If you’re doing cold calls, you’re going to wind up on a prospect’s voicemail, more times than not. But voicemails can be tricky…
How long do you make a voicemail? What should you say? Do you pitch in the voicemail?
We get tons of requests from our readers to discuss this, so here are the tips, tricks, and strategies you need to leave sales voicemails that are so enticing, prospects won’t be able to resist calling you back.
In today's business landscape, cold calling is a common practice for reaching out to potential customers.
But when you’re on the dialer, more often than not, you’re going to get sent to voicemail. In fact, 80% of cold calls get sent to voicemail, and 90% of first-time voicemails don’t get a response, so cold voicemails often yield little to no response.
When communicating with potential customers, a whopping 94% of sales representatives are leaving voicemails, which is more than the percentage of reps that use LinkedIn!
But before you lose all hope in voicemails, voicemails can still be lucrative if you have the right secrets. In this article, we will explore strategies to create voicemails that grab people's attention and increase your chances of receiving callbacks.
With so many new channels to sell from nowadays, leaving a voicemail might seem outdated. But that couldn’t be further from the truth.
A large reason voicemail is still so effective is because it’s more personal than an email or DM. Voicemail requires dedicated time to do research on the prospect and come up with a script versus quick, “fill-in-the-blank” that you can spray out to hundreds of people.
When you leave personalized voicemails, your prospects will notice the effort and immediately be impressed.
Voicemail additionally feeds into people’s fear of missing out (FOMO).
People still have that same fear of missing useful communications when they see a new message or call they missed.
No one ever wants to be outside the loop, especially decision-makers.
These are all the reasons why voicemail is still a powerful tool if you use it correctly.
Sales Voicemail Callback Tips
Here are some helpful tips to leverage with your next voicemail:
- Make sure you’re not leaving a message for a gatekeeper. If you leave a voicemail for a receptionist they might listen. However, chances are you’ll be blacklisted from further communications.
- Don’t go in unprepared. This is true for calls and voicemails. Learn as much as you can about the prospect in advance, that way you can get specific in your voicemail. Before you pick up the phone, browse their company's LinkedIn page, their blog, etc. anything that helps you understand the company and the issues they're facing better.
- Keep your voicemail 8 to 14 seconds long. If the voicemail is too long or too short it will likely be deleted without thought. Drop enough value to make the prospect want to call back.
- Speak as clearly as possible (loud and slow) so there’s no chance the prospect’s voicemail system distorts the transcription.
- Use “I” as little as possible and instead use terms like “our,” “we,” and “you.” This creates a sense of collaboration instead of pushing your personal agenda. You want the prospect to think: This resource can help me with X, NOT This is really aggressive. They only care about making quota. To achieve this, leverage your research and mention a common problem the prospect has that your product or solution can solve.
Cold Call Voicemail Examples
Take a look at some of the voicemail scripts below to see what I mean:
“Hello I’m Ben from XYZ company and I wanted to reach out so I could give you a walkthrough of the platform”
Vs.
“Hi, It’s Hannah {their first name here}, Congratulations on your recent anniversary! Let’s schedule some time soon so that we can solve the lead generation issues you’re facing at XYZ company. ”
With the first example, it’s completely focused on Ben and what he wants. Who cares what Ben wants? No one!
But with the second example it gets right into the prospect’s pains. Who wants an impediment fixed? EVERYONE! Plus the second example pays compliments right up front that show research was done (bonus points!).
- Finally, warm up the prospect on other channels before you use voicemail. Consider connecting on LinkedIn first, then commenting on some of their posts.
Or you could email them first as an introduction. Either way the point is to get your name on their radar before you leave a voicemail since prospects are more likely to listen to voicemails from people they are familiar with.
Mastering Voicemail Strategies
1. Grab Their Attention
One of the biggest mistakes new sales reps make with voicemail is trying to sell the prospect. People only take seconds to listen to a voicemail, and if they detect that they’re being sold to, they will immediately delete your message.
Instead of trying to sell, your main objective on a voicemail should be to create enough interest and curiosity to make the prospect want to call you back. So you have to decide what will capture the customer's attention. What makes your offering different from competitors? Is there a specific problem you can solve or a benefit they can gain?
Come up with a voicemail script that answers a question like these and tailor your message accordingly, focusing on a single attention-grabbing point. This initial sales hook is crucial to engage your prospects and make them curious about what you have to offer.
2. The Power of Referrals
Another powerful way to grab attention on a voicemail and build credibility is through referrals. If someone the prospect knows referred you to them, mention it on your voicemail.
The mention of a mutual contact can significantly increase your chances of getting a callback and effectively converting a lead because people are more likely to respond when they recognize a familiar name on the message.
3. Address Their Pain Points
Understanding your prospects' pain points is just as crucial on a voicemail as on a cold call. Put yourself in their shoes and identify the main challenges they face. Then, highlight how your product or service can help resolve those issues.
By addressing their pain points directly, you demonstrate that you understand their needs and have a solution to offer. Focusing on pain points only makes your voicemail more relevant and gives the prospect a reason to reply.
4. Keep it Concise
When leaving a voicemail, respecting the recipient's time is essential. People get lots of voicemails, and they only listen for a few seconds before deciding to delete or keep listening.
So avoid rambling and keep your voicemail down to 30 seconds maximum. Once you complete your script, repeat it back and time yourself to make sure you’re sticking to 30 seconds.
Before making the call, ask yourself: "What do I want my prospects to know after hearing this message?" Choose one of the key questions you want to address and focus on providing a clear and succinct answer. Keeping your voicemail brief and relevant will increase the chances of capturing their attention and inspiring them to call you back.
5. Follow Up Strategically
Persistence is key in sales, and the same applies to voicemail communication. 11% of voicemails that sales reps send get a response. But 22% get a reply on their second attempt. And 33% get a reply on the third attempt.So there’s power in routinely following up, and you statistically increase your chances of hearing back from someone when you leave more than one voicemail. We urge you to stop after the 3rd one though– any more than this, and you’ll get flagged as pushy and annoying. Strike a balance by spacing out your follow-ups appropriately.
Related: Cold Calling Stats
But the bottom line is this: Don't give up after a single attempt. Instead, follow up on cold leads with multiple voicemails, each with a different and relevant topic.
I hope this convinced you that voicemail is anything but a dead channel. Test out these strategies and scripts for yourself & start getting flooded with callbacks.
Recap
Crafting effective voicemails is an art that requires persistence to convert and a balance between relevant value and conciseness. Remember to grab their attention with an engaging hook, leverage referrals for credibility, address their pain points, keep your messages no longer than 30 seconds, and follow up strategically to increase your odds of a reply. With consistent and thoughtful communication, you can transform your voicemails into powerful tools for generating pipeline and business opportunities.
Related: What is cold calling
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