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At the Sound of the Beep...
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.
Until then,
Tim
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