Farquharson/Tedesco on Business Development: Do/Don't Leave That Voicemail
If you asked a politician or a pathological liar (sorry, that's redundant), or Two Face, one of Batman's rivals, whether or not to leave voicemail during a prospecting call, the answer would be either a resounding yes-no or an equally convincing no-yes. Voicemail is equal parts problem and opportunity, nuisance and last resort, "Don't bother" and "Better than nothing." You likely come down firmly on one side of the argument or the other (or both, in which case you'd make an excellent Consultant!).
Voicemail became popular in the early '80s as an added service (read: added cost) along with Caller ID and Call Forwarding. It eliminated the need for an answering machine and gave us access to messages 24/7 from anywhere in the world. If you are looking for the origin of the mobile office, look no further. Voicemail was the first in a long line of "technology services" that tethered us all to work. Prior to this point, unanswered phones rang incessantly and callers learned to simply try again later. Ah, the good old days.
But what was once a convenience for both caller and recipient became a Black Hole for Sales effort and a place where persistency goes to die. If that is the case, is there still a reason to leave a message at all?
Let's examine both arguments...
OMG, yes! Leave Voicemail. Are you nuts? You are seriously considering not leaving a voicemail message? What record will there be of your desire to speak to someone? Not leaving a voicemail message is like not making a sales call and hoping that business comes to you. Granted, you should not expect a return phone call, but that's no longer what voicemail is for.
The number one reason why someone buys from you is your raw sales ability. Voicemail is an audition. It's a chance for you to demonstrate your personality, attitude and diligence. It's the "Tag. You're it!" part of sales. As Wayne Gretzky's Dad said to him, "You miss 100 percent of the shots that you never take." By leaving a clear, concise and professional voicemail message, you build your brand. The value goes beyond the words you use. Combining strong and valuable words with diligence leaves the impression that you are knowledgeable, different, fun, positive and someone that everyone wants to do business with.
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.