Everyday each of our Sales Pros have to leave VOICE MESSAGES for future business clients. At best it frustrating and at worst it is more frustrating. This article gives you a three step challenge on a new way to handle prospecting in a time of endless voice mail. If you have Mr. or Ms prospect who never returns your voice mail, what do you have to lose?
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If you work in a
professional services firm or sell B2B products, you
need to be prospecting on a consistent basis to ensure your sales funnel is
strong.
When making those calls to
new leads, it’s not uncommon to hear dejected sales professionals complain that
all they get is voicemail and the prospect never returns their calls.
It’s important not to get too frustrated because, no matter how
successful you are, you’ll have to deal with voicemail most of the time. But
what makes the difference between good sales professionals and great ones is
how they use voicemail to their advantage.
Below is an exercise in how to use voicemail to build suspense!
Use this exercise for the week when prospecting and see how well it works. It’s
designed to be run from Monday to Friday.
Step 1. Leave a succinct message
that requires no action from prospect or lead
Example: “Hi Enrico, its Shawn from company XYZ. Sorry I
missed you. The reason for my call is because Arlin at company ABC suggested
that I get in touch with you about what we were able to accomplish at his
company that helped drive more leads to his sales pipeline. I will call you back Wednesday at 4 p.m. to
try and connect. Talk then.”
The objective of this first message is to just let them know you
called. There’s no reason to leave a
phone number or talk about your company. Your first message shouldn’t
require any type of action on the part of the prospect/lead. You’re the one who
is making the commitment to reach back out – the onus is on you.
Step 2. Leave a succinct follow up
message
As promised you need to
follow up at the time you suggested. If you get the
prospect/lead’s voicemail again, leave them another short message but this time
leave them with a teaser – something that compels them to want to talk to you! Again, don’t put any action on them,
this is your second call and you want to keep it short and compelling. Just
commit to calling back again.
Example: “Hi Enrico, it’s Shawn from company XYZ calling.
As promised on Monday, I would reach back out to try and connect. Sorry I
missed you.
Arlin at company ABC thought it would be a good idea
for us to connect so you can learn more about how we were able to help them increase
sales leads within six months of kicking off our program. I will try you again on Friday at 8 a.m. Talk soon.”
Step 3. Leave a third and final
message for the week if the prospect/lead doesn’t pick up the phone for a third
time
“Hi Enrico, it’s Shawn from company XYZ. I
promised that I would reach back out today at 8 a.m. Sorry I missed you. It’s
too bad we haven’t had an opportunity to connect yet. Perhaps you’re busy
developing your next company marketing program or maybe I’m just picking the
wrong times to reach you. Why don’t you give me a call at ###-###-#### and if I don’t hear from you next week, I will try
again shortly thereafter.”
My challenge to you
This simple three-step voicemail strategy has been field tested
for many years with a number of sales professionals as part of a program I run.
So I know it works, but in case you’re not able to break through after one week
of calls (which happens often as well) don’t stop prospecting.
If you go past the three days, continue to call, but drop it to
twice a week. In those calls share specific benefits from your engagement and
bring them ideas on how you feel you can benefit them. Your goal is to continue
to educate, compel, and intrigue them over voicemail.
Some of the most successful
and profitable businesses I know use this approach repeatedly. Just don’t be so
quick to give up. Have some tenacity!
Ryan Caligiuri is
the president of Ryan
Caligiuri International, a consultancy
focused on driving revenue growth through creative growth strategies for
professional services firms.
