Yesterday tele-sales expert Art Sobczak showed us what we might be doing wrong that's keeping prospects from returning our calls. Although prospects are busier than ever, Sobczak believes voicemail is not a lost cause - you just have to make it work for you. Here's what he suggests you do to start getting those calls returned.
Learn about them first. Be a detective. Glean info whenever possible. Go to their website. Enter the company name and prospect's name into search engines. Read trade publications, your local Business Journal, and the ones in your territory. Then use that information in your messages as it relates to how you might be able to help them get or avoid something.
Talk to others in the company. Anyone and everyone. Continue your info-gathering. Identify yourself and company and say, "I hope you can help me. I'm going to speak with Ms. Byer, and I want to be sure that what I have would be appropriate." Then ask questions.
Be prepared. Voicemail is not new technology. It shouldn't be a surprise that you will be asked to speak after the tone. So why not be prepared for what you'll say, without hesitation? (Just notice how many messages you get that begin with, "Uhhh...") There's no excuse to not be smooth and confident.
Use a "possible results" statement. This is the grabber. Mention what you might be able to do for them. Personalization increases their interest level. "I understand you're now looking at ways to increase the number of long-term leases at your Highland Park property. We specialize in some unique marketing methods that help property managers minimize vacancies..."
Use a multi-media approach. Don't rely on voicemail to carry the entire load. Back up your message with an email, a fax, a letter, or a message that you ask the screener to write on the pink message pad and give to the boss. And don't overlook the lowest tech, but highest touch approach: handwritten letters.
Say YOU'LL call back. You need to control the communication. It's your responsibility to reach them. Tell them you'll call back Thursday morning. Then DO it. But do give them options to reach you, leaving your phone number and email just in case they want to contact you.
Use a "last resort." At some point of repeated futility, depending upon their future potential and the size of your prospect pool, you need to punt and leave a final, firmer message. What is that point? If you sell office supplies, everyone could be a prospect, so the magic number at which you let go would be smaller than for someone selling train locomotives to railroads. What to say?
"...I've tried several times to contact you about how we might be able to help cut your cost of customer acquisition by 20% like we have for B.O. Industries. If I don't hear back from you I'm going to assume this is not something you'd like to discuss at this time..."
This often elicits a response (I've even heard apologies) from people who are interested and simply were too busy to reply.
While most sales reps are ensuring they never get through because of their voicemails, you can set yourself apart and pave the way for a productive conversation. Avoid these mistakes, use these ideas, and the sound of the tone will be like the music of a cash register!
Art Sobczak, President of Business By Phone Inc., specializes in one area only: working with business-to-business salespeople - both inside and outside - designing and delivering content-rich programs that begin showing results from the very next time participants get on the phone. You can learn more at www.businessbyphone.com
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