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?


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?


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?


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?


The fastest way to move contact data into your database.

bit.ly/GetCapture

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


Questions?How to Leave the Perfect Sales Voicemail