I'll wait while you go read it:
SPIRO HQ - Salespeople: No One is Listening to Your Voicemails
I hope you cringed as much as I did when you were reading that. My first thought is, how dare someone who purports to want to enrich salespeople diminish an avenue for prospecting. I, personally, think that sending a text message because you know the client will read it just to make that icon on their phone go away seems very intrusive. I don't like it as a consumer, but I still utilize it as a salesperson because it is a possible avenue to success if done right.
Don't get me wrong, there are many articles on the SpiroHQ website that have great value, but as a guy who leaves dozens of voicemails everyday I could not disagree with this one more. Let me tell you why.
Let's start with their assertion that "everyone hates voicemails." I would say that at least twice a day I am told by people something like "just give me a call, and if you don't reach me please leave a voicemail."
Then, "leaving a voicemail is lazy." This seems like a ludicrous assessment to me. You don't know when you dial the phone that your call is going to go to voicemail, so if you are truly preparing for your phone call like you should before you dial the number, this is anything but lazy.
They go on to say that the "uncreative person" leaves a voicemail. I agree with their follow-up sentence that if you are unable to reach your prospect via phone then you should get creative and try other ways to get in front of them, but you should also be creative enough to leave a compelling voicemail.
I've been in the car business for just over six years, but I've been using the phone as a sales tool before text messaging was a common/affordable form of communication so I got good at the voicemail, and it still works for me to this day.
In fact, I closed three car deals this week with folks I had never met and my first contact with them was a voicemail.
Here are four tips for leaving a compelling voicemail followed by a script I use on a regular basis that includes the tips:
1) Say it With a Smile - Most of you have heard that if you are smiling while you are speaking with a prospect on the phone, they will hear it and respond more positively. Same is true with leaving a voicemail. Sound positive and upbeat and speak with a sense of urgency and you will get them to call you back.
2) Plan your speech - The structure of a good voicemail is not unlike that of a good marketing e-mail. Address your prospect in a personal way, introduce yourself in a compelling way, be concise with your message (no one will listen to a 2-minute voicemail), and have a specific call to action in the end. You'll see how this plays out in the script below.
3) Always leave your contact information and the best way/time to reach you. Your plan when leaving a voicemail is not that the prospect will be prepared for you next call. It is that they will actually pick up the phone and call you back. Make it as easy as possible letting them know when and how they will have their best success.
4) Give them an alternative to doing business with you. Your goal is to get this prospect to do business with you, but the goal of a voicemail is to get another chance to speak with the customer. It can be helpful to give them a reason to call at the end that involves a way for them to stop receiving future marketing calls. Once they make this call, be prepared to try to close them on why they should at least hear you out on the option you can provide for them.
My Daily Cold Call (i.e. Orphan Owner) Voicemail Script:
Good Morning/Afternoon/Evening, [Customer's Name]. This is Chris Davis from [Dealership Name]. I am the head of the special finance department and after taking a look at your previous purchase, I believe you have been driving, and most importantly making good on-time payments on, your car long enough to qualify for a better program from our lenders. If you would like to upgrade to a newer, lower-mileage vehicle without raising your payments please give me a call. Again, this is Chris Davis at [Dealership Name], and (Customer's Name) I look forward to hearing from you. You can reach me directly by calling (my direct desk/cell number). Also, if for any reason you are no longer driving the (Make & Model) you bought from us a few years back please let me know so I can remove you from this call list. Thanks and have a great day.
This message takes less than 45 seconds to leave, and more importantly less than 45 seconds to listen to. I do not specifically have the title of "Head of Special Finance" at my dealership, but I do most of my work in that department and the customer would be none the wiser if they come in for a visit. So, if you are calling an orphan customer or responding to an e-mail address it is fine to create a title for yourself (i.e. inventory manager, internet manager, new car sales director, etc.)
Sound excited, sound official, sound interested, and voicemails will pay off in your automotive sales career.
If you would like me to put together some scripts for your specific role at your dealership, please contact me at [email protected]. I would be glad to help you reach that next level.