The voice message usually sounds something like this:
Hi, my name is Joe FriendlySalesGuy with xyx industries. We are the leader in Whiz Bang Internet programs and have customers like you all over the world.
If you have a moment, I would like to get some time with you to talk about our newest High Powered, Whiz Bang, Intergalactic Internet program. I’m certain you will find this to be a first class addition to your company.
Please call me at 444-444-6666, and we can discuss setting up an appointment.
Want to know what happens when they access this message? It gets deleted before the Whiz Bang part was even heard.
Let’s hope this isn’t the way you’re calling your prospects.
Welcome to the new world of the busy executive and decision maker. Anything not related to what they want or that doesn’t catch their interest fast gets the delete action.
Here’s why they deleted that message…there was nothing in that message–from beginning to end–about them. It was all about Whiz Bang. And, let’s just be honest, doesn’t it sound precisely like every other sales person’s voice mail message?
Let’s rewind that call and talk about how you avoid the delete thing.
First, stop being nice and sounding like everyone else. It’s not about nice. It’s about “what’s in it for the recipient.”
Second, stop the hyperbole. Big companies aren’t the only ones who do it. I got a call just the other day from someone who wanted to sell me “the most innovative project management software in the market.” I didn’t care, and neither does your customer. Plus it was all about them–the cardinal sin of marketing (our book, Customers Are The Answer to Everything, is all about the right approach so you never commit this major sin against your prospect). Just remember this–they don’t care about you, at least not yet. They care about themselves. What’s in it for them to listen to your message?
Third, you need to be unique and compelling to get their attention. They hear nonsense all day long. Draw them in.
Finally, the message must be relevant to the person you are calling. Your message needs to trigger their curiosity, peak their interest in how you can solve their situation or problem.
Here’s the bottom line. Here’s what you do to get your voicemail heard, the delete option avoided and their curiosity peaked:
The message is about them and very little about you other than you are an expert in this area. Say nothing else about you, your company or your service, or your message is on its way to the delete pile.
No more winging it with voice messages. Plan your message before you call. Research a bit about their company. Leave a message that brings them to action.
Go forth and do great things,
Martha Hanlon and Chris Williams