How to convey empathy, honesty and enthusiasm over the phone
Quality B2B sales leads are more valuable than ever because of the increasingly challenging nature of current sales lead generation. Traditional cold calling focused on using those leads to simply push a product or service in pursuit of a sale, but today’s B2B selling environment is very different.
Opening a Dialogue
If one accepts the idea that the real aim of cold calling is to open dialogue, the focus quickly shifts to creating connections. An article in Entrepreneur highlights the importance of seeking such connections when it says, “Whether through online research or during the phone call itself, you should try to find a personal connection with your prospects.”
Since cold calling is quite challenging, many salespeople abandon the practice in favor of email. The ease with which B2B emails are sent out so easily is seductive – especially when contrasted with the challenges of modern-day cold calling discussed in a National Association of Sales Professionals article. However, emailing is often easy but ineffective.
When cold calling creates a real human connection, both individuals
decide to invest time and effort in one another. This often leads to
bonds that join the parties in important ways. Long-lasting clients grow
sales and build one’s brand, and they often generate the best sales
leads of all – referrals.
Insights From Research
The idea that 93 percent of communication is non-verbal comes from Dr. Albert Mehrabian’s groundbreaking research. He continues his work to this day as Professor Emeritus of Psychology at UCLA. Specifically, Dr. Mehrabian concluded that 55 percent of one-to-one communication occurs through facial expressions and body language, while another 38 percent comes from the way a person speaks. Only seven percent of communication occurs is related to the words one uses.
Such research supports the common idea that, “It’s not what you say, but
how you say it.” In a highly visual age, the importance of tone and
imagery during a phone call is even more important. Remove the 55
percent of communication attributed to visual cues, and it’s easy to see
how important tone and voice are. The 38 percent of communication
related to how you speak is more than five times as important as the
actual words you use.
Tone of Voice
Of course, facial expressions and body language are unavailable during cold calling. Over the phone, conveying empathy, honesty and enthusiasm is largely accomplished through these verbal tools:
Add inflection to the right words to come across as more passionate and therefore more convincing. Likewise, a high-pitched, emphatic tone suggests enthusiasm, while the right pace or cadence offers understanding. Those speaking in a plodding manner come across as tired or disinterested, and rapid-fire deliveries are also problematic because they suggest nervousness or hucksterism.
Finally, voice modulation is also important. A voice that rises and falls at the right times shows engagement and interest, while a monotone voice suggests boredom.
You should aim to master inflection, pace and modulation to convey a positive attitude. Strike the right tone, and the chances increase that your prospects will be intrigued by this empathetic, upbeat person they’ve encountered. Also, don’t underestimate how attractive the prospect of a warm connection might be to someone facing challenges on the job or at home.
The sales professional who masters verbal communication gains a real
advantage. The fact that salespeople often struggle with cold calling
creates an opening for those who invest time and effort to master the
The myphoner Solution
myphoner promotes lead nurturing via real connections with real people. As a sales lead app, it presents the next best sales leads to call via intelligent queuing. The next time you’re tapping your sales leads database, remain aware of the importance of the inflection, pace and modulation of your communication.
Hey, hello. I’m Jeppe
I'm an entrepreneur and web developer. I've built or helped build a handful of startups.
I strongly believe in dedicated software that solves one task, but solves it really well. During my experience as an internet entrepreneur, I never found that software for cold calling, so that's why I decided to build myphoner.
I'm very proud of what myphoner has become, and I'm dedicated to doing everything I can to make it stay a success. That's why I greet all new customers personally and always read and reply to the feedback I get.