Even though most of the sales emails I get are horrible and not relevant, this one was different.
The cold outreach email arrived with the right message at the right time.
I was actually in the market for, and evaluating a marketing software solution to complement my campaigns at the time.
After a couple of back and forth messages with a sales rep, we set up a time for a call and a brief demo. I was really looking forward to it as my need was somewhat urgent,
I was going to buy a solution, and this one seemed to be better than the others, based on what I saw.
Within two minutes of being on the call with the rep, I decided I would not go with them.
It wasn't anything about the software itself that he talked about.
It was the WAY in which he spoke about it. Actually, it was just his delivery.
Unconfident, hesitant tone.
“Upspeak" at the end of sentences.
I quit counting his "you know's" at six (in just two minutes).
After every fifth word or so, he used "um" or "uh." (I lost count of those entirely.)
Last week I wrote about judging people. In just two minutes on the phone with this guy, I had judged him to be:
-unconfident in himself and his product
-not very well-versed in his product
-not a good salesperson
-not very educated
-a bit immature
-perhaps a bit sloppy with his attention to detail
-probably an LA Dodger fan (OK, maybe not, but I'm making a point here)
Now, was it right or fair for me to make those harsh assessments? I don't know. (THAT itself is a judgment.)
Were they accurate? Again I don't know. Maybe, maybe not.
Would my junior high kids, years ago, have jumped all over me for thinking those things? Undoubtedly. I can even hear them now.
Thing is, none of that matters.
What matters is that the judgments WERE made, and the decision followed.
And your prospects and customers... and actually ANYONE you speak with... are all making those assessments of you, too.
Potentially scary thought, I agree. Because you don’t get to opt-out of being judged. You can choose to ignore it… but it is still happening.
The good news is, however you sound right now, and whatever impressions people are forming and creating in their mind about you... that can be changed and improved.
It’s a lot easier to change the way you sound, than the way you look. That’s for another type of newsletter… anyway…
Today’s Big Lesson is about you being judged in the most favorable way when you speak.
THE BIG LESSON: You're Leaking Uncertainty Through Your Words
Let’s go back to that call I told you about.
That rep didn’t lose me because of his product.
He lost me because of how he sounded.
And here’s the part he had no idea about.
He sounded unsure… in almost every sentence.
Not intentionally. Not consciously.
Consistently. And I felt it immediately.
That’s how this works.
Your prospect isn’t analyzing your tone.
They’re reacting to it.
And what they’re reacting to is this:
You don’t sound confident. You sound like you’re figuring it out as you go.
Now, let’s look at how that shows up.
Not as a checklist.
As signals.
Filler words
“Um.” “Uh.” “Like.”
Those aren’t just pauses.
They’re signals:
“I’m not sure what comes next.”
👉 The move here: replace filler with silence.
A short pause sounds confident. Fillers sound uncertain.
Permission-seeking language
“You know…” “Right?”
Every one of these is a small ask for agreement.
Before you’ve earned it.
👉 What to do instead: say it… and shut up.
Let it land. The silence does the work.
Upspeak?
Statements that sound like questions.
“Hi, this is Art with Smart Calling?”
That’s uncertainty.
You’re not asking who you are. You should know that.
You’re telling them.
Or you should be.
👉 Here’s the adjustment: let your voice fall at the end.
Period. Not question mark.
Too-casual language
“You guyses…” “Totally…” “For sure…”
There’s a difference between being conversational…and sounding like you’re texting with your friends.
👉 The standard: speak like you would in a professional meeting.
Relaxed… but intentional.
Now here’s the problem.
Most people hear this and think:
“Okay… I’ll just try to stop saying ‘um.’”
If only it were that easy.
Because these habits are unconscious.
You don’t hear them while you’re doing them.
Which means you can’t fix them by trying harder.
That’s why that rep never had a chance. He probably had no idea he was doing any of it.
He might have known his product cold. He might have been a great guy.
Didn’t matter.
Because in two minutes I had already decided “no.”
And your prospects are doing the exact same thing to you.
On every call.
So here’s what I want you to do today.
Record your next call.
Just the first 20 seconds.
Then listen back and do one thing:
Listen to how you sound. (Not the words.)
And this time…
listen specifically for those four signals.
Most people are surprised. Not because they’re bad. Because there’s a gap between how they think they sound…
and how they actually sound.
And that’s the gap we’re going to close.
Because Thursday…
I’m going to release something that I’ve been working on specifically to fix this.
Project Authority, Trust and Confidence Through Your Tone and Presence
A focused training on how to sound calm, credible, and in control in the first 20 seconds.
Not by faking confidence.
By understanding exactly what creates it, and how to use it.
There’s no shortage of training out there about things to say.
What’s missing, and actually most important, is HOW to say them. That’s what I have for you, so you can be judged as the person you want them to perceive you to be.
Watch your inbox Thursday.
I’ll send you the details… and a way to be one of the first in.
Asking “Why?” Without Sounding Argumentative
“Why?” is one of the most powerful questions you can ask.
But say it the wrong way… and it can shut a conversation down instantly, as if you are attacking someone’s thinking.
Try this.
Say “why?” with genuine curiosity… stretch the “wh” slightly… and let your tone rise at the end.
Now say it flat. Direct. A little sharp.
Big difference, right?
Same word.
Very different impact.
If you’d rather avoid the risk altogether, use:
“What led to that decision?”
“How did you arrive at that?”
Same information.
Zero threat.
Be Careful With Grandiloquent Words (Like that One)
Be aware of your audience.
Using big, impressive words might make you feel smart, but it can slow the other person down.
Sales Manager, Joe Barlow tells his reps:
If you do use a word that’s above someone’s everyday vocabulary… pause after you say it.
Why?
Because they might get stuck on the word…
and stop listening to your message.
If they are trying to figure out the meaning of your word, they are not focused on your big message.
When in doubt… don’t use it. Clear beats clever every time.
It’s Not a Buying Reason… Until You Hear This
Some reps hear a prospect say:
“We’ll probably upgrade our CRM this year.”
And they jump straight into a presentation.
Big mistake.
A more effective rep keeps asking questions.
They might uncover something like:
“Our team’s grown… things are getting a little messy. It’s not a big deal, but we’ll probably look at something down the road.”
Now what do most reps do?
They start pitching.
Still a mistake.
Because this isn’t a real problem yet.
It’s an observation.
A mild inconvenience.
Maybe even just a passing thought.
A problem only becomes a buying reason when the prospect clearly sees a need to fix it.
Until then…
You’re not solving anything.
You’re just talking.
“I bought Art’s First 20 Seconds formula because I had almost no sales experience and needed to start selling for my startup. His Smart Calling process taught me in a couple of hours what would’ve taken me months or years. And his AI prompt built on his expertise gave me great results.”
That’s what Jon West said about the new, First 20 Seconds masterclass, where you, too, can build your own interest-creating opening and voice mail. And avoid the mistakes that get sales reps shot down right away.
See complete details for yourself, and get instant access at http://First20Seconds.com
Go make it your best week ever!
