How to Leave the Perfect Sales Voicemail

July 31, 2014 #SalesVoicemail

How to Leave the Perfect Sales VoicemailWebinar with RingDNA and RingLead

Howard BrownCEO, RingDNA

Some Voicemail Stats

Great Voicemails Earn More Than Just Call Backs

Email response

Website Visits

SocialEngagement Content

Engagement

BrandAwareness

Poll: How often does your sales team use voicemail scripts?

RingLead & RingDNA #SalesVoicemail

Always Provide Context

“I wanted to thank you for accepting my

LinkedIn request, and tell you how...”

”You recently downloaded our latest eBook, and I was just wondering if I could

help you...”

1

Offer Clear Value“I can help you improve...”

“I’d love to show you how you can increase...”

2

Cowboy Up – Ask For What

You Want

3

Say it Twiceü Nameü Companyü Phone Number

4

Project Energy & Enthusiasm!

5

Keep It Under30 Seconds6

Automate7

Source: TAS Group, 2013

Test VariablesTITLE PERSONALIZATION VALUE  PROP RESPONSE  RATE

VM1A eBook  download Prop  A 22%

VM1B eBook  download Prop  B 27%

8

TITLE PERSONALIZATION VALUE  PROP RESPONSE  RATE

VM2A ROI  Calculator Prop  A 24%

VM2B ROI  Calculator Prop  B 19%

TITLE PERSONALIZATION VALUE  PROP RESPONSE  RATE

VM3A Free  trial Prop  A 21%

VM3B Free  trial Prop  B 33%

Optimize Call Times

Best:Wed-Thurs. 6:45-9am, 4-6 pmWorst:Monday 6am-noon, Friday afternoons

9

Source: MIT Lead Management Study

Donato DiorioCEO, RingLead

A  walk  in  the  woods

About Me: I Save Bad Voicemails

The Problem

First time outreach response is plummeting

•11% of calls get a response on the 1st attempt

•22% of calls get a response the 2nd attempt

•33% of calls get a response by the 3rd attempt

Every connection is an additional touchpoint on the journey to aconversation.

Once You’ve Identified a Prospect...

• Less time planning• Less time with people• Less free time• More tech distractions• More time to find info• More time scheduling• 3X more time dealing with

unwanted communications• 1/2 the free/unscheduled

time• 2X more time after hours

9.7 hour day

Sales tasks in minutes 2014

8.5 hour day

Sales Day 2004 vs 2014Sales tasks in minutes 2004

The BIG Idea

•80% of calls go into voicemail•90% of first time VM are never returned•You must be good at VM•It can be measurable, coached & improved

Voicemail is here to stay

“the glengarry leads”

Wait, Isn’t Cold Calling Dead?!

At some point you need to have a first engagement.

•Content builds brand recognition •Marketing automation fills the funnel•Webinars educate your prospects

A Tale of 3 Voicemails

Straw: A Voicemail Disaster

Hi,  Mr.  Diorio,  this  is  Sarah  Smith  from  the  Sales  Training  Center  and  I’m  just  calling  you  to  let  you  know  about  our  new  sales  training  product  that,  um  may  be  of  interest  to  you.  If  you  could  get  back  to  me  at  414-­‐555-­‐1212,  I’d  like  to  set  an  appointment  with  you  to  discuss  this  great  new  product  in  detail.  Thank  you  and  I  look  forward  to  speaking  with  you.”

Score: 10

I’m  just  callingmay  be  of  interest

I’d  like  toIf

you  could  get  back  to  meum

Stick: An Acceptable Voicemail

Score: 50

Mr.  Diorio,  thanks  for  attending  our  webinar.    We’ve  increased  sales  at  companies  like  Donnely  Technology  by  25%  using  our  new  sales  training  program.  This  is  Sarah  Smith  and  if  you  are  interested  to  see  if  we  can  do  the  same  for  you,  let’s  connect  and  I’ll  explain  how  we  did  it  at  Donnely.  I’m  with  The  Sales  Training  Center  and  can  be  contacted  at  414-­‐555-­‐1212.  Thank  you.

and  if  you  areinterested

thanks

Mr.  Diorio,  thank  you  for  attending  our  webinar.    Sales  grew  25%  at  Donnely  Technology  using  our  proven  sales  training  program.  In  the  next  few  minutes,  I’ll  be  reaching  out  to  network  with  Gregg  Thaler  and  John  Kostorus.    This  is  Sarah  Smith  and  I  can  do  the  same  for  your  team.  When  we  connect  I’ll  explain  how  we  did  it  at  Donnely.  I’m  with  The  Sales  Training  Center  and  can  be  contacted  at  414-­‐555-­‐1212.  Thank  

Brick: A Solid Voicemail

Score: 83

network  with  Gregg  Thaler  and  John  Kosturos.I’ll  be  reaching  out  to

Phelps or Jordan?

Poll: How many voicemails do you immediately delete?

RingLead & RingDNA #SalesVoicemail

The “Follow Up” Danger

In volley communications, it’s fine to refer to a previous non-response in your outreach.

•Never refer to a previous outreach that did not get a response

•Puts you on defensive

•Natural escalation at 3rd, 4th, etc.

•Every outreach should stand alone

•Do record in CRM, make determination to continue or not

Path to Outreach Success

RealityCheck

CoachAssess

It’s about a decision point. You can’t continue to fail at an essential part of the recruiting process.

1st place: Cadillac

2nd place: Steak knives

3rd place: Fired

Reality Check

Poll: How effective are you in getting a response?

RingLead & RingDNA #SalesVoicemail

The Lab

Script writing shorthand

•Allows for a more dynamic script

•Makes peer review easier

•Quicker to modify

•Not boring - allow for creativity

...

Speed up

Slow down

Pause

[] Emphasize

/ A/B

{} Influence [Mr.  Diorio],  I’ve  forwarded  the  careers  of  many  sales  reps  sales  and  in  the  next  few  minutes  I’ll  be  reaching  out  to  network  with  {Dan  Hughes  and  Gregg  Thaler}.    This  is  Sarah  Smith.    If  you  are  

interested...  to  hear  about  a  posiOon  where  you  can  further  your  career  and  make  a  strategic  impact,    let’s  connect.  I’m  with  

The  Sales  RecruiOng  Center  and  can  be  reached  at        414-­‐555-­‐1212.      Again  the  number  is        414-­‐555-­‐1212.  Thank  you  

and  keep  a  look  out  for  an  /email/videomail/  from  me!

Script Writing Shorthand

The Instructions

Voicemail Test: Instructions

•1:1 meeting with each person

•Do not give advanced notice for the test

•Do not do it in a group (favors people who are last)

•Measure all people as quickly as possible

•Give written instructions:

The Recording

•Why record it?

•Don’t get caught in “I did say” or “did not say”... Audio doesn’t lie.

•Remember: We want a real world simulation

•You will need the recording for “The Meeting”

Voicemail Test: The Capture

The Measure

The Eight C’s

ClearConciseConversational CredibleCadenceConsistentCustomized Compelling

Voicemail Measure

Clear•You must be understandable•Accents are fine, but not if clarity is reduced“The British Effect”

Concise•Single person outreach: 17 seconds•SOI: 5 extra seconds per person

•

Voicemail Measure

Conversational •Don’t sound like you are reading off a script.•The only time a script works is when you are selling something on price (B2C): ”...save you $30 on cable TV”•Scripts are for the first few day of sales, after that, use bullet points or script shorthand.

Credible •Who have you helped?•If you don’t speak with authority, borrow it

Poll: Are you more likely to return a call if someone displays knowledge about you?

RingLead & RingDNA #SalesVoicemail

Voicemail Measure

Cadence •Don’t be afraid of strategic pauses•Vary the speed of delivery•Single cadence is boring•A slow down allows a speed up •A speed up allows a slow down

Typical: "My telephone is 414-555-1212 x2. I look forward to hearing from you"

Better: "My telephone number is (Pause) 414-555-1212 (Pause) Extension 2. I look forward to your call. (Pause) Thank you, John"

Voicemail Measure

Consistent •Is your message reinforced by your website?•Is your message reinforced by your email?•Does your voicemail reinforce your message?•Are you consistent across departments?•Is your own voicemail message consistent?•Is your mobile voicemail message consistent?

Voicemail Measure

Customized •Use their name•Beware of assumptive phrases - Be specific or go home •Customized call to action

Compelling •Leverage previous successes•Use SOI to inspire action•Refrain from cliche phrases - Be specific!

Voicemail Measure

Capturesattention(Shock and Awe)

Multipletouches

Messagequality

Impactmessaging

Randomsuccess

Without multiple touches you do not motivate people to act

Brandfailure

Without message quality you don’t get a second chance

Your message can be tremendous, but if it never captures their attention, it is lost

Lost inthe ocean

Voicemail Effectiveness

Voicemail Measure

Minimum  competency

Average  outreach

Standardscripts

SOIscripts

Poll: Have you used personalized video in your sales outreach?

RingLead & RingDNA #SalesVoicemail

The fastest way to move contact data into your database.

bit.ly/GetCapture

Maximize Sales Performance ringdna.com/automated-voicemail-dialer-salesforce

RingLead & RingDNA #SalesVoicemail

Questions?How to Leave the Perfect Sales Voicemail