“Hi. This is Claire calling from ____ company, I was just reaching out to see if you had any questions regarding our product in general. If so, please give me a call at (555)-555-1212. Thank you.”
I just got this voicemail from a very well known marketing technology company and could scream! Why did she even call? Did she get any training on not wasting her or my time? Sadly, this is one of many lame cold call voicemails I have received recently.
Everyone is busier than ever these days. The modern marketer, executive, salesperson or prospect does not have time to waste. Cold calling is a grueling and tough part of sales prospecting. In the old days (before the interwebz, caller ID, voicemail) a hard working sales rep or appointment setter could get the attention of a prospect then engage in a discovery call simply based on call volume, aka the numbers game. This was mainly because product information was not easily obtained and sale people were considered a resource. These days, not so much. I am not discounting the value of a sales person; however, the way buyers (B2B & B2C) buy has changed, dramatically. When was the last time you made a business inquiry or significant purchase without Google-ing it first? My next post will focus on the new buyers’ journey.
The cold call still has value in modern selling and the current buyer driven sales journey. The cold call does not work like it did 10+ years ago. It can still be a powerful tool/skill in the salesperson’s toolkit. The call cold and likely voicemail must be short, concise and meaningful.
Here are some tips to increase your success rate:
Who: Who you are? Who do you work for? “Hello, this is Claire” “I am a marketing expert with ____ company”
What: What value does your company provide? “My company helps B2B executives, increase revenue by _____(insert service/product/benefit).”
Why: Why should I care? Be specific and relevant. Draw me in. Prove it. “We have worked with _____ company (insert known name in space or competitor) and have achieved _____ results by _____ (doing/using this service/product).
Action/Benefit: Tell me the desired action and how I will benefit or miss out. Make it easy for me to justify spending time with you. Feel free to also tell me you will send an email if it is easier. Tell me you may keep bugging me until I respond because the benefit is so great. Stand out, provide specific details to peak interest, express your personality, be short and concise.
The only good thing about Claire’s voicemail was it was short. Don’t be a “Claire”.