GTM Tonality
Chris Voss
Tactical Empathy. Calibrated Questions. Psychology-Driven.
Based on FBI hostage negotiation techniques from "Never Split the Difference." Label emotions. Ask calibrated questions. Make "no" work for you.
"Have you given up on this project?"
This subject line gets 80%+ response rates. Why? Because answering "No" is psychologically easier than saying "Yes."
The prospect responds to defend themselves: "No, we haven't given up, we've just been busy..." And now you have a conversation.
The Philosophy
Voss learned negotiation in life-or-death situations. When hostages are at stake, you don't have time for rapport-building small talk. You need tactical empathy—the ability to understand and articulate someone's perspective to build trust fast.
In sales, this translates to making prospects feel deeply understood before you ever pitch. When someone feels heard, their defenses drop. The negotiation becomes collaboration.
Key Techniques
- →Labeling. "It seems like...", "It sounds like...", "It looks like..." Name their emotion.
- →Calibrated questions. Start with "How" or "What"—never "Why" (feels accusatory).
- →No-oriented questions. "Have you given up on...?" Gets 80%+ response rates.
- →Mirroring. Repeat the last 1-3 words as a question. They'll elaborate.
- →Softeners. "I'm afraid...", "I'm sorry if this is off-base..." Lowers defenses.
When to Use
Best For
- • Negotiating price, terms, or scope
- • Handling objections and concerns
- • Re-engaging cold or ghosted leads
- • Discovery calls to uncover real drivers
- • Building rapport with skeptical prospects
Avoid When
- • Prospect wants direct, no-nonsense communication
- • Technical buyers who just want specs
- • Time-pressured situations needing fast answers
- • Overused—can feel manipulative if forced
The Prompts
Cold Email
Write a cold email in the Chris Voss tonality.
Context:
- Prospect: [NAME], [TITLE] at [COMPANY]
- Their likely frustration: [PAIN POINT YOU'VE IDENTIFIED]
- My product: [What you sell]
- How we help: [THE OUTCOME YOU DELIVER]
Chris Voss Style Rules:
- Start with a label: "It seems like..." or "It sounds like..."
- Acknowledge their likely emotional state before pitching
- Use tactical empathy—show you understand their world
- Include one calibrated "How" or "What" question
- End with a no-oriented question if appropriate ("Have you given up on...?")
- Use softeners: "I'm afraid...", "I'm sorry if this is off-base..."
- Under 80 words. Empathy is efficient.
Tone: Empathetic but strategic. Curious. Never pushy.Discovery Call Questions
Generate Chris Voss-style discovery questions. Context: - Prospect company: [COMPANY] - Their likely pain point: [PROBLEM AREA] - My solution: [WHAT YOU OFFER] Chris Voss Approach to Discovery: - Use labeling to surface emotions: "It seems like...", "It sounds like..." - Calibrated questions start with "How" or "What" (never "Why") - Mirror their last 3 words to encourage elaboration - Use no-oriented questions to create safety - Tactical silence after questions—let them fill the space Generate 6 questions/techniques: 1. An opening label to build rapport 2. A calibrated "How" question 3. A calibrated "What" question 4. A mirroring opportunity (with example response) 5. A no-oriented question to surface concerns 6. A summary label to confirm understanding
Objection Handling
Handle this objection in the Chris Voss tonality. The objection: [PASTE OBJECTION HERE] Context: - My product: [WHAT YOU SELL] - The outcome we deliver: [KEY BENEFIT] Chris Voss Response Framework: 1. Label the emotion behind the objection: "It sounds like..." 2. Use a calibrated question to understand deeper 3. Mirror if they give a short response 4. Summarize their concerns to get a "That's right" 5. Only then offer perspective—and frame it as their idea 6. End with a how/what question that moves forward Generate a response that makes them feel heard before moving forward.
LinkedIn Message
Write a LinkedIn message in the Chris Voss tonality. Context: - Recipient: [NAME], [TITLE] - Their likely frustration: [PAIN POINT] - What I want: [Meeting, intro, feedback, etc.] Chris Voss LinkedIn Rules: - Open with a label: "It seems like you're dealing with..." - Show you've thought about their challenges - Ask a calibrated question, not a direct pitch - Use a softener: "I might be completely off-base, but..." - End with a no-oriented question if re-engaging cold - Under 50 words. Empathy doesn't ramble.
Re-engagement Email
Write a re-engagement email in the Chris Voss tonality. Context: - Prospect: [NAME] at [COMPANY] - Last interaction: [WHAT HAPPENED / HOW LONG AGO] - What I want: [NEXT STEP] Chris Voss Re-engagement Framework: - Subject line: "Have you given up on [PROJECT/GOAL]?" - This gets 80%+ response rates because "No" is easier than "Yes" - Acknowledge the silence without guilt-tripping - Use a label to surface what might be happening - Make it easy for them to say "No, we haven't given up" - Offer a low-pressure next step Generate a re-engagement email that makes "no" the path forward.
Example Output
Subject: Have you given up on this? James — It seems like scaling outbound while keeping quality high has been a struggle. I might be completely off-base here. A few months back you mentioned wanting to 3x pipeline without adding headcount. I'm guessing priorities shifted—or maybe the timing just wasn't right. Have you given up on solving this for Q2? Either way, no pressure. Just wanted to check. — Rachel