Mistake #4 – Not internalizing our message

One of the biggest reasons I hear reps use when they say they don’t want to cold call is that they don’t want to sound like the proverbial telemarketer. They complain that those callers just seem to be reading their scripts in a monotone voice.

I actually couldn’t agree more. That occurs when we don’t take ownership of our message and internalize it until we sound conversational. If we’re reading a script, we do sound like the proverbial telemarketer.

Only 7% of effective communications is derived through the words we use. The biggest percentage of effective communications on a phone call comes from tonality (38%). Therefore we must not only ‘own’ our message, but we must deliver it with passion. There is only one way the passion can come through and that’s if we know what we’re going to say so we can concentrate on how we deliver it.

You do believe in what you sell, don’t you? Well then know what you’re going to say and deliver it with passion.