It’s one of the most anticlimactic moments in a salesperson’s day — you call a warm lead, hoping to seal the deal…and then it goes to the machine. As you wait for the beep, remember that your message matters; sales can be made or lost by a voicemail. Below are some key elements of a message that will keep the conversation going.
Brevity. People’s attention spans are really short, and no one wants to spend several minutes of their life listening to a voicemail. Your target is closer to 30 seconds; word-efficiency is key.
Planning. The only thing worse than a long, rambling voicemail is a long voicemail consisting mostly of “uh…” Think of what you’d want to put in a message before you call, and when doing so, remember to include the…
Essentials. Name, company name, phone number, customer’s name. Say them early and say them often. It’s important for the customer to remember your information; using their name increases their chance of remembering yours. Just as important as the basic info is the value proposition, where knowledge of the customer’s industry comes in handy. In as few words as possible, tell them why doing business with you (or at least calling you back) would give them an edge on their competitors and add to your…
Tone. Your aim is to be courteous but not presumptuous. It’s a good idea to start with “good morning/afternoon” and end with “thank you for your time,” but adding more pleasantries may annoy.
Follow-up. Adding an email makes your message seem more professional and increases your chances of getting a response. Also, odds are your customer can read faster than you can talk; the follow-up email gives you the opportunity to expand on some points you may have abbreviated in your voicemail.
Leaving a good message is a balancing act; these elements share a theme of maximizing content while minimizing length and complexity. If you can master this, you may find yourself selling to leads who don’t even answer the phone.
