Recent marketing studies have found that up to 40% of
outbound telephone marketing calls end up in voice mail.
Should you leave a message or would that be a waste of time?
Recently I received two different voice-mail messages that
were a complete waste of time for the callers.
Pitfalls
There were two problems with the
first voice mail message. This was how the message began:
"Hello, this is Jessica with [name of her company] and
we have been in business for 23 years . . .” What was wrong
with this message?
(1.) She
did not use her last name.
On a first call, using your last name sends a clear message of
professionalism. Some telesales people feel that using only
their first name in a cold call or voice mail message sounds
friendly. But, not using your last name diminishes the
importance of your message.
(2.) ". . . we have been in business for 23 years. . ."
Why would the listener care that Jessica's company has
been in business for 23 years?
Tips: What's in
it for me?
What should the caller have said
after stating her first (and last) name? "We specialize in [state
a benefit, like "helping businesses like yours to . . .”]
[description of and benefits gained by using her
products]."
Here is a good voice mail message that answers the listener's
mental "What's in it for me?" question within the first 15
seconds:
"Hello Mr.
Jones, this is Kevin Smith with the Good Money Mortgage
Company. I'm calling today to talk to you about some
refinancing options available for your mortgage loan. My
records show that we can save you several thousand dollars by
lowering your interest rate and if you would like to learn
more, please call us at [his telephone number]. That's
[his telephone number]. Thank you for your time."
First Impression
The other voice mail
message went like this: "Hi Ann, this is Monica. I'm sorry it
has taken me so long to return your call. Please call me at [her
telephone number]."
You might be asking: "In addition to not using her last name,
what was wrong with that message?"
Answer:
Nothing, if I had actually called Monica. Sure, her message
made me curious enough to return her call because I had been
making quite a few calls that week and thought I may have
forgotten who Monica was. But once I called her back, it was
clear she left that message just to get her call returned. I
did not know Monica and had never called her. With that
deceptive message, she ruined her chance to make a good
first impression.
Five Tips
There are five essential
ingredients in a good voice mail message:
(1.) Using first and last name
(2.) Sounding professional, positive and polite
(3.) Stating a description of your company and how your
products/services can benefit the listener
(4.) A clear and easily understandable voice
(5.) Repeating name and telephone number again at the end of
the message
My Weekly Sales Tips e-mail
newsletter generates a lot of comments and good ideas from
readers, including two practical tips last month from Kerry
Walsh in Houston, Texas.
Make it Easy For
the Customer
Did you ever listen to a voice mail
message from a sales person with a good message - good enough
that you wanted to return the call? But the telephone number
at the end of the message was unclear? Kerry Walsh has a
solution for this problem:
"The voice mail message should
start with first and last name but also the phone number at
the beginning of the message (as well as at the end). This way
if the person receiving the message misses the number at the
end and wants to return the call, they do not have to listen
to the whole message again."
Make it
Memorable
"I also tell my reps that this is
like a radio spot with a captive audience and to make it
memorable while answering the 'What's in it for me?' question.
Don't be corny but use your voice inflection to emphasize your
message."
Motivate
Your Customer
Here are ways you
can motivate your customer to return your telephone call:
l.
If you have a new offer or program, talk about it in your
message
l
Use a positive power word (like new, program
or convenience - see the script example below)
l
Mention a benefit for the customer
l
Use a time sensitive offer with a specific ending date
Voice Mail Example
“Good morning [customer’s name].
This is [your name] calling from [your company]
at [your telephone number] about a new [sale/program/benefit
offered by your company] through [ending date.]
This [sale/program/benefit] will [benefit, like
‘lower your cost by 20%’]. At your convenience,
please call me at [your telephone number].”
If you do not explain exactly what the special sale,
program or benefit is, most people will be curious enough to
want to return your call if they feel they will gain something
by talking to you.
Friend or Enemy?
Voice mail can be a sales person’s friend or
enemy. It can be used effectively or it can cause you to lose
opportunities. If you are not sure how your own voice mail
message sounds, a good way to find out is to call your office
or home and leave yourself exactly the same message you intend
to leave for your prospects. And Kerry Walsh’s advice is
worth repeating: “Your voice mail
message is like a radio spot with a captive audience. Make it
memorable while answering the 'What's in it for me' question
and . . . use your voice inflection to emphasize your
message."
|
