Voice Marketing: The Psychology of Solving Marketing Tasks
A person always draws a psychological portrait of someone with whom he is involved in communication. This portrait is created from a wealth of data. A voice can tell a lot about a person. Sometimes it’s not so important what they say is much more important – how. According to P. Ekman, a leading specialist in lie recognition, words are one of the least reliable sources of information.
By the voice of the interlocutor, you can understand how he treats you, whether he is sincere, what his emotional state is. Communicating with a person, we can draw conclusions about his personal qualities and characteristics. You can even imagine the physical image of a stranger. Each of us does this every day and in different situations: at work, at home, in public places …
Having created the image, a person unconsciously relies on him in his decisions, behavior, and reactions.
Interest in the phenomenon of voice arose many centuries ago. So, in antiquity, the image of sirens appeared in Homer’s Odyssey; at a later stage, voice and speech skills in oratory schools in Ancient Greece and Rome gained importance. In medieval Italy, voice data was even entered into the passport.
However, the voice problem has not been scientifically investigated, because, unlike the visual, auditory perception is not leading to humans. And today, the voice of a person is a very complex and incompletely studied phenomenon.
There are similar voices, but not the same. Even imitators do not copy the voice itself, but only the manner of speaking. The experiments of Professor R. Farmann proved: you can make your own voice unrecognizable for only 3-5 words, then individual signs take their toll.
Each person’s voice is unique. There are factors that can reflect the individual characteristics of a person. And there are perceptual phenomena that make it possible to identify individual characteristics. The question is how adequately the perception of a person by his voice takes place!
Today, the main thing is cognition of individuality, and the formulation of the voice problem arises in the context of communication. The perception and construction of an adequate holistic image by voice is very important.
During communication, not only appearance, but also the inner world of the interlocutor is presented to a person. How does this happen? How does the identity of the other appear to an outside observer? How and on the basis of what is its image formed? These questions affect the fundamental problems of psychological science.
Voice formation is a complex system that is regulated both voluntarily and involuntarily, therefore it is impossible to fully control it.
The main function of speech movements is to convey meaning, and consciousness is predominantly occupied with this. Therefore, the unconscious and unrecognized components of voice formation clearly reflect the state and mood of a person. They can manifest themselves in fleeting changes, in swallowing movements, in too deep or, conversely, shallow breathing, in long pauses between words, etc. The voice is able to acquire a lot of shades – to be deaf, sonorous, hoarse, soft, trembling … Unconscious and unrecognized reactions can be very informative and, perhaps, the most effective in terms of the transmission of emotions in the process of communication.
Taking into account the unconscious and unrecognized components of speech is of great importance for a number of professions such as “man-man.”
An example of the use of voice in solving marketing problems
So, the specialists of one training center conducted an experiment in the framework of professional training for the operators of a large Moscow call-center.
The value of this experience is that the work of department specialists is carried out only by telephone, i.e. they are forced to focus only on the voice of their interlocutor.
Before the training, the indicators were as follows: for 3 months of work, approximately 300 operators on the project for the sale of drinking water made only 10 sales. The structure of the experiment.
56 operators took part in the business training. Within the framework of the corporate training center, a week-long training was held with them, in which skills were developed to build a psychological portrait of the interlocutor by voice. Operators had to learn from the first words of the client to determine his gender, approximate age, emotional state, various individual characteristics, needs, as well as strengths and weaknesses that could be influenced. Next, the operators carried out the usual presentation of the goods, using the modulation skills of their own voice, obtained earlier.
The result of the experiment was to be an increase in the number of sales.
According to the results of the training and two weeks of work on the project for the sale of water, the following statistical indicators were obtained: before the training, the effectiveness of more than 300 operators was 10 sales. After training, 56 operators made 25 sales.
To increase the operators’ productivity, the author’s innovative training methodology for teaching “psycho-voice resonance” was applied.