Your voice in sales

A strong, engaging voice can have an impact on your ability to sell in the USA.

1. Enthusiasm - Start by waiting for the next time someone says, "How are you?" Instead of answering with a wan "good", try enthusiastically answering "terrific!" You will see the impact of using a more powerful word and enthusiasm. Then find a product, any product at all, that you really are enthusiastic about. It may be something you do not sell, but enjoy as a consumer. Pretend you would get a million dollars if you could sell this to someone. Act excited about it! If you aren't excited about it, your listeners won't be, either. Then act excited about the products you do sell. If you positively can't act excited about them, look for another job selling products you respect. Record yourself speaking with enthusiasm.

2. An authoritative voice comes from having authority or expertise in a subject. You should know a great deal about your company's products that you sell. You should know how they are made, how they work, their benefits over the competition, and what negative things are being said about them online, so you can develop responses.

You should also know a lot about psychology and sales. What sales strategies does the best salesman on your team use or recommend? If he or she does not reveal this, read every book you can find and attend workshops or seminars on sales strategies. You need to know what works and when to use it, whether you go for relationship-based selling, hard sales or a softer approach.

Pay attention to your use of filler words, such as "um" and "uh". We all use them sometimes; however, if used too much the speaker appears uncertain of his information. Instead, train yourself to use silence if you are not certain of the word to use.

3. Engaging voice - If your voice comes across as harsh, gravelly, or otherwise unpleasant, there could be many reasons for this. Start by going to an ear, nose and throat (ENT) physician who will look down your throat and see if there is a physical reason for a problem. If there isn't, find a corporate speech pathologist (www.corspan.org) or a traditional speech pathologist (www.asha.org) who specializes in voice issues, who can provide individual guidance. (Corporate speech pathology is a specialty focusing on communication in the workplace.)

4. A general lack of confidence in your product or your ability to sell the product can cause an overly-relaxed sounding voice.
In that case, you need to identify the reasons for this and set some small goals to increase your self-confidence. Sometimes a few sessions with a psychotherapist or psychologist can help.

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