Using Voice Mail Effectively

Voice mail can be a tremendous asset, if used properly.

However, most voice mails are not returned because the salesperson failed to create a compelling reason for the recipient to call back.  Think of the voice mails you receive from salespeople.  Most make unsubstantiated (and ridiculous) claims or are so lame that that the message is deleted before it’s over.

This one will NOT work:

“I’m Bob Smith with XYZ Printing. We’re the premier printing company in the area.  We’ve been serving local businesses for over 20 years and have the most advanced digital printing equipment in town.  Our specialty is quick turnaround and competitive pricing.  I’d like to set an appointment to meet with you to find out more about your printing needs, and show you how we can save you time and money on your next printing project.  Please call me at 555-1234.  Thanks and have a nice day.”

Voice Mail Tactics

  • Develop a credible message that will give your audience the opportunity to find out something they don’t know or that will show them how to improve their business.
  • Establish credibility by referencing a referring source, research you have done, or something that makes you an expert in their industry.
  • Pique their curiosity by referencing successes you’ve had with similar companies or ideas that may be able to help them.
  • Speaking directly to the person is preferred, although you will only get through 10-15 % of the time.  Consider leaving your new voice mail message any time you fail to get through to your prospect.
  • Listen to their voice mail greeting.  Try to match their tonality with the message you leave.
  • Close confidently.

Here’s a better way: 

“Jim, this is Mary Higgins with Gold Star Marketing.  I noticed that you will be an exhibitor at the upcoming Widget International Trade Show in Los Angeles.  We recently completed a research project on how to improve trade show attendance through the use of a proprietary targeted marketing campaign.  Participants have seen an average increase in booth attendance of 38% and reported that the quality of the prospects has improved dramatically.  This means a much better ROI on your trade show dollars and more overall business.  If this is something that might interest you I can be reached at 555-1234.  I look forward to speaking with you.”

Obviously the salesperson has done some research before making the call (attending the trade show).  This certainly gives you a leg up if you can say something that indicates to the prospect that you’ve your homework.

Self-Study Assignment:  How are you dealing with voice mail now?  Using the above ideas, develop several new voice mail messages that would prompt the prospect to think…”This message piques my curiosity enough so that I will return the call.”