This article is an excerpt from the Shortform book guide to "Way of the Wolf" by Jordan Belfort. Shortform has the world's best summaries and analyses of books you should be reading.
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How can you use a sales voice to convince a prospective buyer to purchase your product? Can a sales voice really be so powerful that you could get people to buy stuff they shouldn’t?
Different scenarios call for different tones of voice. If you know what sales voice to use and when, your sales output will move through the roof.
Below you will read about the ten strategies you can use to create a successful sales voice.
Creating a Successful Sales Voice
Different scenarios call for different tones of voice. If you know what tone to take and when, your sales output will move through the roof.
The Top 10 Strategies
(A quick warning before beginning: Once you master this system, it’s possible to use your sales voice to get people to buy stuff they shouldn’t. Don’t abuse the strategy!)
1. Use a Tone That Suggests “I Care”
A sales voice that is upbeat and sympathetic makes the prospect feel like you both already know them and have their best interests at heart. Use this at the beginning of the call to suggest a familiarity and then come back to it when a prospect brings up their concerns. Think about a prospect answering the phone—start upbeat and caring: “Hi Sophie! I hope you’re doing well today.”
2. Use Declarative Statements but Phrase Them as Questions
This helps prospects feel in the loop, and can be as simple as saying your own name or company name: “I’m Roger Ward? From Adonis Autos? In Detroit? How are you?” This is actually asking, “you’ve heard of me, right?” This will make the prospect feel like they should know you. Use this sales voice right at the beginning of the call as well to develop familiarity.
3. Create “Mystery and Intrigue” About the Product
Lower your voice to make a prospect think she’s in on a secret. You’ll use this as you begin to pitch your product—talk about a deal that’s new and exciting like, “We have something really good for you today, I haven’t seen a deal like this since I’ve been working here.”
4. Build Up the Concept of Scarcity
Lowering your voice, tell the prospect in an urgent tone that they have to act now. This is an attempt to make the prospect start thinking about a decision now. There are three types of scarcity:
- Verbal scarcity is created only through words. “We only have one of this model left!” This sales voice creates urgency and a wish to buy now. Creating urgency can always help you get a better sense of what the prospect is thinking. She’ll be more likely to respond if she feels a time pressure to do so.
- Tonal scarcity is lowering your voice and putting some power behind it. You should layer this with verbal scarcity to drive the prospect to action even more.
- Informational scarcity is the idea that even the info you’re giving out is scarce. That no one else knows that there’s only one left.
5. Speak With Certainty
Talking firmly, make it clear that you’re totally sure that your product is perfect: “This car is a top of the line model.”
6. Convey Integrity
This is a calm, sincere sales tone that lets the prospect know they can trust you. You’re on the side of the prospect: “I want to put you in a vehicle that makes you happy and that has everything you need for your family.”
7. Embody a “Reasonable Man”
Say something like “got a minute?” and raise your voice upwards at the end of the sentence. This is conveying that you’re not asking for too much, you’re reasonable, as are they, and they will feel much more comfortable agreeing. This will often take the form of a question. At the end of your pitch, say something with the Reasonable Man tone like “fair enough?” This conveys a similar sense—if you’re reasonable, and you’re certain and sincere, why wouldn’t what you’re pitching be “fair enough?”
8. Ask Hypothetical Questions
This is a form of the “Reasonable Man” tone. Use this sales tone when or if the prospect raises objections. Ask about the hypothetical of the idea, which makes it academic rather than personal to the prospect or his finances: “If money weren’t an object, does this product seem like a good one that would meet your needs?”
9. Imply Obviousness
This sales tone implies that it’s obvious that the idea is a winner to the prospect. Towards the end of the first round of the sale, attempt to convince the prospect that it’s obvious the product will be good for them. Say something like, “You’ll love this car, but I want to talk about the long term.”
10. Empathize With Their Pain
You’re understanding and empathetic while trying to figure out where your prospect’s pain is and what he needs. Ask questions about what their issues with committing right now are. This will help you figure out where their three tens are at, as well as what their action and pain thresholds are so that you can continue with the sale efficiently. Consider the way Bill Clinton would speak. He was a master of this principle.
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- How to sell like Jordan Belfort, the Wolf of Wall Street
- The 4 steps of the Straight Line selling method
- The 3 types of certainty you have to create to make a successful sale
