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Phone Calls, Phone Etiquette and Cold Calling

Whether you’re making the first prospecting call of your selling career, or you’re a seasoned veteran, there are some basic rules behind making a phone call that will take the pressure off and keep you focused on building the relationship.

Your Tone of Voice Communicates More Than Your Words

Having a conversation with someone face to face allows for communication that is unspoken, or what’s known as “nonverbal communication”. Dr. Albert Mehrabian, Professor Emeritus of Psychology at UCLA and author of Silent Messages, “...conducted several studies on nonverbal communication. He found that only 7% of any message is conveyed through words, 38% is through certain vocal elements, and the other 55

% through nonverbal elements (facial expressions, gestures, posture, etc)”*.

By using this information, we can deduce that once the 55% of nonverbal elements are removed, this leaves your tone of voice burdened to carry 93% of the message when talking on the phone.

In reality, the study of nonverbal communication is rather dubious at best, and is influenced by many factors, so it becomes difficult to attach an exact quantifiable number to nonverbal communication, but it’s safe to say that it accounts for a significant portion of the conversation.

How Does This Apply to Sales?

Whether you are sitting across from your client in a boardroom or talking with them on the phone, clear communication is a critical cornerstone of our success as professionals. It lets you transfer ideas from your mind to the mind of your prospect or client in a way that they can see what you see. That’s a powerful tool to have in your arsenal.


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