I always get a big chuckle when sales people call my office to prospect for new business. I’m amazed at the fundamental lack of research, amused by their haphazard preparation and surprised that they actually believe their approach has any chance of working.
Here are a couple of actual winners I’ve recently received. The messages you are about to read are real. The names have been changed to protect the guilty. See what you think:
Hi, this is Ken with Hopeless Inc. We purchase used office telephone equipment and PC’s. Our number is 214.555.1212. If you’ve recently switched systems or plan to in the near future please give us a call at 214.555.1212.
Not much of a compelling reason to return this call. What is the potential value in doing business with Hopeless Inc.? It looks like the classic numbers game…make enough calls and eventually you find someone who has just “switched systems” and wants to get rid of the junk sitting in the closet. I couldn’t do that for a living, and I’m glad I don’t have to!
Here’s another example. Maybe it looks familiar to you.
Good morning Kim, this is Barbie with Clueless. We produce the business to business database called Insight Online. I’m following up on your email inquiry to see if you have any questions about our product. Please give me a call at your convenience. My number is 888.555.1212 extension 1234.
Well for starters my name isn’t Kim. Yes, I did make an email inquiry, and I’m pretty confident that I didn’t misspell my name on their form. Barbie says she wants to see if I have any questions on their product. Maybe it’s just me, but if I had a question I’m thinking I would pick up the phone and call them. What if Barbie was calling because she had ideas to share on how Insight Online has helped other sales speakers improve their business? Think I would return that call? You better believe it!
So what does it take to craft a better voice mail message? How can you improve your odds of getting a call back? Here are five questions that will help you start creating better messages now…
#1. Who is your target market?
Specifically, what is the title of the decision maker you want to do business with? And, if you are leaving a message for me, I want to hear that you work with professional sales trainers and speakers. I’m not interested in a one-size-fits-all approach. I’m interested in talking with someone who knows something about what I do (that’s why it’s called research!).
#2. What are some of the specific challenges that you solve?
What are some opportunities that you help create? Be as specific as possible. This is the classic pains & gains stuff. Re-visit these ideas often… that is why they are called classics!
#3. What emotions (frustration, disappointment, concern, optimism, hope) does your target market experience with the challenges and opportunities you outlined above?
Remember that emotion plays a big part in buying decisions, yet most of you sell using too much logic. Ever see someone driving a Lexus or wearing a Rolex? Help me understand the logic behind those decisions.
#4. What are some of the competitive alternatives available to your target market?
Yeah, I hear you screaming “never bring up the competition!” Do you really believe your prospect is only going to
consider you without checking out someone else? Think again! And remember, doing nothing is a competitive alternative.
#5. Why, based on all of the alternatives available, should they do business with you?
What are your compelling differentiators? Be careful here, because most of you are thinking “great products, awesome service, solid reputation and a competitive price.” If most of you are thinking this, then it really isn’t a compelling differentiator… is it?
Now just plug and play!
Fill in the blanks, read, revise, get feedback from your peers and you will have crafted a message that is purposeful, powerful and on target.
“I specialize in helping (target market) who are (feelings/emotions) with (specific challenges) and want proven solutions for (your specific benefits). (Quantify number or use names) of clients have already discovered that unlike (competitive alternative), my solution is/does (compelling differentiator).
My goal is not to make a sales call on you, but if these issues sound familiar and the benefits are important to you, then it might be worth ten minutes for us to have a brief fact finding conversation.”
I can’t guarantee that this process will work for you, but I can guarantee that it works. I’m hoping you will take some time to review and improve your current library of voice mail scripts. If you aren’t getting all the callbacks you want, you don’t have much to lose!
Speaking of Sales is about finding, winning and keeping customers for life. If that’s part of your job, then you won’t want to miss the next issue.
Best Wishes For Your Continued Success!
Tim Wackel
tim@timwackel.com
214.369.7722
Tim Wackel is hired by sales executives who want their teams to blow the number away. Tim’s “no excuses” programs are insightful, engaging and focused on providing real world strategies that salespeople can (and will!) implement right away. Sales teams from BMC Software, Cisco, Fossil, Hewlett Packard, Allstate, Thomson Reuters, Raytheon, Pricewaterhouse-Coopers, Catalina Marketing, Philips Medical Systems, Red Hat and TXU Energy count on Tim to help them create more success in business and in life.
http://timwackel.com/index.aspx
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