Tonality

by Lisiate Tonga

A communication theory exists stating that 55% is body language, 38% tonality and 7% words.  World-renowned master sales strategist, Linda Clemons is one of the early pioneers on non-verbal communication including tonality.  She says, “It’s not what you say or how you say it, it’s what they hear.”  She also says, “Your tonality is very critical in giving emphasis to what you have to say.”  In the B2B environment a lot of phone work happens, and it’s important to understand that you’re ability to communicate effectively can reduce significantly in the absence of body language.  In which case, the questions should be, “How do I master the use of my tonality and words?”   And, “How can I communicate more effectively?”

New businesses looking to project their products and services on the market in a meaningful way that can generate revenue and widen their scope have no doubt come to a point where someone has to pick up a phone and call.  That dreaded stage where you have to somehow share this “idea” that you had with the world.  The moment where all that hard work, long hours and sleepless nights are about to be let loose!  And then……….Hello…..hello?  Dial tone after dial tone, “no“ after “not interested,” after “ I have no time.”  From “I’ll think about it,” to “we already have one,” to “sorry we can’t put you through unless you have an appointment.”   All the while your tone suffers, your attitude takes a beating and you question your confidence.

That’s when we receive a call.  That’s why our company exists.  We do a lot of the legwork on behalf of our clients.  We make call after call after call.  We take the heat out of the kitchen.  We teach our Account Managers, to control their tonality.  According to this communication theory, it is the second largest part of how we communicate next to body language.   Therefore we encourage our team to have an acute focus on tone.  How often can the same words be strung together but mean many different things depending on your tone?  And, in how many languages is it absolutely crucial?  How easy is it for you to tell how someone feels without them saying a word about it but by listening to their tone?  How often have you “heard” someone smiling over the phone?  Conversely, have you been able to hear a fake smile through gritted teeth?  Our team also knows how to read tones.  Any good sales person should be able to tell you that it’s equally important to listen to what’s not being said.

In the B2B industry people are guarded, time poor and have too much to do.  The last thing on their mind is having to listen to yet another spiel about something they don’t know they may need but don’t have time to listen to.  I can tell you, however, that if he or she “likes” the sound of your voice, they’ll be more willing to lend you an ear.  If you couple a “controlled” tone with a good pace, (you can call it “enthusiasm”), you can hold interest as well as create urgency.  At the end of the spiel, if they “feel” like you’ve got their best interest at heart and they have a need for your services, they will be in the best position to take advantage of whatever opportunities are presented.  And at the end of a closed deal or appointment, you will have mostly your tone to thank for it.  Words do play a big part, obviously.  You have to be able to articulate your client’s services and products to the needs and concerns of the prospect.  However, if you have the wrong tone, it doesn’t matter how many words you can put together or how smart you are.

There are other key factors that play into this and have a direct affect on your tone such as mental attitude and emotional state but we’ll save that for another time.  What’s important to know is that your tonality is a huge part of your selling technique and that it is also controlled by other factors that need to be checked before you begin any sales campaign.