How to Achieve a Unique Sales Voice

Here are four ways social selling can help you build your own unique voice to establish credibility, break through the clutter, and increase sales potential.

October 27, 2014


There are numerous reality singing competitions, but NBC's “The Voice” has achieved a following through its clever format of blind auditions. The singer's voice is all that matters in the initial rounds, where judges choose their teams solely based on vocal performance.

To put it in a sales context, this is essentially a cold introduction between the judge and contestant. The first impression that the contestant delivers will determine whether or not they advance.

Contestants who experience the most success have an excellent voice, but they also have a unique style that separates them from the others who step up to the microphone.

In sales, we see a similar situation. Your potential buyer is inundated with calls, messages, and product / service information. How can you break through the clutter and get them to turn their chair around for you?

While blind auditions might work on “The Voice,” their success rate is much lower in the sales world. Cold calling continues to fade into the background and where social selling steps into the spotlight.

With social selling, you can build a unique sales voice well in advance of the “audition” and ensure that your prospects will be on the edge of their seats when the time comes to make that first connection.

Here are four ways you can use social selling to build a sales voice that resonates:

 1. ‘Wow’ them early on 

In “The Voice,” auditions are only 90 seconds long. That is not a lot of time to convince the judges to hit their button.

When writing a LinkedIn InMail, take the same approach. Wow them early or risk being forgotten. You must be clear and concise, yet memorable. If you include intriguing and relevant insights about their industry, you will more likely create a strong connection and move on to the next round.

 2. Make it your own 

There’s always an artist that sounds exactly like the original. That might be fine for a cover band, but bad for showcasing unique, individual talent.

It may be tempting to take content straight from your event material, website, or even marketing campaigns. Doing so, however, does not demonstrate your ability to cater to the audience and deliver an original performance.

Leverage your company information and then customize it for the prospect by adding key industry information, ways you can solve their unique problems, and other insights directly from your experience.

3. Seek feedback from your coaches

In “The Voice,” the contestants are mentored by the judges and gain valuable insights and feedback that help shape their success.

You, too, can gain important feedback by simply asking for it. Check with your manager or colleagues to see what they think about the content you share, your posts, and how you leverage insights.

Have them review a few of your InMails before sending to see if they have ideas on how you can further customize the message and move the prospect along in the buyer’s journey.

4. Understand your skills and leverage them

Some singers are best suited for country, others for pop. Knowing this early on and playing to their strengths can prove very useful when it comes time for audience voting.

As a salesperson, you are constantly catering to an audience. Perhaps you are best at interacting with broader audiences through social media posts, or maybe you find more success through targeting specific groups, or by sending InMail messages to individual contacts.

Identify what works for you and leverage it. Content that plays to your strengths and is personalized to the customer will help you secure audience votes.

Using social media is a powerful way to develop your own personal brand. So warm up those vocal cords and start nurturing your social selling voice. Find your style — and own it with confidence. Before you know it, your prospects will be singing your praises.