Ever feel like you’re slipping into “sales mode” the moment you’re on a call or about to pitch? I know I have. There was a time when I thought that’s what it took to be successful in sales: sounding polished, professional, and yes, even rehearsed. But after a few years—and more rejections than I’d like to admit—I realized that all my “sales voice” really did was make me sound like every other sales rep out there. And if I’m being honest, it felt inauthentic.
Why the Sales Voice Doesn’t Work
You know the sales voice I’m talking about—the kind that turns a perfectly relatable person into a super-polished pitch machine. It often sounds overly enthusiastic, a bit stiff, and, dare I say, fake. It’s the “Hi there! How are you doing today?” with a tone that sounds more like it belongs in a commercial than in an actual conversation.
When I first started out, I’d use that voice thinking it sounded “professional.” I thought, This will show I know what I’m talking about. But what I didn’t realize was that clients don’t want someone to “sell” them something—they want someone who will help them solve a problem. And the overly polished voice wasn’t helping me connect or build trust; in fact, it was doing the opposite. Clients could sense the formality, and it put distance between us.
That’s when I had my breakthrough moment. A prospect once told me on a call, “Listen, I like you, but can we just talk like people?” I was taken aback, but it was exactly what I needed to hear. I let go of the script, dropped the formalities, and just had a real conversation with him. And guess what? I made the sale. More importantly, I started to enjoy my calls. I stopped trying to be what I thought a “salesperson” was supposed to be and just showed up as myself.
Why Clients Crave Authenticity
We’ve all been on the receiving end of a hard pitch, and let’s face it—it’s uncomfortable. Whether it’s a car salesperson or someone calling you up about a service, there’s a big difference between someone who sounds like they’re talking to you versus at you. Clients know when someone’s being real with them, and they also know when someone’s putting on a show. Authenticity builds trust, while a sales voice raises suspicion.
When you’re real, you’re relatable. And when you’re relatable, clients are more likely to open up about their actual needs, which allows you to better tailor your solution. Authenticity makes your pitch feel less like a transaction and more like a conversation. And believe it or not, clients want conversations, not pitches.
What Authenticity Actually Sounds Like
Now, this doesn’t mean you should be overly casual or unprofessional, but there’s a fine line. Here’s what I learned about sounding authentic without sacrificing credibility:
- Be Conversational, Not Formal: Drop the robotic phrases like “How are you today?” and use something more natural, like “Hey [prospect’s name], how’s your week going?” That small change makes a big difference. Clients don’t want to feel like they’re just a name on a list. They want to feel seen and heard.
- Sound Like Yourself: Don’t try to adopt someone else’s style or tone. If you’re naturally upbeat, let that shine through. If you’re more laid-back, own it. When I stopped trying to sound like the “perfect salesperson” and started sounding like, well, me, my conversations went smoother, and my clients responded better.
- Keep It Real with Your Language: There’s no need to pack every sentence with industry jargon or “value-packed” phrases. A simple “I thought you might find this helpful” goes further than “I’d like to offer you a value-driven solution.” If you wouldn’t say it in a regular conversation, don’t say it in a sales call.
- Embrace Imperfections: Clients appreciate it when they can sense you’re human. I once flubbed a line on a call and instinctively laughed at myself, saying, “Wow, that didn’t come out right. Let me try that again.” The client laughed too, and it broke the ice. It made me more relatable, and it reminded both of us that this was just a conversation, not a performance.
Putting Authenticity into Practice
When I finally committed to leaving behind my “sales voice” for good, it was a game-changer. The trickiest part was trusting that being genuine would still close deals—but it turns out it actually closed more.
Here’s what helped me apply authenticity in a way that got results:
- Use Their Name Early On: It’s simple, but it makes the conversation feel personal from the start. I’d always start by saying their name and something specific to them: “Hey, Jen, I noticed you’ve been expanding in [industry area].”
- Listen Like a Friend: This was probably the hardest shift for me but also the most effective. Instead of jumping in with a solution, I focused on listening to understand, not just to respond. It’s amazing how much clients open up when they feel heard. And when you’re really listening, you’re more likely to pick up on the small details that can help tailor your solution even better.
- Be Upfront About What You Don’t Know: If there’s something I’m unsure about, I admit it. Saying, “You know, that’s a great question. I’ll have to check with my team and get back to you on that” is far better than fumbling through an answer. Clients respect honesty and feel more confident in your integrity.
Examples of Authenticity in Action
Let’s look at a couple of scenarios where choosing authenticity can make all the difference.
Scenario 1: The Intro Imagine you’re calling a new prospect. You could start with the usual, “Hi, this is [your name] from [company], and I’m reaching out to discuss…” Or, you could try something more natural: “Hey [prospect’s name], this is [your name] from [company]. I’ve been following the work you’ve been doing with [relevant info], and I think we might have something that could make a real difference for you.”
By focusing on their work and expressing genuine interest, you’re starting a conversation rather than pitching from the get-go.
Scenario 2: Handling Objections Maybe you get some pushback on price. Instead of jumping to justify it with scripted answers, lean into the honesty: “I get it, [prospect’s name]. Budget’s tight, and the last thing you need is another expense. That’s why I want to make sure that what we’re offering is truly going to be a win for you. Let’s talk about what would make it worth it on your end.”
This approach shows you’re not just there to make a sale; you’re there to add real value in a way that works for them.
The Real Impact of Staying Real
When you let go of the sales voice and embrace your authentic self, you’re sending a powerful message: you’re here to connect, help, and listen—not just to sell. And that’s exactly what clients need from a partner. In a world where people are bombarded by sales calls and pitches, being genuine and human can be your greatest differentiator.
The best part? Being yourself is a lot easier than trying to keep up a “sales persona.” You’ll feel more comfortable, and that comfort translates into confidence—a trait that, in itself, helps close deals. So if you’re feeling like you have to put on a different hat every time you make a call, try letting that go. Show up as you are, and let the real conversations flow.
