Tip #2 Develop a voicemail strategy
Further analyzing their call records, Rizzo’s team found that nearly 75% of all calls reach a prospect’s voicemail. Yet, there is surprisingly little focus among marketers on improving their voicemail messages.
Most marketers spend a great deal of time — as they should — on telemarketing scripts that guide phone reps through key questions and outline offers of significant value for prospects. But when it comes to voicemail messages, most take a generic approach, such as, “Hi. I’m calling on behalf of Company X, and we saw that you downloaded a recent white paper on X topic. I’m calling to follow up and see if you have any additional questions I can answer for you.”
Messages like this don’t give prospects a compelling reason to call back. “People download a lot of white papers,” Rizzo says, “and they don’t tend to follow up on a telemarketing call 24 hours later, let alone weeks or months later.” Instead, she recommends creating a Critical Business Issue message that truly captures a prospect’s attention.
The good news is that the focus of this voicemail is probably the same industry pain point or value proposition contained in your telemarketing script.
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