How To Improve The Way You Sound!

From the moment we are born, our environment, our parents and others who are close to us shape the way we communicate. From these examples we develop strategies for different situations, some effective, some not.

Several years ago I wrote a training programme designed to develop and enhance those communication skills that are most likely to enable individuals to communicate more effectively, while maintaining a good relationship with the other person. This is especially more challenging when communication on the phone which is increasingly the case in this modern world. At Enigin we do a substantial amount of communication with both end-users and Enigin distributors by way of the telephone.

Communication comes more naturally in a face-to-face situation but when communicating by telephone it requires special skills to ensure that we establish good rapport, sound as if we mean what we are saying and communicate with confidence to achieve our objectives.

I would like to share some of my experiences with you and give you access to some of the material from the Winning More Customers training programme. For starters let’s consider:

1. Your impact on other people.

2. The different aspects of communication.

3. How to obtain and maintain control of the conversation.

4. How to improve the way you sound.

Without question, the telephone has become a vital link in the sales process and as such. Whether or not you work for an Enigin distributor or operate independently it’s playing an increasingly important role in successful business today. For most companies the telephone is a vital link in the business chain.

For many businesses like Enigin, the telephone is our shop window to the world. Whether you are part of a small or large company, quite likely many of your sales start with either an outgoing or incoming telephone call. Valuable enquiries can be `snuffed out’ in seconds without the Manager even being aware of it. This is something, which is probably familiar to all of us.

People damage the company’s image, professional standing – and its profitability – by handling telephone calls badly. Familiar faults include:

• Leaving the phone to ring too long before answering it.
• Lack of interest in the call and the caller.
• Answering in a stilted, sing-song way.
• Rudeness in dealing with enquiries.
• No real attempt being made to meet the caller’s needs.

Handled professionally, such an enquiry may have led to a substantial order instead of being terminated quickly, leaving the customer unsatisfied and the company gaining no benefit. More than this – the company’s reputation has actually been damaged.

What is needed is a professional approach to telephone calls which includes giving a sincere response and welcome, asking questions to find out what the enquirer wants, meeting that need or suggesting an alternative solution and inviting further contact or interaction from the customer or prospect.

When handled in a proficient manner, enquiries will lead to more successful sales.

To start with, let’s analyse your impact on other people in general when you meet face-to-face. On your first encounter people will make a decision about you within seconds of meeting. This will affect both how they feel about you and determine how they will respond to you.

What they see in those first few seconds is not your personality – it’s not the real you, but a combination of several elements which make up your overall impact. These are:

HOW YOU LOOK

That’s your overall appearance and the things you do.

HOW YOU SOUND

WHAT YOU SAY

The actual words you use.

Interestingly, research has shown that in a face-to-face situation 75% of your overall impact is determined by how you look, 20% by how you sound, and only 5% by what you say.

However, when communicating by telephone, there is no visual impact, so 80% of your overall impact is based on how you sound and only 20% by what you say. In other words, when communicating by telephone, a positive impact has very little to do with what you say and more to do with how you say it.

This article is dedicated to identifying and developing the practical elements that will help you ensure you have a more positive impact. The principles apply to both outgoing and incoming telephone calls.

Effective communication can only be achieved by using an even mix of four distinct aspects. These will add structure to your conversation, and increase your ability to control the outcome and attain your overall objective. When making an outbound call…

Firstly consider you’re… MESSAGE.

It’s important that you only deliver one message at a time. Keep it clear and simple.

Don’t talk over someone else, as this will confuse both parties. Adopt an open-minded attitude towards your message. If you try to force your message onto someone you will inevitably get a negative reaction.

As well as a clear message you must also have a definite PURPOSE.

Affirm your desire to get the result. This will enable you to communicate convincingly, confidently and authoritatively.

Before picking up the telephone, be sure you know what it is you want to achieve from the call. Write down what you want to say if necessary, this will help you to keep your message clear and simple.

We must also gain their full… ATTENTION.

No one owes you his or her attention you must earn it. Maintain their attention by giving them your full attention. Treat people as individuals, relax and enjoy the conversation – they are only human after all.

Show that you respect the person you are talking to by allowing them the space to respond to your message.

And never underestimate the importance of…ACKNOWLEDGEMENT.

Let the person know that you are listening to them and you understand their point of view, whether or not you agree with it.

One of the most effective ways to acknowledge a message is to repeat it or its essence back. Once you have acknowledged a person effectively, they’ll be much more willing to hear and respond positively to your message.

I’m sure most of us would rather avoid confrontational situations. However, these techniques are especially important when dealing with an angry customer who has a serious complaint. When we get it wrong, it only frustrates the customer and compounds the problem even more.

It’s easy to dismiss the customer’s complaint – especially if the matter is not your fault or it is someone else’s responsibility. Remember though, to the customer you are the company and if he or she expects you to deal with it the best course is; to take responsibility for sorting it out and getting back to them with an answer or solution – that’s initiative, and it’s the right thing to use in that kind of telephone situation.

Keeping existing customers happy is far less expensive than being forced to find new ones. Effective communication is essential if we want to maintain good relations when difficulties arise.

So, how do you obtain and maintain control of the conversation?

While it’s important, wherever possible, for both parties to enjoy the conversation, it’s your responsibility to direct the conversation towards a positive conclusion. In fact, directing the conversation will actually enhance the enjoyment of the call. However, to do this effectively there needs to be an even balance of giving information and asking questions.

We must: inform… invite… listen… acknowledge.

Beware of tipping the balance too far in either direction, since giving too much information will make you come across as being pushy and too many questions will seem interrogative.

Now, having asked a question, it’s imperative that we wait for the answer. Don’t feel compelled to fill the silence. You must also listen to the answer, not simply be thinking of what you’re going to say next. The best communicators are good listeners.

So: inform… invite… listen… acknowledge…

Incorporating this model, together with the four different aspects of communication, will help you to obtain and maintain control of the conversation.

Remember, the person who asks the questions is directing the conversation.

Finally, let’s consider how to improve the way you sound.

Most people have a false impression of how their voice really sounds. Listen to a digital recording of your own voice and you’ll appreciate what I mean.

In practice, your auditory impact is made up of four main elements which, when manipulated, can dramatically improve the results of your communication.

The first element is… VOLUME.

Speak loudly so that your message can be clearly understood.

Project your voice down the telephone, don’t tuck the mouthpiece under your chin – if you mumble it will show you lack conviction.

Speaking loudly and clearly makes you sound more confident, even if you are a little unsure of your subject. Normally, if you feel you are shouting, you’re probably speaking at the right volume.

The second element is… ENERGY.

Sounding enthusiastic will keep the person interested in what you have to say. Raising your energy will limit the number of people who are not interested. Maintaining a high level of energy will improve your results and raise the morale of both you and your team. It helps to raise your energy when you adopt an upright posture, and when you have a really important call to make… stand up!

The third element is… PACE.

Speak slowly and clearly without lowering your volume. A fast pace can make you sound slick and insincere. Slowing your pace shows you’re not in a rush to finish the conversation and it will make you sound more authoritative.

And the fourth element is… TONE.

Ensure that there is no conflict between the meaning of the words you are using and the hidden message in your voice. You could come over as insincere, the tone of your voice giving lie to the words you are saying – and people will always understand and respond to the tone more than to the words you say.

Be sure your tone of voice conveys what you mean. Be careful about emphasising the wrong words or fading out at the end of each sentence. Keeping the tone of your voice low will also give you an air of authority and conviction.

The way you communicate is having a direct effect both personally and professionally, on where you are now, and where you will be in the future. If you learn and use the mechanics of effective undoubtedly enjoy greater success in every aspect of your life.

Oh, and finally… when you are on the telephone, remember to always smile, I’m convinced that a smile radiates down the phone. Having a helpful and cheerful attitude benefits you, your colleagues and the person you are speaking to.

Hopefully when you telephone the office at Enigin PLC you will find our well-trained staff putting these important principles into practice as they strive to provide you with a valuable and professional service!