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How to Perfectly Tailor Your Calls to Each Buyer

5 min read
Updated Aug. 25, 2021
Published Jul. 21, 2017

The way you speak and act on the phone changes depending on who you are speaking to. If you’re calling your mother versus a friend versus a co-worker, your call tone and demeanor adjust to fit the person on the other end. Which makes sense, right? Tailoring your tone makes each of those people feel comfortable and connected to you.

This exact same methodology needs to be applied in your sales calls.

While product fit and value hold a lot of sway over whether a deal closes, making a prospect feel a sense of comfort and connection can be just as important to your sale. Fortunately, there are a number of tools that can give you the insights you need when connecting with different personality types. Tools like Crystal or our latest ebook shed light on common sales personalities, including their communication style, and how to close a deal with each of them.

Once all of that personality intel is gathered, you can put it into practice and tailor your communication to each buyer personality that will ultimately close more deals. You can start by concentrating on the following three areas for perfect sales calls.

Set the Tone to Build Trust

There’s no question that first impressions are important. When you are making sales calls, that first impression is determined by your tone of voice. Your prospect can pick up whether your voice is energetic, bland, or aggressive. A study by Dr Mehrabian investigated the impact when words and other communication were not consistent. Findings showed that only 7% of the message people received was dependent on the actual words you use. So, as a modern sales rep who wants to initiate a business relationship rather than a monotonous sales pitch, your tone of voice should be friendly and pleasant from the very start.

Alright, so tone is important. What can you do to make sure your tone is as even and calm as possible. There are a few easy fixes:

Breathe Deeply: Many people don’t realize how shallow they breathe, which can make the voice sound harsh or rushed.

Smile: A classic sales tip. You automatically warm up the tone of your voice when you smile, so keep a mirror at your desk to force yourself to smile more.

Record Yourself: It’s painful and uncomfortable, but it’s the best way to hear what your tone really sounds like.

Drink More Water: Yup, it really is the cure to everything. Especially if you’re on the phone all day, you need to keep the vocal cords lubricated.

Once you’ve got your tone nailed down, you can move from how you say it to what you actually say.

Focus on the Prospect

Some sales reps may think that the primary focus for sales calls is to move the sales cycle forward or to make a deal. But I’m going to make this really simple.

The primary focus of every single sales call is your prospect.

The prospect’s needs, wants, and questions regarding your product or service will be the driving point for all conversations. So when you are planning out your sales call, keep the prospect in mind. Prepare the right questions to uncover problems their company is experiencing. Listen more than you speak. According to, top performing sales reps have a talk-to-listen ratio of 46:54. When you allow the prospect to talk for more than half of the call you will better understand their side of the story. Then you can continue to cater your sales process specifically to their needs.

By keeping the focus on the prospect you show that you care about their company and the partnership you develop with them. Again, you are creating that comfortable connection that will, in turn, keep your business relationship growing.

Mirror Formality

When you are on a sales call, some prospects value professionalism above all else. Some may think that friendly beats formal. But if you enter a sales conversation with someone who prefers to keep things formal versus someone who prefers a nonchalant manner, you may disrupt a possible connection before it even starts. So when you are speaking with a different prospect and trying to build a connection, remember to be as formal as they are.

Mimicking your prospect’s formality isn’t just about being polite. Research shows that mirroring a person’s vocal pitch and behaviors actually builds rapport. When you match a prospect’s formal nature you create an additional way of understanding that person’s needs and viewpoints. By connecting with your prospect’s formal behaviors, you can decide how to best tackle additional sales conversations whether that includes casual conversations or direct incentives within your sales cycle.

Making call connections as a sales rep is hard enough. So once you get a hold of a prospect, you want to be sure you are aligned with them from the second they say “hey” (or “hello” if they are more formal). Adapting to the specific person you are reaching out to increases the chances of making calls and business connections happen.

It’s time to start winning deals and influencing prospects with a firm understanding of personality-based selling. Download the free ebook today!