If you’ve ever used AT&T long-distance, you’ve probably heard Susan Berkley’s voice saying, “Thank you for using AT&T.”
Now this voice-over artist has come out with a book–Speak to Influence: How to Unlock the Hidden Power of Your Voice (Englewood Cliffs, N.J.: Campbell Hall Press, 1999; $19.95)–to teach others how to improve their voice to communicate more effectively.
The book also has valuable tips for getting your message across, whether your listeners are prospective clients or an audience of colleagues. For example:
- Read the situation by checking whether prospects are listening. If prospects express partial approval–agreeing with some of your points, disagreeing with others–you’ll know they’re listening, and you can keep trying to win them over. If they ask for more details, you’re close: Uninterested prospects don’t ask questions.
- Handle objections effectively. Repeat prospects’ objections and pause while they ponder their words. It forces them to evaluate what they said: If their objection sounds unreasonable, it’s easier for them to say you’ve misinterpreted the idea, rather than having to admit to a bad idea.
- Don’t match objections with equal force. If you argue longer or louder to overpower prospects, you may cause them to give up, but you won’t change their point of view.