RR#137 - The Silent Deal Killer You’re Overlooking
If you’re not mastering this, you’re leaving money on the table.
In sales, there are flashy techniques, and then there are overlooked fundamentals.
One of the most underrated fundamentals? Tonality.
You could have the best product, the perfect pitch, and an airtight objection-handling script. But if your tone is off? It doesn’t matter. Your words won’t land the way you want them to.
Tonality can either build trust and authority—or quietly sabotage your efforts.
Today, I’m breaking down the seven elements of tonality that will help you control your sales conversations and close more deals.
What Is Tonality?
Tonality is the way your voice communicates beyond the words you’re saying. It’s how you ensure your message is not only heard but received in the way you intended.
The best salespeople use it intentionally to:
Build trust and rapport.
Get past gatekeepers.
Keep control of conversations.
Close deals with confidence.
Let’s dive into the seven elements of tonality and how to use each one.
1. Pitch: Your Key to Authority
Your pitch sets the tone for the conversation. Many salespeople default to a high pitch to sound friendly, but unintentionally signal nervousness or lower status.
Low pitch: Projects confidence, authority, and certainty—especially important when discussing money or closing the deal.
High pitch: Can suggest eagerness or insecurity if overused.
Pro Tip: Pay attention to your pitch when handling objections or discussing pricing. Confidence in your tone signals certainty in your value.
2. Pacing: Control the Flow
The speed at which you talk influences how your prospect feels. Speaking too fast can overwhelm, while speaking too slowly can lose their attention.
Faster pacing: Use sparingly to convey excitement.
Slower pacing: Allows your prospect to process your words and signals confidence.
Pro Tip: Mirror your prospect’s natural pace to build rapport while staying intentional with your rhythm.
3. Emphasis: Make Key Points Stick
What you emphasize in a sentence can completely change its meaning. For example:
"I never said she took that money."
"I never said she took that money."
"I never said she took that money."
"I never said she took that money."
"I never said she took that money."
"I never said she took that money."
"I never said she took that money."
Each version implies something different. Think about what you want your prospect to take away, and emphasize those words intentionally.
4. Inflection: Stay in Control
Inflection is how your tone rises or falls at the end of a sentence. Here’s the problem: Many salespeople unintentionally turn statements into questions.
For example: “This package costs $15,000,” with an upward inflection at the end turns it into more of a question than a statement.
That upward inflection at the end also signals uncertainty—and even worse, it suggests your pricing is negotiable. No bueno.
Pro Tip: When quoting prices or talking money, use a downward inflection to maintain authority and confidence.
5. Volume: Match the Moment
Volume can add energy or draw people in—but only if used strategically.
Louder volume: Signals enthusiasm or confidence.
Softer volume: Encourages attention and creates intimacy.
The key here is self-awareness. You want to be aware of what your default volume levels are, and adjust accordingly. Because the last thing you want is anything distracting your prospect from the message you’re trying to convey.
If you tend to be a quiet speaker, push yourself to increase the volume on sales calls. If you’re naturally loud, be cognizant that you’re not coming across as overbearing.
Pro Tip: Adjust your volume to the context of the conversation. Increase it to energize a room, or lower it to emphasize a critical point.
6. Pause: Let It Land
Pauses are powerful. They give your prospect time to digest key information and create space for their thoughts.
After delivering a major benefit, pause.
When quoting significant savings or results, pause to let it sink in.
Pro Tip: Don’t rush to fill the silence. A well-timed pause can make your message more impactful than any words.
7. Tone of Emotion: Build Trust and Connection
Your tone should match the emotional stage of the conversation.
Discovery: Use empathy to show you understand their pain points.
Objection handling: Stay calm and composed.
Solution presentation: Let confidence and excitement shine through.
Pro Tip: Be deliberate with your tone to align with the emotions your prospect needs to feel at each stage.
Why Tonality Matters
These seven elements—pitch, pacing, emphasis, inflection, volume, pauses, and tone of emotion—are the difference between sounding like a pro and losing control of a conversation.
Mastering tonality isn’t just about improving your sales calls. It’s about ensuring your prospects hear your value in the way you want them to.
Start practicing today. Your future commissions will thank you.
Adios,
Ray
P.S. -
If you’d like to dive deeper into this topic, check this recent YouTube video I recorded breaking these concepts down in more detail.
