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RingLead and RingDNA team up to share best practices for stellar sales voicemails.
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July 31, 2014 #SalesVoicemail
How to Leave the Perfect Sales VoicemailWebinar with RingDNA and RingLead
Howard BrownCEO, RingDNA
Some Voicemail Stats
Great Voicemails Earn More Than Just Call Backs
Email response
Website Visits
SocialEngagement Content
Engagement
BrandAwareness
Poll: How often does your sales team use voicemail scripts?
RingLead & RingDNA #SalesVoicemail
Always Provide Context
“I wanted to thank you for accepting my
LinkedIn request, and tell you how...”
”You recently downloaded our latest eBook, and I was just wondering if I could
help you...”
1
Offer Clear Value“I can help you improve...”
“I’d love to show you how you can increase...”
2
Cowboy Up – Ask For What
You Want
3
Say it Twiceü Nameü Companyü Phone Number
4
Project Energy & Enthusiasm!
5
Keep It Under30 Seconds6
Automate7
Source: TAS Group, 2013
Test VariablesTITLE PERSONALIZATION VALUE PROP RESPONSE RATE
VM1A eBook download Prop A 22%
VM1B eBook download Prop B 27%
8
TITLE PERSONALIZATION VALUE PROP RESPONSE RATE
VM2A ROI Calculator Prop A 24%
VM2B ROI Calculator Prop B 19%
TITLE PERSONALIZATION VALUE PROP RESPONSE RATE
VM3A Free trial Prop A 21%
VM3B Free trial Prop B 33%
Optimize Call Times
Best:Wed-Thurs. 6:45-9am, 4-6 pmWorst:Monday 6am-noon, Friday afternoons
9
Source: MIT Lead Management Study
Donato DiorioCEO, RingLead
A walk in the woods
About Me: I Save Bad Voicemails
The Problem
First time outreach response is plummeting
•11% of calls get a response on the 1st attempt
•22% of calls get a response the 2nd attempt
•33% of calls get a response by the 3rd attempt
Every connection is an additional touchpoint on the journey to aconversation.
Once You’ve Identified a Prospect...
• Less time planning• Less time with people• Less free time• More tech distractions• More time to find info• More time scheduling• 3X more time dealing with
unwanted communications• 1/2 the free/unscheduled
time• 2X more time after hours
9.7 hour day
Sales tasks in minutes 2014
8.5 hour day
Sales Day 2004 vs 2014Sales tasks in minutes 2004
The BIG Idea
•80% of calls go into voicemail•90% of first time VM are never returned•You must be good at VM•It can be measurable, coached & improved
Voicemail is here to stay
“the glengarry leads”
Wait, Isn’t Cold Calling Dead?!
At some point you need to have a first engagement.
•Content builds brand recognition •Marketing automation fills the funnel•Webinars educate your prospects
A Tale of 3 Voicemails
Straw: A Voicemail Disaster
Hi, Mr. Diorio, this is Sarah Smith from the Sales Training Center and I’m just calling you to let you know about our new sales training product that, um may be of interest to you. If you could get back to me at 414-‐555-‐1212, I’d like to set an appointment with you to discuss this great new product in detail. Thank you and I look forward to speaking with you.”
Score: 10
I’m just callingmay be of interest
I’d like toIf
you could get back to meum
Stick: An Acceptable Voicemail
Score: 50
Mr. Diorio, thanks for attending our webinar. We’ve increased sales at companies like Donnely Technology by 25% using our new sales training program. This is Sarah Smith and if you are interested to see if we can do the same for you, let’s connect and I’ll explain how we did it at Donnely. I’m with The Sales Training Center and can be contacted at 414-‐555-‐1212. Thank you.
and if you areinterested
thanks
Mr. Diorio, thank you for attending our webinar. Sales grew 25% at Donnely Technology using our proven sales training program. In the next few minutes, I’ll be reaching out to network with Gregg Thaler and John Kostorus. This is Sarah Smith and I can do the same for your team. When we connect I’ll explain how we did it at Donnely. I’m with The Sales Training Center and can be contacted at 414-‐555-‐1212. Thank
Brick: A Solid Voicemail
Score: 83
network with Gregg Thaler and John Kosturos.I’ll be reaching out to
Phelps or Jordan?
Poll: How many voicemails do you immediately delete?
RingLead & RingDNA #SalesVoicemail
The “Follow Up” Danger
In volley communications, it’s fine to refer to a previous non-response in your outreach.
•Never refer to a previous outreach that did not get a response
•Puts you on defensive
•Natural escalation at 3rd, 4th, etc.
•Every outreach should stand alone
•Do record in CRM, make determination to continue or not
Path to Outreach Success
RealityCheck
CoachAssess
It’s about a decision point. You can’t continue to fail at an essential part of the recruiting process.
1st place: Cadillac
2nd place: Steak knives
3rd place: Fired
Reality Check
Poll: How effective are you in getting a response?
RingLead & RingDNA #SalesVoicemail
The Lab
Script writing shorthand
•Allows for a more dynamic script
•Makes peer review easier
•Quicker to modify
•Not boring - allow for creativity
...
Speed up
Slow down
Pause
[] Emphasize
/ A/B
{} Influence [Mr. Diorio], I’ve forwarded the careers of many sales reps sales and in the next few minutes I’ll be reaching out to network with {Dan Hughes and Gregg Thaler}. This is Sarah Smith. If you are
interested... to hear about a posiOon where you can further your career and make a strategic impact, let’s connect. I’m with
The Sales RecruiOng Center and can be reached at 414-‐555-‐1212. Again the number is 414-‐555-‐1212. Thank you
and keep a look out for an /email/videomail/ from me!
Script Writing Shorthand
The Instructions
Voicemail Test: Instructions
•1:1 meeting with each person
•Do not give advanced notice for the test
•Do not do it in a group (favors people who are last)
•Measure all people as quickly as possible
•Give written instructions:
The Recording
•Why record it?
•Don’t get caught in “I did say” or “did not say”... Audio doesn’t lie.
•Remember: We want a real world simulation
•You will need the recording for “The Meeting”
Voicemail Test: The Capture
The Measure
The Eight C’s
ClearConciseConversational CredibleCadenceConsistentCustomized Compelling
Voicemail Measure
Clear•You must be understandable•Accents are fine, but not if clarity is reduced“The British Effect”
Concise•Single person outreach: 17 seconds•SOI: 5 extra seconds per person
•
Voicemail Measure
Conversational •Don’t sound like you are reading off a script.•The only time a script works is when you are selling something on price (B2C): ”...save you $30 on cable TV”•Scripts are for the first few day of sales, after that, use bullet points or script shorthand.
Credible •Who have you helped?•If you don’t speak with authority, borrow it
Poll: Are you more likely to return a call if someone displays knowledge about you?
RingLead & RingDNA #SalesVoicemail
Voicemail Measure
Cadence •Don’t be afraid of strategic pauses•Vary the speed of delivery•Single cadence is boring•A slow down allows a speed up •A speed up allows a slow down
Typical: "My telephone is 414-555-1212 x2. I look forward to hearing from you"
Better: "My telephone number is (Pause) 414-555-1212 (Pause) Extension 2. I look forward to your call. (Pause) Thank you, John"
Voicemail Measure
Consistent •Is your message reinforced by your website?•Is your message reinforced by your email?•Does your voicemail reinforce your message?•Are you consistent across departments?•Is your own voicemail message consistent?•Is your mobile voicemail message consistent?
Voicemail Measure
Customized •Use their name•Beware of assumptive phrases - Be specific or go home •Customized call to action
Compelling •Leverage previous successes•Use SOI to inspire action•Refrain from cliche phrases - Be specific!
Voicemail Measure
Capturesattention(Shock and Awe)
Multipletouches
Messagequality
Impactmessaging
Randomsuccess
Without multiple touches you do not motivate people to act
Brandfailure
Without message quality you don’t get a second chance
Your message can be tremendous, but if it never captures their attention, it is lost
Lost inthe ocean
Voicemail Effectiveness
Voicemail Measure
Minimum competency
Average outreach
Standardscripts
SOIscripts
Poll: Have you used personalized video in your sales outreach?
RingLead & RingDNA #SalesVoicemail
The fastest way to move contact data into your database.
bit.ly/GetCapture
Maximize Sales Performance ringdna.com/automated-voicemail-dialer-salesforce
RingLead & RingDNA #SalesVoicemail
Questions?How to Leave the Perfect Sales Voicemail