December 2009

'Tis the Season for Voicemail:
Turn Messages into Sales Opportunities

"Tis the season for office parties, family get-togethers and some downtime from work. For salespeople, the holidays also bring an endless string of voicemail messages for prospects and key business influencers. Rather than dread this annual ritual, use voicemail to your advantage. Here are three tips to help you make the most of voicemail this season:

Make Promises, Not Requests

Your prospect's voicemail greeting makes it clear she won't be back before the New Year. You glance at the calendar; it's December 21st. Do you really think she'll heed your suggestion to "return my call as soon as possible"?

Your request for a callback - especially during the holidays - is likely to be ignored. Instead, promise a specific action on your part. For example, conclude your message with, "It sounds like you're out until after the holidays. I'll call you again on the afternoon of the third." This means nothing, however, if you don't actually follow-up. Keeping the promise you just made is a crucial differentiator.

Keep Your Message Brief

Slogging through dozens of voicemails gets unbearable when every one seems to ramble with no end. This year, use brevity to stand out. Keep messages to less than twenty seconds and communicate a single point -- any longer, and you risk losing the recipient's interest. Drafting and rehearsing a concise, pre-planned message can prepare you for either a strong conversation or voicemail.

Don't Just Recite, Entice

A rushed rehash of your sales pitch and a reminder that you both have sons in college won't compel prospects to return your call. In sales, as in entertainment, the key is to leave 'em wanting more. For example, "I can reduce your printing costs by 15% next year and make your life easier at the same time. Are you interested? Let's discuss it when I call you tomorrow at 10am."

What Can Grow Sales, Inc., Do for You?

Charting a course for aggressive, intelligent growth can be difficult. Grow Sales, Inc., has been helping printing and other graphic arts companies with their strategic concerns and growth needs since 1996. Whether your company is in transition, the middle of an upswing or seeking help to get there, let us put our sales and marketing leadership to work for you.

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