Day 11 55-38-7 Rule

55-38-7 Rule/Verbal

In sales, it's essential to understand how to communicate with potential customers in a way that's engaging and effective. The 7/38/55 rule is a powerful tool that can help you do just that. This rule states that 7% of communication is conveyed through words or verbal, 38% through tone of voice or Para Verbal, and 55% through body language or Nonverbal. By being aware of these percentages and how they impact your interactions with customers, you can improve your sales performance and build stronger relationships.

The Importance of Words (7%)

Although words only account for 7% of communication, they are still important. It's crucial to choose the right words and use them in the most effective way possible. This means being clear, concise, and relevant to your customer's needs. When speaking, avoid using jargon or overly technical language that may confuse the customer. Instead, focus on language that is easy to understand and relatable.

The Power of Tone of Voice (38%)

Tone of voice plays a significant role in how your message is received. This includes the pitch, pace, and volume of your voice. A friendly, confident tone of voice can build trust and put your customer at ease. Conversely, a harsh or impatient tone can create tension and drive customers away. Make sure to listen carefully to your customer's tone of voice as well, as it can give you valuable insights into their thoughts and feelings.

The Influence of Body Language (55%)

Body language is perhaps the most significant factor in communication, as it accounts for 55% of the message you convey. This includes facial expressions, posture, and gestures. Make sure to maintain eye contact, smile, and stand up straight when interacting with customers. These positive body language cues will make you appear confident, attentive, and engaged in the conversation. Also, pay attention to your customer's body language. If they're crossing their arms or avoiding eye contact, they may be feeling uncomfortable or defensive.

By understanding the 7/38/55 rule, you can become a more effective salesperson. Remember, words are important, but tone of voice and body language play a much larger role in how your message is received. Make sure to pay attention to all three factors, and you'll be well on your way to building stronger relationships with your customers and closing more sales.

Body Language

“The Self Aware Principle – Self-awareness is one of the most difficult traits to develop. People are often unaware of who they really are. That is unfortunate, since when you know yourself and you have become comfortable with the person you actually are, you can be more relaxed with other people. Self-image determines how you relate. Being best friends with someone else is difficult if you are not best friends with yourself. Poor self-awareness can be the greatest obstacle to forming relationships, often IT’S because people have idealized expectations about how friendships should work. When events fail to meet those unrealistic goals, their expectations are dashed and problems result. The solution: reassess yourself and change the perceptions that provoke problems.

Body Language:

Science proves that people assess others in seconds based on a “thin slice of behavior.” Moreover, this initial assessment is uncannily accurate.

“Body language acts on the subconscious mind, exerting a powerful influence on how.....a customer will think, act, and react to you...without ever being aware of exactly what is producing those reactions” – David Lewis, The Secret Language of Success

At the subconscious level, body language powerfully influences your first impression on the customer. The following areas will help you master the tool of “silent speech” found in body language, thus controlling 55% of the message for which body language is responsible.

The relevant aspects of body language and solar sales are: Dressing the Part, Using Space Zones, Position, Eye Contact, Illustrators, Mirroring, and Physical Contact.

Where you stand in relation to a customer should never be left to chance. You should angle your body so that you are not standing square to the customer like a soldier at attention with your feet solidly planted; this is a confrontational position. Instead, turn your body to the side and put one foot behind the other in a relaxed manner. You can even turn your body completely to one side and look at them with your chin directly over your shoulder. This position will make it more natural for you to point at the other homes on the street that will be serviced. Stand, when possible, at an angle that will show the customers the logo on your shirt; this gives you a great deal of credibility. Scripting your position is very effective during your pre-impression. However, after you have started your initial approach feel free to move around.

Mirroring:

Mirroring is reflecting the actions and illustrators of the customer. This involves copying the other person’s posture. If their arms are folded, yours should be as well. When they lean back, so should you. By deliberately mirroring another’s body language, you greatly increase empathy. When used correctly, mirroring is one of the most rapid and reliable means of developing rapport and winning another’s confidence.

Mirroring goes both ways. When you are mirroring a customer, it communicates that you approve and acknowledge them and they will begin to mirror you. For example, try nodding your head when you talk to a friend. What happens? Subconsciously, they will start to nod their head as well. It works with customers this same way. Mirror the customer at the door, then start to use some illustrators like nodding your head to lead the customer into the response you desire. If you want them to agree, nod your head slightly while asking the question. The use and understanding of mirroring will improve your ability to communicate a positive impression and give you more control in the conversation.

Eye Contact:

In your initial door approach make your eye contact deliberate, but also brief holding the gaze for about three seconds. More than three seconds can generate a negative impression. You want to use your eyes to communicate that you are straightforward and honest.

Fake smiles don’t involve the eyes and recipients instinctively understand if a smile is real or counterfeit. The best sales reps find ways to stay happy and optimistic throughout the day. People can tell if you are faking happiness. Plus, pretending to be happy is much more exhausting than just being happy.

Posture:

Posture should always be deliberate and intentional. Reps will often put one foot on a step and one below, or lean on a column in the front entryway. However, they maintain a posture of confidence with shoulders back, not hunched over. If you walk around with shoulders down and hunched over, it will display a level of insecurity and fear. Alway walk with a purpose and head held high to maintain proper posture.

Facial Expressions:

Facial expressions are configurations of different micro-motor (small muscle) movements in the face that are used to convey our message to customers and elicit an emotional response.

It is effective to raise eyebrows in the right moments of the pitch to display happiness or surprise. It is encouraged to practice your pitch in front of a mirror so you can realize what facial expressions you use during the pitch. We most often use our eyebrows and forehead to display expressions.

Spacing:

See proxemics in Day 2 - Pre Impression of the Setter Foundation for details

Positioning:

Where and how you position yourself is also an important part of a door approach. Make sure you angle your body where you are not standing square to your customer, like a soldier would. This is a confrontational position. Instead, turn your body to the side and put one foot behind the other and relax. Using this position will make it easier for you to point to other homes that are getting the product from you. Also stand to the side where the customer can easily see your logo on your shirt. This will establish more credibility. After your initial door approach in this position, feel free to move around. Face the open space of the entryway, not the wall. four seconds can give your customer a negative impression of you. Use your eyes to communicate to the customer that you are honest and straightforward. Will start to nod their head as well.

Other Helpful Tips:

When you want to get closer to the customer, show a visual aid to the customer. This will get the customer’s attention and build his or her trust in you. Also if your customer has his or her arms folded, it means their mind is closed to what you are saying (asking). To overcome this obstacle give them something they can hold, like a slick, to get arms unfolded. This will unfold their mind as well. Use a click-pen to help regain the customer’s attention when they get distracted.

Things to Avoid:

Take oﬀ your jewelry. Be clean. Shave. Don’t chew gum or wear sunglasses. Act your part. Also avoid any nervous movements such as shifty eyes, shuﬄing your feet around, talking loudly, and being timid.

Doing this will be sure to lose customers' attention. If you talk too fast the customer will think you are just another salesman coming to their door. Remember: someone who has confidence in his or her message has no need in talking loud or fast.Your pace should be that of a regular low-key conversation. This will give you more credibility in your customer’s eyes. Sometimes when reps get nervous, they will start speaking faster. Avoid this at all times. Concentrate on speaking softer and slowing down when you speak.

Tuning In:

Tune in to your customers communication channel. This means, if your customer comes to the door and speaks in a whispering voice, you need to whisper right back to them. If the customer comes to the door with a loud voice, be loud back to them (unless they are speaking through a door, then you’ll want to be quiet to beckon them to come outside and listen). This technique will do wonders for you in other aspects of relationships.

Para Verbal

Pitch:

The first words out of your mouth draw an image in the mind of the customer by the way your voice sounds. The pitch is the highness or lowness of your voice.

The pitch of your voice will associate you with a certain personality trait. For example, a deep resonant voice is associated with dependability (think of the guy in all the All State commercials), whereas a flat, monotone voice is associated with a boring person (think of Ben Stein “Bueller....Bueller....”) Use your voice to draw the image you want the customer to see. Proper pitch is also important to the meaning of what you say. Without changing the words, say the sentence, “I feel fine,” out loud. Now use the pitch of your voice to communicate that you are happy, sad, angry, or scared. Try it again as a straight statement, then as a question. Just by altering the pitch of your voice, you can say the same thing in many different ways. In sales, you need to use the pitch of your voice to communicate that you are confident and dependable.

High pitch in sales typically suggests excitement, energy, enthusiasm, and urgency. It is often used by salespeople to grab the attention of potential customers, create a sense of urgency, and convey the importance of the product or service being offered. However, it is important for salespeople to strike a balance and not come across as too aggressive or pushy.

Low pitch in sales typically refers to a more relaxed and conversational approach in the sales process. This may involve speaking in a softer tone, using less aggressive language, and taking a more laid-back attitude towards closing the deal. Low pitch sales strategies are often used to build rapport with the customer, create a more comfortable buying environment, and avoid coming across as pushy or aggressive.

A common mistake is singing your approach. This is usually done in a rhythmic pattern. “Hello, my name is John/Judy...(pitch goes up) I am with Aveyo...(pitch goes up). I have a new program...(pitch goes up).” The pitch used in this approach is consistent in the pitch used to ask a question. This tells a customer that you are questioning yourself and that you are not knowledgeable or confident. Record or have a friend listen to your approach. This will help you identify and fix any problems with the pitch of your voice.

Speed:

Closely related to volume, speed plays an important role in para-verbal communication. Those same intrusive salesmen that talk loudly will usually talk very fast. To avoid the salesman stereotypes, slow down.‍

Rookie reps typically talk too fast. They feel that the customer wants all of the information they have to offer. Talking fast always turns a customer off. If you talk fast, you will set off all kinds of alarms in a customer’s mind, saying, “Warning – They are selling something!”

Your speed should be at the pace that you would have regular, relaxed conversations. Such a pace lends to your credibility and will be contrary to the loud intrusive salesmen. When nervous, people tend to speak faster than they think. So concentrate and slow down, especially during the first few weeks of the summer.

Tonality:

Tonality is how your voice sounds when talking with customers. It is the quality of your voice. It is a powerful tool in sales that goes beyond the actual words spoken. It influences emotions, builds connections, and contributes to the overall effectiveness of your communication. Being mindful of your tonality and adapting it appropriately to different situations can significantly enhance your success in sales.

Closing Techniques:

During the closing phase, using a confident and assured tonality can contribute to the prospect's decision making process. It helps convey that you believe in the value

When addressing objections, maintaining a calm and reassuring tonality is essential. It helps to diffuse tension and communicates that you are open to addressing concerns without being confrontational.

Your tonality during listening phases is equally important. Responding with appropriate sounds and expressions conveys attentiveness and engagement, making the prospect feel heard and understood.

Using variations in pitch, volume, or pace to emphasize important information can help ensure that key points stand out. This can enhance the prospect's understanding and retention of crucial details.

Pausing:

Do not be afraid of silence. Pauses will help you slow down and will incite action from customers. The top reps all talk slowly and insert pauses. It is a natural reaction to avoid silence, however, silence is a powerful communication tool. Pauses force the customer to make a decision and indicate when it is time to respond. Insert pauses after a closing statement or question. This tells customers that you are not afraid of your message and that you are willing to wait for their answer

Remember, the person who talks first in the silence game loses. Good reps will be secure about their message and utilize timely moments of silence.

When you pause it draws the customer in and makes them feel as though the previous statement was of importance. It’s also important because it allows you to break up the conversation so that the customer can digest what you’re saying.

Volume:

Volume is the loudness or softness of your voice A recent advertisement for a new TV displayed a feature called the smart button. This feature adjusts the volume, keeping the viewer from being hassled by commercials that are louder than the normal volume. So, when a loud commercial comes on, the TV automatically adjusts the volume, keeping the intrusive noise of an obnoxious commercial from assaulting the viewer. Customers that you meet on the doors have a built in “smart button.” To keep customers from thinking that they need to use their smart button, adjust the volume of your voice.

Stereotypical salesmen are loud and intrusive. Think of a salesman that fits this description. Was he loud? When you are in your office conducting business, you rarely need to raise the volume of your voice to communicate. Someone who is confident in his or her message has no need to speak loudly. When talking to a customer, speak softly. This forces customers to pay attention. They become more interested in what you are saying and this allows you to control the conversation. Also, this shows that you have confidence in your message and illustrates your knowledge.