Introduction

Loud voices help close more sales by shaping how customers feel about you. New buyers like loud and excited, returning buyers like loud and calm.

What's the problem it solves?

Most sellers obsess over the script and ignore the tone. This research shows tone changes buying behavior, speed, and trust. You get more sales simply by speaking in the right way for the right customer.

Quick Summary

The study looked at almost nine thousand sales calls and found a simple pattern. When talking to new customers, a loud and energetic voice makes you sound excited. That excitement makes them more open to buying and makes them buy faster.

With returning customers, energy actually hurts you. They want to hear a loud but calm voice. That makes you sound sure of yourself and more skilled. It also makes them more ready to buy again.

Across the board, loud tones help both groups. But the type of loud tone matters. New buyers want bright and lively. Returning buyers want firm and steady.

Key Takeaways

• Loud voices increase sales for both new and returning customers
• New customers respond best to loud plus energetic
• Returning customers respond best to loud plus calm
• Energetic tone boosts excitement but can lower trust for repeat buyers
• Calm tone builds trust but is less effective for first-time buyers
• Tone changes buying speed, not buying amount

What to do

• Use a loud, excited tone with new customers to spark interest
• Use a loud, calm tone with returning customers to build trust
• Train reps to switch tone based on customer type
• Test tone changes in call reviews and track results
• Pair tone training with clear, simple, concrete language
• Apply the same tone rules to in-person, phone, and video calls

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