As a business owner, I receive my share of sales calls in a given month. More often than not, I'm away from my desk or out of the office, which means I end up listening to voice mails instead of speaking directly with salespeople. Here are a few common voice mail mistakes and how you can correct them.
Voice Mail Mistake #1: The message lacks focus or clarity. You are more likely to reach voice mail today than actually connect with the person you are trying to contact. That means you must be prepared to leave a clear, concise message. Businesspeople are too busy to listen to a lengthy, unfocused message, and you lose credibility if you cannot state your objective without rambling. The average executive in an organization receives dozens of calls every day, many of them from salespeople trying to sell a product or service. If you ramble on, your prospect will probably press delete without listening to the entire message. Keep the message brief and to the point. Plan what you are going to say before you call so you are prepared.
Voice Mail Mistake #2: The message is difficult to understand. A salesperson recently left me a message and spoke so quickly that I did not understand most of it. I knew it had something to do with the Internet and getting top placement in search engines, but I couldn't even decipher his company's name.
If you have an accent, recognize the fact that some people may find it more difficult to understand you. That means you may have to repeat yourself or slow down in order to be understood. This also applies if you have an unusual name. Make it easy for people to understand you.
Voice Mail Mistake #3: Phone numbers are rattled off at lightning speed, making it next to impossible to write them down. Most salespeople state their telephone number too quickly. A general rule of thumb is to write down your own number as you state it in your message. Again, make it easy for the person you are contacting to understand your message. If they have to replay the message several times they will seldom call you back.
Voice Mail Mistake #4: The message does not compel your prospect to return the call. "Hi, it's Bob from Human Resources Plus and I'd like to talk to you about your recent merger. We specialize in helping businesses like yours manage the process more effectively." A message like this will not elicit a response.
To stand out from your competition, leave a message that offers some form of benefit to your prospect or customer. For example, "Hi, Mrs. Smith, it's Bob Jones from Human Resources Plus calling. Most companies who undertake a merger experience a significant reduction in employee morale. One way to improve this is to communicate regularly with your team and keep them updated on the progress of the merger. Learn additional strategies by calling me at ..."
Craft a variety of different messages and offer a different benefit each time you call. Use case studies and tell your prospect about specific results. Make your prospect want to return your call.
Voice Mail Mistake #5: The message is too generic. Personalize your message by indicating that you know something about your prospect's business and/or industry. Make references to specific challenges your prospect faces and give an example of how your product or service can help him or her. Remember to use your prospect's name, particularly at the beginning and at the end of the message.
Voice mail is a vital tool in today's business world. How you utilize this tool greatly affects your sales results, yet the majority of people fail to use it properly. Make sure your message is easy to understand, and keep it brief. Enunciate your words and spell out your name if necessary. Slow your rate of speech and clearly state your telephone number. Provide a compelling reason for your prospect or customer to call you back. Lastly, personalize your message and adapt it to your customer's specific business.
If you want to cut through the clutter and stand out from your competition you must make your voice mail messages work for you.
© MMXI Kelley Robertson, All rights reserved.
By Kelley Robertson
Do you know what sales blunders are costing you money? Increase your sales with a free audio program, Sales Blunders That Cost You Money, and two other sales-boosting resources by subscribing to Robertson's newsletter at www.Fearless-Selling.ca. Robertson helps people master their sales conversations so they can win more business and increase their sales. He does this by conducting sales training workshops and delivering keynote speeches at conferences, sales meetings and other events. Book Robertson for your next event by calling (905) 633-7750 or e-mailing Kelley@RobertsonTrainingGroup.com.
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