Smart Thinking

by Cathy Atkins

June 2,2007

Voice mail: To leave or not to leave

A salesperson is on a roll, cranking out the cold calls. She dutifully picks up the phone, dials and chats briefly with the receptionist. He graciously transfers her to voice mail. She hesitates for a moment, unsure of what to do. Should she leave a message, or should she hang up and try again later?
What do you think? As a salesperson making prospecting calls, should you leave a voice mail message or not?
There are those who emphatically refute the value of simply leaving a message on a cold call. They've done so many times and to no avail. Maybe you're one of those who has left messages and never gotten a return call. When that happens, you then have to deal with a tirade of internal doubt: Did they not get the message? Do they not need my product or service? Are they too busy? Are they on vacation? Maybe they've forgotten? Did I not say the right thing? Did I offend them? What if they don't like me? Maybe you've even left an unscripted and bungled voice mail message and then frantically pushed buttons, praying to find the "rerecord" option on the phone system.
Those who argue against leaving a voice mail message contend that it's better to call back at a different time or talk to the receptionist about the best time to catch the elusive individual. They insist that people are busy and won't return calls anyway.
Then there's the other side of the bleachers, those who cheerlead voice mail messages as valuable. Some of these cheerleaders simply like to count voice mail messages as a "contact" on a call sheet and are silently relieved when they don't have to talk to a real person. Others leave verbal remembrances with their desired contacts, saying that it is just a first step in building a relationship with a prospect. When done properly, as part of a planned sales approach, voice mail messages can be valuable.
I belong to the group that believes in their usefulness. And a few modifications will make your voice mail messages more effective.
First of all, memorize a script to the point at which it can be recited without sounding rehearsed. Remember that voice mail is not the place to sell. It was a fun game in college to call a friend and, upon getting the answering machine, start reading the newspaper. This practice, effectively using all of the answering machine tape, was really funny among buddies. Not so much in the business world. Please be brief.
Know the purpose of your call. Make sure your voice sounds confident and prepared. Winging it and filling the message with many "um"s and "uh"s is unprofessional and annoying.
Be sure to leave your phone number twice. I can't call you back if I didn't understand it or didn't get it the first time. So, while I'm searching for a pen and a Post-It note, state your return number clearly and slowly a second time.
And, finally, studies show that it takes a minimum of six touches to reach a decision maker. My experience with hundreds of salespeople across the country tells me that the average salesperson gives up long before six touches. I think prospects know that. I think prospects count on that. So, please, be persistent. It truly is a busy world, and I don't mind a kind reminder. It shows me that you really want my business.
Practice and persistence will prevent your message from being deleted right after you say "Hello…" Adhering to a bit of voice mail etiquette will ensure that this communication tool is worth both the time and the effort. v

Catherine Atkins is a professional speaker, executive coach and vice president of Awareness Management Systems, a mid-Missouri franchise for the Sandler Sales Institute. To reach Catherine, call 573-864-3473 or e-mail her at atkins@awarenessmanagement.com.

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