement was said but by someone else.

  • "I. Did. Not. Say. He stole her money," is a vigorous denial that you said it.

  • "I did not 'say' he stole her money," hence that you might have implied it but you didn't say it.

  • "I did not say, he, stole her money," implies that someone other than the accused stole the money.

  • "I did not say he stole, her money," maybe he borrowed it, but certainly didn't steal it.

  • "I did not say he stole 'her' money," hence that you got the wrong victim, it was someone else's money that this thief stole.

  • "I did not say he stole her 'money'," suggest that he might have stolen something, but certainly not her money.


They are the same words, but with an educated change in your voice inflection, you can make those eight words say eight different things.


Practicing the sentence with different emphases places on different words will help you train your voice to have more inflection, which makes you more interesting to listen to and helps you to communicate more effectively.


(Source: https://youtu.be/4xHNd_MNRJ0)

 

[YAPSS Takeaway]

Different emphases places on different words can change the meaning of a sentence.