Voicemail

We all have our “Ed the Executives” out there--prospects we’ve tried numerous times with no success.  How do we use voicemail effectively so that we eventually have that conversation or earn that meeting?  Top performing sales and service people tell us to remember the following when it comes to leaving voicemails:

• Plan for voicemail.  Have you ever left a voicemail message you were not so proud of?  You hung up the phone asking yourself if you remembered to leave your name or number.  Or you wish you could’ve rehearsed your message so it came out more clearly and succinctly.  Some top performers use a script, others just use basic bullet points, but all agree their voicemails are better when they are planned.  Having a plan on what to say enables you to focus on your tone and clarity. The plan also ensures you will not stumble over your words or forget key information.  Remember too, it’s even more important to have a good plan for when Ed the Executive actually picks up the phone!
• Mention a benefit.  In an effective voicemail you have 45 seconds or less to make an impact.  You must highlight something that’s important to the prospect. It’s common for people to leave voicemails and mention that they are calling “to follow up on the information they sent” or “to touch base.”  These are not benefits to the prospect, and can be perceived as salespeople thinking about their own interests. You’ll have better success if you mention in your voicemail that the reason for your call is “to discuss ideas on maximizing the effectiveness of your upcoming campaign” or “to highlight some of the ways that similar business owners have been able to spend more time focused on their core business.”  
• Your voicemail may reap hidden rewards.  Most agree that if you have invested the time to prepare for the call, dial the phone, and let it ring, then it’s worth spending the additional few seconds to leave a message.  Many define a successful voicemail as one that prompts a call back. While a call back is great, your voicemail may be successful even if you don’t receive a call back. A client in financial services conducted a study that determined that the average prospect did not become a client until he or she had received an average of 7 impressions from the firm.  These impressions could be via social media, TV, phone conversations, in-person meetings, radio, mail, email, and of course voicemail. Your voicemail is another key chance for your prospect to hear your name, your firm’s name, and your enthusiastic voice that conveys your genuine interest in helping your prospect achieve his or her goals. This voicemail enhances the likelihood of success on your next attempt.

Most of us leave voicemails every day.  It’s worth making sure we leave effective ones.  So plan your message; highlight benefits; and remember, you may not reap the rewards of your effective message immediately.