When it comes to closing, how we speak is often more important than what we say.
Before every presentation, I ask myself, “What’s my tone for this client?” The question reminds me to consider THEIR personality style and how I can best match it to keep them engaged.
For example, during the diagnosis call, I notice the prospect is soft-spoken, close to the vest with financials, and in “fear mode.” In turn, I’ll be more soft-spoken, empathetic, yet still strong in my convictions on the importance of advertising and sharing success stories to ‘secure’ their business. It will be much more effective than an aggressive, direct approach.
In contrast, with an analytical, information-based business owner, I’ll forego a lot of pleasantries and ‘feelings’ and include more research, numbers, and success stories. A “just the facts” approach, plus a success story or two, works better here.
It can be hard for sellers not to drive aggressively through a presentation they’re convinced will help a business owner grow their business. Passion is powerful, but if the buyer is put off by how a plan is presented, that great strategy might remain unsold.
Coach your sellers to pay attention to a client’s mood during the diagnosis interactions—even making notes. And coach them to ask themselves before each presentation, “What should my tone be with this client?”
Doing this takes conscious effort. I know I’ve caught myself in the middle of a presentation and realized the reason I wasn’t connecting was because my tone was totally wrong.
This simple pause and tone review exercise, done before every presentation call, may be just what your sellers need to connect better with clients and close more business.