When you call a potential customer and reach voice mail, if you haven't planned your message ahead of time, you may be missing a great sales opportunity.
Too many people leave voice messages on the spur of the moment. This can have undesired effects that range from ho-hum responses to complete turn-offs. Most voice messages are about 30 seconds in length, giving you ample chance to present a complete and compelling sales pitch in miniature.
Think about it: your customers arrive at their desks to find a dozen messages on voice mail. With a punch of a button, they systematically listen to each message one after the other. Some are from associates, and some are from salespeople, including yourself and perhaps your competition. How your customers respond to your voice message goes a long way to determining not only when they call you back (or if they call back), but how responsive they will be when they do call.
To maximize the sales effect of your voice mail, you should plan ahead. Don't just call, then leave a message off the top of your head. Whenever you make an important call, you need to prepare in advance for the possibility that you may be leaving a message. Jot down notes that will help you during the message. These notes should include all details and information that you want to leave, but your message needs more than just details to be an effective sales tool.
Effective sales voice messages include several additional key points:
1. Always introduce yourself and your company immediately. When warranted, remind customers about your previous conversations. If they requested or were expecting specific information, tell them that the message includes that information.
2. Don't merely recite the information you leave for customers. You need to approach every aspect of the message with a sales orientation. This is where your advance preparation comes in. Always present information in a way that shows benefits to customers. Rather than just list the features of products, show how the products will help solve specific problems or needs that customers have.
3. Keep your message short -- 30 seconds or slightly under is best. Go longer than this only if you know customers are waiting for details.
4. Conclude your message with a positive message, affirming that the information you have given assures that your product or services will fill their needs.
5. Close by saying your name again (spelling if necessary), and leaving your telephone or fax number. Important point: say your phone number slowly enough so that they can copy it down easily. Don't say it so quickly that they have to hit the repeat button to listen to the message again. It's likely that they won't listen again, and as a result you won't hear from them.
6. Finish with a call to action. Tell customers exactly what you want them to do: review the information and call you, speak with an associate about the information you've given, send a fax, send a check, etc.
7. Always end the phone call by thanking them for their time and attention. A simple "Thank you" is very powerful and is never out of place. When you've concluded your message by asking a customer to call you, for instance, you can finish the call by saying something like: "Thank you for your time, Mr. Smith. I look forward to speaking with you when you call."