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.

Consider this scenario: You call on a prospective customer. She looks over at the Caller ID and sees your name, but does not pick up. You choose not to leave voicemail, but you have still left a message. You have told the prospect that you have nothing of value to say, that perhaps she is just a name on a list that you bought, and that you are just another sales rep. The next time you call and she sees your name on her screen, she will remember all of these negative messages. Is that really what you wanted to say? Is that the impression you want to leave?

OMG, no! Don't leave Voicemail. Are you nuts? You are seriously considering leaving a voicemail message? Really? Why bother? Your odds of getting a call back are just slightly better than being handed a Purchase Order by a stranger while walking down the street; a teenager saying, "Let's do something tonight that the whole family can enjoy;" or the same number of socks coming out of the dryer that go in. It's a waste of time and energy, and there is absolutely no benefit whatsoever.

Ever heard of Caller ID? They know that it's you. They know that you've called. If someone wants to call you back, they will, especially if you are calling someone under 30. Caller ID already records all the information necessary. Nothing that you say in a voicemail message is going to yield the desired response. Is it truly your expectation that a prospect will be so motivated and inspired so as to pick up the phone and call you back? Hang up and try again later. What matters is diligence, not some babbling message about how much money you're going to save them.

Consider this scenario: You call on prospective customer. She looks over at the Caller ID and sees your name, but does not pick up. You choose not to leave a voicemail, but you have still left a message. You have told the prospect that you wish to make contact with him or her, that you will not waste anyone's time by forcing them to listen to a message that you both know will be deleted anyway. You have accomplished the goal of demonstrating your diligence. Leave it at that. Period.

Who's right? Who's wrong? This is one of those times when there is no right or wrong. It's just one opinion versus another. The two arguments are so even that there is even the exact number of words in each section. Seriously.

A good voicemail message can deliver value and exhibit professionalism. You can be memorable and remarkable. You can also be deleted faster than one of Dr. Evil's henchmen.

Perhaps this is a generational issue. Many twentysomethings will tell you that they have no time or interest in voicemail messages, either leaving them or listening to them. It's not uncommon to get a return phone call from a family member in that age group who asks, "I saw that you called. What do you want?" despite the fact that you left a message. Grrrr.

Given the fact that that diligence is the most important factor in sales success and a voicemail message is clear evidence of said diligence, why wouldn't you leave a voicemail message? But then, if 99.9 percent of the voicemail messages left go unrecognized and unreturned, why would you?

The argument goes on past this column without resolution. Voicemail will continue to be another tool in the toolbox. When combined with e-mails and letters and personal visits, an effective prospecting process can be created.

The only certainty is that voicemail allows creative people to have some fun: Years ago, a print sales rep, having already left numerous voicemail messages, decided to use the technology to his advantage. As a spur of the moment idea, he left a message where he pretended that the Buyer picked up the phone and imitated his voice, congratulating the sales rep for his diligence and rewarding him with an appointment. Thirty minutes later, the Buyer actually returns the call, laughing hysterically, and adding, "You win. Let's get together." Don't you just love a happy ending? PI

About the Authors

T.J. Tedesco is team leader at Grow Sales Inc., a marketing and PR services company that has served graphic arts companies since 1996. He wrote "Direct Mail Pal 2012" and seven other books. Contact Tedesco at (301) 294-9900 or e-mail tj@growsales.com. Bill Farquharson is a vice president at NAPL. He can help drive your sales. Visit www.aspirefor.com or call him at (781) 934-7036.