manual tonality

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  • 1.TONALITY: THE SECRET WEAPON OF INFLUENCEMay 2012

2. Tonality:The Secret Weapon of InfluenceWe are all familiar with how being persuasively adept and building rapport can provide an upper-hand in the field of sales. The bottom line is that, all things being equal, prospects will buy from people that they like. Period.However, building real rapport goes beyond mere likeability. It all comes down to identifying the intangible elements of communicationi.e. tonalityand then lining up and using them to move someone emotionally and logically, so your prospect develops a real connection with you, and ultimately wants to do business with you.Establishing this connection starts with harnessing the power of the 6 Competencies that affect yourability to capture a prospects attention. TONALITY: the secret weapon to influence a sale and build trust. Crucial to lowering the clientsaction threshold and to establish rapport. IMPACT: how to capture their attention instantly. ENGAGEMENT: the ability to hold someones attention without falling out of rapport. SHARP: the ability to be perceived by someone else as someone who can get them what they want,someone whos not going to waste their time, and someone worth listening to. SALES ENTHUSIASM: the ability to communicate on an unconscious levelthe feeling that thismust be good or why would they be so enthusiastic? AUTHORATATIVE: the ability to come across as an expert in your field.2 3. Tonality: The Secret Weapon of Influence[Influence] has always been a core skill that allows us to function in every domainof our lives, whether thats as parents, as community volunteers, in ourneighborhoods, or on the job. Whenever we interact with other people, we canbe more effective if we know how to get our points across persuasively. Dr. Robert B. Cialdini, psychologist and author of Influence: Science and Practice 3 4. Creating Powerful & Constant RapportCreating rapport is a very powerful skill that is essential to the sales process. Weve all, at one time oranother, experienced that feeling of being in sync with, or being on the same wavelength as theperson with whom you are talking to. This commonality of perspective, along with fosteringlikeability and trust, is what is at the root of real rapport. Creating this level of connection requirescapturing and keeping your prospects attention by getting them to genuinely connect with you onboth a conscious and unconscious level.Definition of Rapport: The art of combining your words, tonality, and physiology to create alignmentwith someone else.A key fact about creating rapport and one of the biggest misconceptions people have is that, onceestablished, rapport is not a constantit takes continual effort.Just because you establish initial rapport with someone, it doesnt mean that your work is done and you can just sit back and relax. Instead, its important to be aware that you are constantly falling into and out of rapport throughout the sales process. One minute can find you in super tight rapport with someone and the next minute you are completely out. However, the great news is, with the right strategies and tactics, you can get yourself right back into rapport in an instant!4 5. Creating Powerful & Constant RapportUnderstanding how people communicate, verbally and non-verbally, is the first step in mastering the ability to stay in powerful and constant rapport with people.{Competency Check-In}Creating powerful and constant rapport is about the competency of having ENGAGEMENT.Continuously coming across as a socially skilled, enthusiastic, and energetic individual will capture theattention of your prospect and set you out as a memorable and compelling force.5 6. Three Keys to CommunicationWe have been conditioned to spend so much time thinking about the words we use that we often forget that there is even more valuable information being communicated through our tonality and body language at the same time!Albert Mehrabian, PhD, pioneered this deeper understanding of human communication by identifyingthree primary modes of communication, often referred to as the 3 Vs:Verbal: the words we use. Vocal: the tonality we use.Visual: the visuals cues or body language we embody when we communicate. 6 7. Three Keys to CommunicationBreaking the communication research down into percentages, you might be shocked to hear that, onaverage, our words only account for 9% of our communication. That leaves the other 91% of ourcommunication to tonality and body language.Although words can be 100% impactful in many situations, its important to realize that tonality andbody language can often have an equal, if not more, impactful effect on someone than your actualwords. The key here is to increase your awareness of when all three forms of communicationwords, tonality, and body languageare most effective, and utilize them accordingly.Remember: Its not just what you say that matters. Its HOW you say it 7 8. Three Things in 4 SecondsWe are all visual creatures and are influenced by what we see, whether its first-hand or in our minds eye. In fact, studies have shown that people make judgments on what they see and hear within seconds. In person, you have of a second before the person you are communicating with forms their first impression. Communicating in an auditory manneri.e. by phone or computerbuys you a bit more time. Without direct visual cues, you now have 4 Seconds before an individual forms a mental picture of you and you make that lasting first impression.Therefore, there are three things you MUST establish in the first four seconds of a sale, or youre done:3 Things You MUST Establish Within 4 SecondsYOURE SHARP AS A TACK: you must come across as being on-the-ball, a person worth listening to;otherwise youre wasting their time.YOURE ENTHUSIASTIC AS HELL: this tells the prospect you have something really great to offer.YOURE AN EXPERT IN YOUR FIELD: this tells people you are an authority figure and a force to bereckoned with. People are taught to respect and listen to authority figures from a young age. This rolls up into one simple fact: You are a person worth listening to.8 9. Three Things in 4 SecondsOne level above this is, youre worth listening to because you are a person who can help them get what they want and achieve their goals.It is crucial that your prospects feel that you can help them alleviate their painotherwise they wontopen themselves up to being influenced.{Competency Check-In}Establishing these 3 Things in 4 Seconds is about the competencies of SHARP, SALES ENTHUSIASM, andAUTHORITATIVE. By quickly appearing as a sharp, intelligent, honestly enthusiastic professional, and aforce to be reckoned with, people will open themselves up to your influence.9 10. Mastering TonalityTonality is one of the main keys to practically building rapport with your prospectsits the secret weapon of influence.Definition of Tonality: Learning to effectively and elegantly apply tonal patterns to control somebodyelses internal dialogue.Tonality isnt a magic bullet that youre born with; its a learned skill that you can master with practice. The tone of your voice can alter a response, so in order to be an extraordinary influencer you need to learn to pull these tonalities out of a hat in an instant.Through tonal patterns you can make more powerful connections than what you convey with wordsalone. For example, when youre talking, the listener is running an unconscious dialogue againstyour wordshearing what you say, narrating your words and either agreeing or disagreeing withthem. 10 11. Mastering TonalityTonal patterns are powerful because they can be used to literally manage the listeners inner dialogue so theyre thinking exactly what you want them to be thinking without having to say a lot of words.Perhaps insert a sample audio clip here of Jordan demoing some of the tonalities/short questionshere? (If not, delete this text box, as its merely a space holder.) Jordan/Jordan/Jordan Im calling from Acuity Consulting? (it messes with people when use declarative as a question) How are you today? How are you doing today? (one says I care, one says Im not interested) Do you have a minute? Are you interested?11 12. Mastering TonalityRemember, at the end of the day, what will ultimately influence people is emotion and theyll justify their actions with logic after the fact.{Competency Check-In}The competency of TONALITY is the secret weapon to influence a sale and build trust. Mastering thiscompetency is crucial to lowering a prospects action threshold and to establishing rapport.12 13. 8 Basic Tonality PatternsJordan Belfort has identified over 29 tonal patterns. Although this may sound overwhelming, keep inmind that you are already unconsciously using most of them. Every time you say something in anexcited, certain, forceful, secretive, sincere or uncertain way, youre using the art of tonality.However, you can turn these tonalities into your secret weapon of influence by understanding theirimpact and using them to consciously create the outcome you desire.Here are 8 of the most common tonal patterns youll use to influence prospects:[Ideally, it would be great to be able to imbed audio examples of each one!] Scarcity: Lower your voice to create urgency and the perception of a secret. Reasonable Man Tone: Use this when you want someone to do something and youre implyingits no big deal. Examples: Got a minute? Does that sound fair enough? Believe me you will notbe sorry. Absolute Certainty: A harder, more definitive tone when you are implying something and are justabsolutely certain about it. I Care Pattern: When youre responding to someone elses statement with empathy andsympathy. Example: Someone says, Im kind of a little bit tight for money now. And you say, Itotally understand that.13 14. 8 Basic Tonality Patterns Using a Question When It Should Be Declarative: Use this to infer agreement. Example: If you say,Hi, this is Jordan Belfort. They