Can voicemails actually help in the prospecting/selling process? In a word: absolutely.
So often people tell me that when they are trying to reach someone they’ve never met, they will hang up if they reach the person’s voicemail. They then proceed to place repeated calls until finally a live person answers.
But voicemail does not have to be the enemy. There are workable options. In my experience, it’s almost more effective if the first contact attempt involves voicemail. Why? When executed properly, voicemail is a great way to give someone the heads up regarding your name and your purpose. You could consider it a tiny form of ‘branding’.
Think about it. The reasons AEC firms invest in visibility, strengthening name recognition, and emphasizing brand messages all revolves around one ultimate intention: to sell services. So, when calling a prospective client, it’s so much easier if they already know something about your firm. But what if they don’t? Well, a properly-executed voicemail can actually help out in that department.
Author and speaker Keith Ferrazi offers this quick tip relating to effective voicemail. He does omit one key aspect: ‘pre-call planning’. By planning out what you will say and how you will say it—whether you reach someone on voicemail or liv—you’re going to sound confident, sincere, and worthy of a call back. For the voicemail, say it out loud. Script it out if you’d like (provided you read it with proper conversational tone and inflection).
Here’s an example of a core voicemail that I might leave this time of year: “Good afternoon, {NAME}. My name is Anne Scarlett, president of Scarlett Consulting. We specialize in the AEC industry—by providing selling and marketing consulting services to help firms grow their businesses. As 2010 approaches, it’s essential to position your firm for an imminent economic upturn. Is {NAME of FIRM} ready? Please return my call at your earliest convenience to discuss strategic planning options for your firm in Q1 2010. My number is 773.251.8132. Look forward to talking further by phone…or if it makes sense, in person.
Now, I call this a ‘core’ voicemail because obviously if I had any contact to the person and/or if I could insert some content that reflects specific knowledge of the prospect or his company, then I would customize accordingly. Here, I’ve shared my name/role and my company’s purpose (consulting services to help them grow their business). I’ve begun to create a sense of urgency (doing something in Q1–which is definitive, but still broad in the sense that it’s a three-month window). I’ve suggested alternatives for a next step. Often I will set a phone appointment, with an official start/end time, along with phone meeting ‘goals’ that I send in advance by email. Naturally, it would be even more effective to meet in person, but perhaps it’s in the best interest of all parties to ‘meet’ by phone first. As well, proposing both options allows the prospect to feel less pressure, and may make them more amenable to engaging in some level of conversation.
Because I am a female (studies have shown that females get more callbacks than males) and I have a decent phone voice, I do get some callbacks from my voicemails. But, If I do not get a callback after my first attempt, I call again within three to five business days. On the second attempt, I mention that I’m following up on the first attempt, and I name the date of that first voicemail message. If I still do not receive a return call, then I might call 1-3 more times without leaving a voicemail to see if I can catch the person live. Finally, I will make one final voicemail attempt (#3) in which I state that I’d really enjoy the chance to learn more about where their firm is in their strategic marketing planning efforts and to at least make a new industry contact. I let them know that it is my third and final attempt to reach out. (To assure them that I’m not a stalker and I respect their time). Often, if the voicemails were executed with sincerity, professionalism, clarity, and remained reasonably brief, then the prospect feels bad about all the attempts, and returns the call.
Give this a try, or feel free to send in your own ideas. Happy calling!
