One of the toughest tests of our sales ability and persistence is getting through to someone in this day of pervasive voice mail and caller ID. It seems that no one answers his or her phone anymore. Instead we are greeted with the promise that the owner of the recorded voice will get back to us as soon as possible. Sure.
But facing voice mail doesn’t have to be a totally negative experience. In fact, it can offer an opportunity to convey our sales message when we might have otherwise been unable to do so. Compare the following phone messages:
Hi. This is Jim Jones with JJ Public Relations. Could you give me a call at 444-4444?
Hi. This is Jim Jones with JJ Public Relations. I’d like to take with you regarding crisis management programs. My number is 444-4444.
Hi. This is Jim Jones with JJ Public Relations. My firm specializes in helping companies like yours prepare for any number of crises that could cripple your business. I can show you how to avoid a catastrophe. I’m at 444-4444. I look forward to talking over your situation. That’s Jim Jones at 444-4444. If you’d like, you can send me an e-mail at (insert your e-mail address).
I think we would all agree that the last one is vastly superior. But, really, how many times do you hear messages like that. In my experience, too many are like the first one, offering little or no incentive to return the call.
How many of us are totally prepared to face voice mail when we make a phone sales call? I suspect that most of us just reach for the phone and dial, and then improvise a quick message when we hear the familiar, “Leave a message…” That’s wasting a great opportunity. Instead of just “winging” it, why not prepare a concise statement of the nature of the call with an emphasis on the benefit to the receiver? Our prospects and customers have simply too many phone messages to try to decipher an incomplete and insufficient request for a return call.
Tell the listener the benefit he or she will accrue by returning your call. Think of your listener as having five messages spread before her. Each requests a return call and she has only time to make one call. Which one will she make? The message that offers the greatest benefit will be the one that’s returned.
Also, did you notice in the third example that the caller repeated both his name and phone number? Along with making sure your speaking voice is clear and easily understood, repeating your name and number will increase your chances of receiving a call. Plus he added an alternative way to respond to the call by using the e-mail address. Busy folks sometimes may want to respond beyond business hours when they may have more time.
Another idea is to follow up an important phone message with an e-mail or fax that includes a couple of your biggest benefits and reinforces the need for the recipient to contact you. Just be careful you don’t offend anyone. In many instances, unsolicited e-mails or faxes can be perceived negatively. Simply emphasize benefits to the recipient in all contacts and you shouldn’t have any problems.
