| Hi, | | | | say something we can finish the sentence with: |
| In a number of issues of YSS I have talked about | | | | An upward voice intonation |
| the words you use in a sellingsituation, but that is | | | | An unchanged voice intonation |
| only part of the story. | | | | A downward / deeper voice intonation |
| It's not just the words you use but how you use | | | | Try it for yourself. Lets pick a sentence to say. " |
| them that makes a difference. | | | | You want to buy this " |
| And that reminds me of a joke. | | | | If you repeat that sentence and speak the last |
| You see there was this unfortunate man who | | | | two words in a higher pitched voice itsounds like |
| broke the law and went to prison. Hewas feeling | | | | you are asking a question. In fact there are |
| very scared his first night alone in his cell. | | | | languages ( e.g. Italian ) whereyou indicate you are |
| After the lights went out he heard one of the | | | | asking a question by the intonation of the |
| other inmates in a cell quite a long wayoff shout | | | | sentence. And guesswhat, these languages use |
| out "32". Then all the prisoners burst out laughing. | | | | that same higher-pitched voice tone to indicate a |
| When the laughtersubsided he heard another | | | | question isbeing asked. |
| inmate call out "66". Once again followed by a | | | | Next, say that sentence keeping your voice tone |
| burst oflaughter. This went on for some time | | | | constant. Different, isn't it. That toneis indicating |
| before they all fell to sleep. | | | | you are making a statement. |
| The man was intrigued by this behaviour. | | | | Finally, utter that same sentence again but say |
| The next morning during breakfast in the eating | | | | the last two words louder and deeper. |
| area the man gathered up his courageand spoke | | | | This is command tonality. This command tonality |
| to one of the older prisoners and asked him what | | | | is well utilised by hypnotists andcan, of course, be |
| was going on. | | | | used in hypnotic sales techniques too. |
| The older inmate said, "Many of us have been in | | | | How is this useful in selling ? |
| here for a long time. There's notmuch you can do | | | | Well, when you make a comment like " This |
| when the lights go out. So, to amuse ourselves | | | | product is the one you want". It has verylittle |
| we tell jokes. Butafter a while we all seemed to | | | | positive impact if you utter it with a question type |
| know all the jokes, so it became easier to just | | | | tonality. In fact, it sounds likeyou are asking a |
| give thejokes a number and just shout out the | | | | question and are not really sure if it's a good |
| number rather than taking all that time to tell | | | | product or the best oneto use. |
| thejoke." | | | | You have probably been told by your sales |
| Ahhh. Now it all made sense. | | | | manager or in a sales training course to bepositive |
| So, for the next few weeks, the man listened to | | | | when you are in a sales call and assume you are |
| the numbers and found out what | | | | going to make the sale. Thisspills over into your |
| jokecorresponded to what number and which | | | | tonality so that you make statements with a |
| numbers got the biggest laughs. | | | | statement tonality ora command tonality rather |
| Finally, one night he decided to join in. After about | | | | than using a questioning tonality. |
| five or six jokes had been told "bythe numbers". | | | | Mind you, you can use questioning tonality to your |
| He shouted out "22!" Nothing happened? Dead | | | | advantage. Say your customerstells you she is |
| silence. He thought thatmaybe the others didn't | | | | using Acme brand material ( your competitor ). If |
| hear him. So, he waited till a few more jokes | | | | you reply with "Youare using Acme brand?" with |
| were numberedand shouted out, as loud as he | | | | that upward inflexion in your voice, I can just |
| could, "66!" Again, just silence? This happened to | | | | aboutguarantee you that your client will ask |
| himabout five times. | | | | "What's wrong with Acme brand?". To whichyou |
| The next morning he just had to find out why no | | | | can just reply "Oh, nothing." They will, of course, |
| one laughed at his numbers. He wentto the old | | | | still be wondering what'swrong with that brand. |
| man again and asked him. "Why does no one | | | | Careful use of the command tonality can be very |
| laugh at my jokes?" | | | | effective in selling too but it's use istoo big a topic |
| The old man replied, "Ahhh, it's the way you tell | | | | to cover here in this eZine. |
| them." | | | | Let's talk about what you do with your body |
| On a serious note, the way you say something | | | | when you're presenting ideas to people. |
| has a big bearing on how that statementis | | | | Michael Grinder from the USA teaches about |
| perceived and reacted to. | | | | patterns of communication. He saysthere are two |
| Two studies that I know of have documented | | | | patterns namely Credible or Approachable. |
| non-verbal aspects of communication. | | | | The Credible Style of communication is best for |
| Bob Birdwhistle, ("Kinesics & Communication") | | | | sending information; to increaseimportance; to |
| and Albert Mehrabian both studiednon- verbal | | | | express vehemence. This Credible style uses the |
| communication and came up with the following | | | | downward intonationat the end of each sentence |
| assessment. ( Note | | | | ( or at least holding the tone constant ). In terms |
| Mehrabian has summarised his works and the | | | | of bodyposition this style is characterised by |
| work of some others in a book entitled | | | | stillness. The head is held still, the body isstraight, |
| "Silent Messages") | | | | the arms should be at the side or parallel to the |
| Communication is: | | | | ground with weight on bothfeet and toes pointed |
| 7% verbal, | | | | forward. |
| 38% tonal, | | | | The Approachable Style of communication is used |
| 55% physiological. | | | | when you are seeking information. |
| That is, only 7% of the message received when | | | | It uses a more rhythmic tempo with upward |
| you communicate with someonecomes from the | | | | voice intonation at the end of eachsentence. In |
| actual words you use. Whereas, 93% comes | | | | terms of physiology it is characterised by much |
| from your tone andactions. | | | | more movement. Thehead often bobs; the body |
| You make be doubting the validity of those | | | | leans forward; hand gestures abound; weight |
| figures and frankly I do too. However, Isure know | | | | often shiftingfrom foot to foot. |
| that when I was growing up that if my mother | | | | When you want to get your message across, and |
| shouted out "Gregory !!!!",it meant more than just | | | | have your best chance of beingbelieved, |
| my name. I knew I was in trouble for something. | | | | communicate using the Credible Style. |
| Similarly, think about some of the comedians you | | | | When seeking information and establishing rapport |
| know that stand up on stage andmake a living out | | | | use the Approachable Style. |
| of insulting people or making fun of them, yet | | | | Of course, like many other sales techniques, it |
| they rarely offendpeople. It's all in the tone they | | | | takes practice to master them. |
| use ! | | | | By the way, I just thought of another joke. 66. ( |
| Think about the intonation we use in uttering a | | | | Are you laughing?) |
| sentence. Basically, we have threechoices. As we | | | | Happy practicing. Here's to YourSalesSuccess. |