Effective tonality according to the theory

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Communicating with enthusiasm and energy can capture the customer's attention and increase their commitment to the product or service. By showing enthusiasm, you also show your passion and conviction for what you are selling, which can increase the customer's trust in you and your offering.

Example: An exercise equipment salesperson can use enthusiasm to convince a potential customer to invest in a gym membership. The salesperson might say, "I'm so excited to tell you about our gym! We have the latest machines and the best exercise program to help you reach your fitness goals. I can't wait to show you how great it is to work out at U.S!"


Communicating with empathy means that you show understanding and compassion for the customer's needs, concerns and wishes. By listening actively and showing that you care about the customer's situation, you can build a stronger relationship and increase their trust in you as a seller.

Example: An insurance salesperson can use empathy to understand and address a potential customer's concerns about financial stability. The salesperson might say, "I understand that thinking about financial security can be overwhelming, but I'm here to help. We can tailor an insurance plan that fits your exact needs and gives you security for the future."


Communicating with authority means you exude confidence, professionalism and knowledge in your field. By showing that you are an authority in your industry, you can increase the customer's confidence in you and your offering and convince them that you are the best person to help them.

Example: An IT consultant can use authority to convince a potential client that their company needs to upgrade its data network infrastructure. The consultant can say: "With my 10 years of experience in the IT industry, I have seen how important it is for companies to have a reliable and efficient network infrastructure. I can guarantee that our solution will improve your business at all levels."


Communicating with urgency means you create a sense of urgency or importance around the purchase decision. By emphasizing limited-time offers or potential losses if the customer doesn't act quickly, you can increase their motivation to make a decision.

Example: A real estate agent can use urgency to convince a potential buyer to make a decision to buy a house. The realtor might say, "This house is a real bargain and I expect it to go very quickly. We already have several other interested buyers. If you are interested, you need to act fast to secure this great offer."


Communicating truthfully means being honest, transparent and credible in your conversation with the customer. By being open about the product or service, including its benefits and potential limitations, you can build trust and convince the customer that you are a reliable partner.

Example: A financial advisor can use honesty to build trust with a potential client when discussing investment options. The advisor may say, "I want to be completely transparent with you as we discuss these investment options. There is always a degree of risk with any investment, and it is important that you are aware of this. We will work together to find that best strategy that fits your risk tolerance and long-term goals."