Renowned vocal coach Roger Love discusses how your voice can be a tool to close more sales

On the latest episode of Straight to the Point, host Frank J. Lopes is joined by Roger Love, world-renowned voice coach, speaker, and author. Lopes gets straight to the point by asking Love– Can your voice be a tool to close more sales?

Yes, Love says, and here’s why. When we communicate, people think that it’s a word-based system, but when we speak, the amygdala in our brain figures out what’s emotional and what’s not. The amygdala doesn’t think words are emotional. When customers are purchasing a car, the brain makes them believe there aren’t any emotions coming from you, and they don’t believe you. However, when the sound goes to the amygdala that is emotional, the amygdala then passes it on to the prefrontal cortex of the brain. The part of the brain that can decide how they feel about it. Love says salespeople have to learn how to make the sounds that are attached to the words if they want to move customers emotionally.

Love adds that a great communicator needs to be able to do three things:

  1. They have to open up their mouths and within seconds control the perceptions of the other people.
  2. They need to be able to move people emotionally.
  3. Lastly, good communicators have to be able to predetermine the outcome of the conversation.

This process is called mirroring. Salespeople have to, within seconds, make the customer feel connected. There are certain sounds that already have emotions attached to them like ascending scale, which means going upward in your voice. As well as a descending scale, which means going downward in your voice. You have to create a melody, which is one of the elements for sound, that shows people you are happy. Salesmen believe they are getting paid by the word, and they hardly take any space after the commas to be silent. Love says, you have to speak and get to a comma fast and then there has to be a pause so the customer can decide how they feel about your words.

Love says that everybody was born with an instrument and we have to learn how to play that instrument. Love has a simple system to show people how to make more captivating and emotional sounds. Then, Love recommends creating a voice that works for their life. The number one thing that makes a speaker successful is their ability to convince their listeners, that’s exactly how they wanted to sound.

To learn more about improving your voice, check out the Roger Love Voice of Success event, by visiting, and enter promo code FRANK at checkout for $200 off your registration fee.

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