When you’re cold calling, the tone of your voice is crucial. Especially in B2B calls, people often try to be “a professional salesperson”—even though nobody, neither you, nor me, nor anyone else, wants to speak to that kind of person.

Don’t optimize for "professionalism", optimize for high energy. Optimize for being the kind of person people want to talk to.

A high energy yet calm demeanor works fine. A high energy and infectious enthusiasm work fine too.

What doesn’t work is low energy.

If you don’t convey the value of what you’re offering on an emotional level, then you’re conveying that it has no value. Even if you say the right words, if you deliver them ineffectively, they fail to have an impact.

Part of being a great salesperson is being a great actor. Great actors don’t fake emotions. They trigger emotions, and so they can access and utilize them at will.

It’s not about faking enthusiasm, but about putting yourself in a high energy state where your genuine enthusiasm shines through.