Six Fatal Voice Mail Mistakes
by Ann Barr

Recent marketing research has found that up to 40% of outbound calls made by salespeople end up in voice mail.  And . . . most voice mail messages left by salespeople are not returned.  But you CAN get your call returned by leaving memorable and attention-getting voice mail messages and by avoiding the six biggest voice mail mistakes.

Steps In an Effective Voice Mail Message

1.)  Immediately identify yourself:  First name, last name and company name.

2.)  Leave your telephone number next.  Even if you know the other person has your number, they may not have it handy.

3.)  Quickly get to the point of the message. “The reason for my call is…”

4.)  Speak clearly. Especially when saying your name, phone number and other important information.

5.)  Provide your phone number again.  You already gave your phone number at the beginning of the message, but give it again slowly. This provides another opportunity for the person to write down the number without having to listen to the message again.

Tips For Getting Your Call Returned

       Know what you want as a result of your voice mail message.  Write down in one sentence what action you want the listener to take.

       Organize your message so that you state the most important and attention-getting information first, since you may be cut off at any time.

       Speak slowly. Pronounce your first and last names clearly, spelling your name if people may not recognize the spelling. The person you are calling could become annoyed if they have to spend time replaying the message because they could not understand it.

Keep Them Listening with Your Second Sentence

The second sentence needs to do something to keep them listening.  Use a referral or some interesting information. What problems can you help them solve? What goals can you help them achieve?

Once you've got your prospect interested, you have another 20 seconds for the rest of your message. Make that time count, but don't leave your entire message in the first call. You will be calling again.

According to a recent UCLA study, 84% of your message is conveyed by the quality of the voice and the intelligibility of the speech when selling by phone. Pitch, tone, inflection, and pronunciation can make the difference between an unreturned message and a chance to close your sale.

Six Fatal Voice Mail Mistakes

1.) Leaving only a name and number for a call back.

Some may think that not leaving a company name is an attention getter.  But if the prospect returns the call and realizes it is a salesperson trying to sell something, this tactic will leave a negative impression.  When leaving a message on voice mail, be sure it offers a hint of a benefit/result that sparks curiosity, but does not talk about your products or services.

2.)  Saying “I’m calling to introduce myself.” 
They don’t care and don’t have time to be introduced to every Mary, Kevin and Harry who calls.

3.)  Making the call all about YOUR products and services. 
Self-serving voice mail messages do not work. Prospects want to hear how they may benefit by calling you back.

4.)  Leaving a message lasting longer than 30 seconds.
Most busy executives will listen only to the first two sentences before they erase you.  They have their finger hovering over the delete key as they listen to voice mail messages.

5.)  Using  filler words like "um" and "uh." 
In addition to sounding unprofessional, filler words detract from your message.

6.)  Making a call without a written plan for what you will say if you reach voice mail. 

A little preparation can lead to being heard and getting results. You dramatically increase the likelihood that your calls will get returned when you leave a concise, rehearsed message with a bright and energetic voice.  Think about the point you want to make and write a few key words. Limit the points to one or two per message. Whenever making a phone call, be prepared to deal with voice mail.

Show that you've put some advance thought and research into your call. That alone will make you stand out from 98 percent of all callers.

Why This Voice Mail Message Failed

Even though this message was not the best - or worst - I’ve heard, I saved it to use here as an example.  Names have been changed.

"Hi Ann. This is Brian Kelly. I'm the senior account executive with XYZ Consulting Services. We are the world's largest Web Site designing company, for many different types of businesses all over the world.  I have a few ideas I wanted to run by you related to your current Web site.

”And just basically, I wanted to introduce myself. So when you have a chance,
call me.  Once again, this is Brian Kelly from XYZ at (his Web site address)  and the number is (his telephone number). Thanks. I hope to hear from you soon."

What do you think?  Would you have called him?

As the listener, I did not care that he is the "senior account executive." It may make him feel important to say that, but it sounded like he was just trying to impress me.

I also do not care that his company is the world's largest whatever. I know he's trying to show that he's a credible resource, but instead it sounds like just self promotion.

Then he said he wanted to "introduce” himself. I don't have time to get to know every salesperson who calls and leaves a voice mail message. After introducing himself, then what? He would probably want to tell me about his company's services, hoping to convince me to buy. Yet he's given me no benefits – no reason to even consider talking with him.

So what would have worked?

Improve Your Call-Back Rate by Leaving Irresistible Voice Mail Messages

"Hi Ann. Brian Kelly with XYZ Consulting Service at (his telephone number). I noticed you've been making some changes to your web site www.annbarr.com and I have some ideas about how to add a few elements to your site that would greatly increase traffic. We've done this for (insert person/firm in my industry who I might know) and they've achieved (insert results). Let's talk. My number is ... (repeat number). I'll try getting back to you as well."

Notice the difference. It's not about his company. It's about my business and my desired results.  That message would definitely have prompted a call back.

The average business executive listens to her voice mail messages with her finger poised over the delete button. And as soon as she decides a phone call is not one that she needs to save or return, or one that she will benefit from returning, she hits “delete . . . and never gives it another thought.

Rehearse First

Write your message on paper or put it into the computer and practice it until you decide it is what you want to say.

Then dial your own number and leave yourself a voice mail. Try standing up and smiling as you speak.  Repeat until you would want to make a return call. Then get rid of your script, and start leaving real voice mails without it.

Remember, your voice message is being recorded and can be forwarded to others, so don’t make one of the six fatal voice mail mistakes.

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Ann Barr is a consultant and sales trainer who has written eight books on sales and marketing. You can sign up for Ann’s free Weekly Sales Tips e-mailed newsletter at her web site www.sellingsupplies.com or contact Ann,  e-mail to: annbarr3@cox.net