You’re not closing deals because you’re saying the wrong words or saying them the wrong way. It’s that simple. I know it sounds harsh, but stay with me because once you understand this, everything changes.
Most people think they just need a better script or more confidence. But what if I told you the issue isn’t what you’re saying at all? It’s how you’re saying it. The same sentence can mean completely different things depending on your tone. “I didn’t say he hit his wife” changes meaning with every word you emphasize. Your prospects are hearing something totally different from what you think you’re communicating.
The Foundation: Stop Reading, Start Breathing
You need a script. Period. If you don’t have one, get one before doing anything else. But having a script and knowing it are two completely different things.
When you sound like you’re reading, it’s because you ARE reading. Your prospects can tell, and trust plummets instantly. The fix? You need to memorize your script so well that you’re not thinking about what to say next. You should be breathing the script, not reciting it.
There’s a technique that works incredibly well. Print two copies of your script. Read it out loud, clearly pronouncing every word. When you finish, cross out one word with a marker. Read it again with that word missing. Cross out another word. Repeat this process until you’re staring at a completely blacked-out page and still delivering the entire script perfectly.
This is how you internalize your message. By the time you’re done, you’ve repeated the script as many times as there are words in it. At that point, it becomes part of you.
The Three Constants of Sales Tone
Most sales training talks about “curiosity tone” or “ambitious tone” and leaves you wondering what that actually means. Forget all that noise. You can only control five things with your voice. Three stay constant, two change.
Your constants are simple:
Speak loud enough that they can hear you. Obvious, right? But so many people mumble or speak too softly, especially in person where the prospect can’t adjust the volume.
Speak at the right speed. Too fast, you seem nervous and trust drops. Too slow, you lose their attention. The sweet spot is between 135 and 185 words per minute. If you naturally talk fast like I do, you need to consciously slow down.
Articulate every word clearly. Round out your words completely. Don’t mumble. When you’re nervous, this one thing will automatically slow you down and make you sound more confident.
These three elements maximize comprehension. If people can’t understand you, they definitely can’t buy from you.
The Two Variables That Change Everything
Now for the magic. The two things you vary in your script are pauses and pitch.
Pauses create emphasis and signal when you want a response. A short pause draws attention to an important point. A longer pause tells the prospect it’s their turn to talk. When you’re scripting, use dot dot dots for brief pauses and periods for full stops. It’s that straightforward.
Your pitch (whether your voice goes up or down) matters just as much. When your voice goes up, you’re asking a question. When it goes down, you’re making a statement. In normal writing, we use question marks to show this.
The most critical moment in any sales conversation? When you ask them to buy. This is where you combine both variables: a long pause plus raising your voice. You ask the question, then you shut up. Research shows that waiting up to eight seconds after asking for the sale closes 30% more deals. Let them process. Let them think. Don’t fill the awkward silence.
Why People Actually Buy
Sales isn’t about talking. It’s about listening. The person who speaks the most loses the sale. You want your prospect talking as much as possible because people believe what they say, not what you say.
Your job is to ask questions that lead them to sell themselves. When you’re in discovery mode, you’re matching their problems to your solutions. They say “business isn’t growing.” You ask, “Can you give me an example?” They give you something vague. You ask again, “Can you be more specific?” Keep pulling teeth until they give you something concrete.
Once you have meaty information, you chunk it up. “So it sounds like you have a marketing issue. Is that fair to say?” Get them to agree. Then when you present your solution, you’re directly addressing the problems they just told you about.
Stop Trying to Be Right
Nobody ever won an argument and made a sale. When prospects give you objections, you’re not trying to prove them wrong. You’re giving yourself another chance to ask.
Instead of memorizing responses to every possible objection, learn universal closes. One of my favorites: take whatever reason they give and flip it. “I don’t have time right now.” You respond: “I think the fact that you don’t have time is exactly why you need this more than anyone else.”
Most of your selling happens before you ever ask for the sale. If you lose them, you probably lost them in discovery, not at the close. Get the discovery right by pulling enough information to truly understand their problems.
Make It Consistent
When you follow this framework, something incredible happens. Your sales conversations become predictable in length and outcome. Instead of one call taking ten minutes and another taking ninety, they standardize. You can duplicate this across your entire team.
Document everything with periods, dot dot dots, and question marks. That’s your entire notation system. Volume, speed, and articulation stay constant. Pauses and pitch changes are your only variables. Everything else is mythology and confusion.
Stop filling silence. Stop sounding like you’re reading. Stop trying to be clever with your objection handling. Say the right words in the right way, then give people space to buy.
That’s how you make more money.
FAQs
How long should I pause after asking for the sale? Up to 8 seconds. It feels awkward, but waiting significantly increases your close rate.
What’s the ideal speaking speed? Between 135-185 words per minute. Fast enough to sound confident, slow enough to be understood.
How do I handle objections without arguing? Reframe their concern as a reason to buy, then ask again. Don’t try to prove them wrong.
Why do I sound like I’m reading my script? Because you are. Memorize it completely using the cross-out method until you can deliver it naturally.
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