1 CMORMRA Voice Control Workshop Copyright 2007 CMOR

1 CMOR-MRA Voice Control Workshop Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

2 Workshop Goals • Capture their attention by using your voice to it’s fullest potential. • Convert their reluctance by building rapport and trust. • Convince them of the importance of their participation. • Complete the survey. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

3 Workshop Benefits • Lower Initial Refusal Rates. • More refusal conversions. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

4 Samples Listen, sound can make a difference… Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

5 Samples Listen, sound can make a difference… Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

6 Samples How did the different music make you feel? Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

7 Samples • Your voice can make people feel and think in different ways. • Most telephone communication is not what you say but how you say it. • In this workshop we will explore how voice affects telephone communication. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

8 Samples • At the introduction to the survey you may only have a chance to say a few words. • How you sound when you say those words may make the difference between participation or refusal. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

9 The First Seconds Count • A Government funded study showed 40 percent of refusals occurred in the first two sentences of the introduction. • 90 percent of refusals occurred before the first data question. Oskenberg and Cannell (1988) Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

10 Importance of Vocal Skills • To be a successful Interviewer you must learn to use your voice to it’s fullest potential. • The following vocal skills will help you develop your voice. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

11 Golden Rules of Phone Conversation • • Speak pleasantly and naturally. Speak clearly. Speak in a voice that is not too loud or soft. Speak with inflection. Vary the speed. Emphasize highlighted words. Alternate between high and low tones. Smile and sit up straight. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

12 How Can All Of The Golden Rules Be Achieved? Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

13 Your coach will help by evaluating the following vocal skills • • • Speed / Pace Modulation / Tone Volume Enunciation Energy / Enthusiasm Inflection Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

14 Speed / Pace • Matching your pace with the respondent is very important to keep them engaged and comfortable with the survey process. • At what rate of speed do you normally speak? Be flexible and ready to match your pace with the respondent’s. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

15 Very Fast Pace “Hello this is National Research calling. We are doing a survey in your local area about your shopping choices. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

16 Very Fast Pace • May make you sound like a telemarketer. • Cause the respondent to misunderstand what you are saying. • You may have to repeat your statements and risk irritating the respondent. • The respondent may choose not to participate. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

17 Very Slow Pace “Hello this is National Research calling. We are doing a survey in your local area about your shopping choices. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

18 Slow Pace • Makes you sound tired and uninterested. • Makes you sound timid or unsure. • A faster speaking respondent may become irritated. • The respondent may interrupt more. • The respondent may lose interest and hang up. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

19 Proper Pace “Hello this is National Research calling. We are doing a survey in your local area about your shopping choices. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

20 Proper Pace • Be flexible, listen to how your respondent sounds. • Match your pace with that of the respondent. Pacing evenly with the respondent will bring the most success. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

21 Monotone “Our research allows you to share your opinions on goods and services you use in the market place. This is your opportunity to make a difference in what is offered in your area. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

22 Danger of Monotone • A monotone voice means not varying your tone or pace. • It is difficult to understand a person speaking in monotone. • When speaking in monotone you sound bored. The risk is the respondent will become bored also. • When respondents lose interest there is a good chance they will not participate in the survey. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

23 Monotone Can Lead to Sounding Like a Robot • The respondent may think you are insincere. • You may not be able to build trust and rapport. • Your respondent may become bored and hang up. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

24 False / Exaggerated “By sharing your opinions in our survey you can influence what products will be offered in your area! This is your chance to represent thousands!” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

25 Sounding Exaggerated /False • Using a fake accent. • Emphasizing inappropriate words. • Excessive changing of your voice from low to high tones. • Sounds harsh and may irritate the respondent. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

26 Sounding Exaggerated /False • Sounding too enthusiastic will come across as unprofessional and insincere. Sounding this way will cause the respondent to not take the interviewer or the survey seriously. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

27 Sounding Exaggerated /False • Emphasizing the wrong words can change the meaning of the questions. • You may sound insincere. • The respondent may lose trust in the survey. • The respondent may become offended and not participate. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

28 Proper Modulation “Our research allows you to share your opinions on goods and services you use in the market place. This is your opportunity to make a difference in what is offered in your area. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

29 Inflection • It is important to understand what words to emphasize when reading a question. • Different messages can be sent with the same set of words. • The words you choose to emphasize may make the difference between refusal and cooperation. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

30 Inflection Say the following statements emphasizing words in CAPS and see how the meaning changes: • “This is YOUR opportunity to make a DIFFERENCE in what is offered in YOUR area. • “THIS is your opportunity to MAKE a difference in what is OFFERED in your area. • “This IS your OPPORTUNITY to make a difference in what is offered in your AREA. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

31 Inflection Try the previous exercise again with the following statements. Place emphasis on different words in the sentence until you find the inflection that best conveys your message. • “We are not selling anything. This is your chance to express your opinions. ” • “Your participation is important as you will represent thousands in your area. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

32 Emphasize Key Words Emphasizing bold or highlighted words will… • Help the respondent understand the question. • Add meaning to the sentences. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

33 Sound Natural / Conversational “By sharing your opinions in our survey you can influence what products will be offered in your area. This is your chance to represent thousands. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

34 Sound Conversational • Imagine you are speaking to the respondent in person. • Put a “smile” in your voice. • Sound interested in what you are doing. • Avoid sounding like you are reading from a script. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

35 Unclear Speech “I would like to answer any concerns you have, but first, please be assured that this is a survey research call and I’m not trying to sell you anything. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

36 Unclear Speech Happens When… • Too fast a pace causes your words to run together. • Speaking in monotone makes your words hard to understand. • You mispronounce words. • You mumble words. • You stress the wrong words and confuse the meaning of the questions. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

37 Proper Enunciation “I would like to answer any concerns you have, but first, please be assured that this is a survey research call and I’m not trying to sell you anything. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

38 Enunciation • Speaking clearly will help the survey go smoothly. • Your voice will be more pleasant to hear. • The respondent will understand the questions and give valid answers. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

39 Volume Be aware of how loud or soft you sound. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

40 Too Loud “Hello, I am calling from National Research. We are a national survey research company. This is not an attempt to get you to buy anything. We need your help on a short study in your area. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

41 Too Loud • Speaking too loudly may irritate your respondent. • You may sound harsh and aggressive. • The respondent may become angry and defensive. • The respondent may become intimidated and hang up. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

42 Too Soft “Hello, I am calling from National Research. We are a national survey research company. This is not an attempt to get you to buy anything. We need your help on a short study in your area. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

43 Too Soft • Speaking too softly will convey insecurity. • You may sound passive and unconvincing. • You may sound unsure of yourself and of the importance of the survey. • You may not be able to build rapport. • The respondent may lose trust and refuse to participate. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

44 Proper Volume • Speak at a volume that is not too loud or too soft. • You will sound confident and professional. • You will build rapport and trust. • You will be more persuasive and convert more refusals. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

45 Hard of Hearing • Be aware of your respondent’s needs. • A respondent who is hard of hearing will need you to speak at a louder volume. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

46 Pauses will convey different meanings. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

47 Frequent Pauses “By participating in this survey you are part of a select group. You will represent thousands of people in your area. This is your chance to make your opinions count. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

48 Frequent Pauses • Frequent short pauses show nervousness. • You may sound unsure of yourself and the survey. • The respondent may lose confidence and hang up. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

49 Pregnant Pauses “By participating in this survey you are part of a select group. You will represent thousands of people in your area. This is your chance to make your opinions count. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

50 Pregnant Pauses • Long “pregnant pauses” will make the respondent feel uneasy and not trust your knowledge of the survey process. • You may sound false and insincere and irritate the respondent. • A long pause might lead the respondent to think it’s over and hang up. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

51 Silence when needed • Pause at the right times, such as when a respondent is trying to decide on an answer to a survey question. • Fluid delivery of the survey conveys professionalism and confidence. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

52 Energy Level Your energy level will communicate different messages to the respondent… Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

53 Low Energy “Good evening, I am calling for National Research. We are doing a short survey in your area. This is your chance to make your opinions count and influence what is offered in your community. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

54 Low Energy • Too low an energy level will communicate boredom and disinterest. • The respondent may become bored and lose interest as well. This may lead to a refusal outcome. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

55 Too High Energy “Good evening, I am calling for National Research. We are doing a short survey in your area. This is your chance to make your opinions count and influence what is offered in your community. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

56 High Energy • Too much energy may offend the respondent. • You may sound false and insincere. • The respondent may think you are telemarketing. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

57 Appropriate Level of Energy “Good evening, I am calling for National Research. We are doing a short survey in your area. This is your chance to make your opinions count and influence what is offered in your community. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

58 Appropriate Level of Energy • An appropriate level of energy communicates interest in the survey and the respondent. • Energy will convey enthusiasm and give value to participation. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

59 Sound Fresh • You may say the same statements many times each night. Try to sound fresh each time and not like a recording. • You want your last interview to sound as energized as your first. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

60 Think Fresh • Think of each call as if you’re playing a role. • Every respondent is a new audience, and every call is a new opening night. • At the end of the call, your “applause” is the completed survey and rapport with the respondent. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

61 Coughing and Sneezing • Avoid coughing or sneezing while speaking with the respondent. • The respondent will find it unpleasant to listen to your coughing/sneezing and may hang up. • Use your mute or cover the receiver if you cannot prevent the cough or sneeze. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

62 Yawning • What is communicated when you hear a yawn? • How might you sound to the respondent? Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

63 Chewing • The respondent can hear you chewing gum or food of any kind. • Your words will be hard to understand. • Sounds unprofessional. • Sounding this way will irritate the respondent and will lead to hang ups. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

64 Importance of Active Listening Studies have shown that engaging in active listening is one of the key steps to gaining cooperation. Groves and Mc. Gonagle, 2001 Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

65 Listening is Not All Words… • All communication is received… but 70 -90% of the data is screened out or altered by the receiver. • What you say is not necessarily what the listener hears. Louisa Rogers, The Trusting Edge, Eureka, CA Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

Listen To How The Respondent Sounds 66 • Focus on the way your respondent is speaking. – How fast or slow? – How loud or soft? Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

67 Fake Accents • Trying to fake an accent can insult your respondent. • Fake accents can make your respondent feel like you are making fun of them. • This can lead to hang ups. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

68 Statements or Questions? • “Hello this is National Research calling? ” • “I understand your time is extremely valuable? ” • “We are not selling anything? ” • “The survey is short? ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

Making a Statement into a Question 69 • Respondents may misunderstand. • You may sound insincere. • You may sound unsure of what you are saying. • The respondent may lose trust and hang up. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

70 Your facial expression can make a difference. A smile can really be heard… Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

71 Try saying the following statements with a smile and then with a frown. What is different about how you sound? • Good evening this is National Research calling, we are doing a survey in your area. • You have been selected to represent thousands in your area. • This is your chance to express your preferences on products and services in your area. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

72 Posture How you ‘Sit’ is Important Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

73 Slumping Say the following slouched over… “Our research will benefit you by allowing you to voice your opinions on what you want to see in your local marketplace. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

74 Slumping over • When you slump in a chair you are pressing on your diaphragm. • The Diaphragm is where your lungs get the air power needed for speech. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

75 Slumping over • Without that air power, your voice sounds weak and tired. • Since no air is reaching your brain, your really do feel tired from lack of oxygen. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

76 Slumping over Sit up Straight… Say the same statement while sitting up straight… “Our research will benefit you by allowing you to voice your opinions on what you want to see in your local marketplace. ” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

77 Sit up Straight • Makes it easier to breath. • You will have more energy. • Your voice will sound clear and strong. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

78 Stress Effects Your Voice • Stress can make your voice sound tense or anxious. • When stressed your throat muscles stiffen, preventing your voice from sounding relaxed and conversational. • When under stress breathing exercises can help improve your vocal quality. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

79 Breathing Exercise Try this breathing exercise before beginning your phone calls to relax your throat and improve vocal quality: • Inhale deeply through your nose, and hold your breath for several seconds. Then slowly exhale through the mouth until your lungs have emptied. You will feel the muscles in your throat, neck and shoulders relax. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

80 Practice Makes Perfect A good speaking voice comes with practice… • Talk in front of a mirror to make sure your lips and mouth are moving. • Practice speaking with a smile on your face. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

81 Practice Makes Perfect • Use a tape recorder to hear how your voice sounds to others. • Call your own answering machine and leave a message normally intended for respondents. • Replay the message. Do you sound convincing and sincere? Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

82 Practice Makes Perfect • How you sound creates a picture of you for the respondent. • What “Voice Picture” do you create on the phone? Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

83 Combining Vocal Elements for Success Combinations of different vocal style elements create different “Voice Pictures” Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

84 To Sound: Use the Same Voice Skills Confident • Pace Matches Respondent’s Assertive • Natural Volume Professional • Varied Tone • Clear Enunciation • Proper Inflection • Quick to Respond Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

85 Using Your Voice as an Instrument Brings You Better Performance Remember good voice control will bring you… Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

86 Better Performance Leads To… • Recognition. • Advancement. • Increased pay or more incentives. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control

87 Better Performance Leads To… • Most important of all it just makes your life as an interviewer easier! • Respondents engage you, feel rapport, and want to cooperate so there is less conflict and struggle over refusals. Copyright 2007 CMOR- MRA Interviewer Training Modules Voice Control