Sabri Suby explains how tonality and delivery build authority on sales calls. Your voice and conviction matter more than friendliness, conveying 75-80% of the message. Confident openers, anticipating objections, and booking meetings with certainty increase close rates.
I know me. I get three phone calls a day where I pick up the phone and there's no audio. And then about five seconds later, I can hear the commotion of a call center. Mr. Subie. Do you know what I mean? Like, that's how, like, you're sounding. You're going in, like Dave's saying, right? You want to know that person? Know their name. Hey, Anthony, it's Drew here from King Kong. Just giving you a call because you downloaded one of our free reports. Are you looking for ways to get new customers? You need to watch your tonality and not be, like, super friendly. Drew here to solve everybody, right? Hey, Trend, it's Sabri here to calling up from King Kong. Like, he can just smell the salesman on my voice, and he's never gonna call me back. I would urge you to dial down that politeness and not. Not be as. As nice, not be an asshole, but just don't be so really helpful and friendly and, like, really wanting to help everybody, but more like a surgeon or a doctor. You're not a Care Bear, and you're not here to, like, be really nice to them. You're here to solve their problem. It's all about the delivery, right? Someone says you're not gonna be like King Kong and then just go silent. The digital marketing agency. You downloaded a report on how to get more traffic to your website. I've been looking through your website, and I've already flagged three things that I could do to help you get more traffic to your website. Do you have a moment to talk about that? Yeah, I'm busy. Okay, awesome. Can I pencil you in for a time this afternoon? Come in with confidence and certainty. So it ain't the leads. It's in the approach. It's the way that you get them. But it's like little things. If you're making 392 dials, like, every little nuance of, like, oh, I said this, or I did a downward inflection at the end of when I said King Kong instead of saying King Kong, and I got a different response. Tweak your pitch in terms of how you're going to deliver that and what's going to get you cut through, right? That's literally 75 to 80% of what is said on that call is read through your tonality and hearing how you deliver it, how you deliver it. And there's always room to tighten that up. Do you know what I mean? Really? When you started to excel and started to crush deals was when you became a little bit Arrogant on the phone and a little bit more authoritative with them. Right. When you started, push them around a little bit. So let's go to your second call. Right, so you're calling them up for the second call. Are you booking them in for a meeting on your calendar? Calendar invite. There's a lot of practice there. 50% of people aren't going to pick up, but you're going to speak to five people this week that's going to come to a decision and you've got to get that tonality right. You've got to think of every single objection that they're going to hit you with before getting on the call. So you're not just flying in the air and trying to navigate it. When the stakes are high and you're trying to close out a deal. Every single person that you see on that million dollar plaque that's in the next room, like they were dubious about signing up with us. Right. And they were unsure and they had doubts in their mind and they'd been burnt before. But we were obviously more certain that we could help them than they were that we couldn't help them. That's how we got the deal done. And then that's why they're in the position, you know, that's why they're like, oh, I wish I did this earlier. So therefore it's like it's our moral obligation to really help these people and to help them pull the trigger on it because we know that we can help them. So like when I'm on a call with somebody that I know that I can help, my certainty is at 100%. Right. I am so certain that I can help them because I've qualified them. I know this is a great fit and I'm really confident that I can help them. Therefore my certainty is way higher than their certainty that it's not going to work. Yeah. Because you know, I play for correct and they can hear it. Yeah. And that's where it comes down to the tonality. It's like whoever has the most conviction on that call is the one that gets the outcome. 150% if you are unsure. And even if that's from the first call, like, yeah, I'm calling from a King Kong about the report. Like there's no certainty there. Do you know what I mean? Oh, no, I don't remember downloading it. You download it on the 15th of July, mate. I looked at your website. I've checked out your rankings. Are you guys looking for ways to get new customers right? Bang straight in. It's all in the delivery. Even on those first calls for the reports, you guys, these guys are getting hammered by 10 to 15 telemarketers a day that are just sound like salespeople. So it's like you want to basically be going in there with that same level of conviction. The whole thing of like, I need to sound really nice and really approachable and get them on the phone to make them feeling warm and fuzzy. That stuff is sales stuff from the 80s. Smile and dial. All that shit doesn't work. Let's hit.
