The Strategic Value of Sales Voicemails
Leaving a high-quality sales voicemail is often perceived as a difficult task. Even when reps record well-crafted messages, many wonder if prospects actually listen or take the time to return the call. The answer is usually no, but that does not mean the effort is wasted. Salespeople should absolutely continue using voicemails as a core part of their outreach strategy.
While email or other digital messages might yield a higher volume of responses, the replies generated from voicemails tend to be richer in detail and demonstrate a higher level of genuine interest. What a salesperson loses in quantity, they gain significantly in quality. However, achieving these high-quality responses requires careful planning and thoughtful execution.
To maximize the impact of your voicemails, it is essential to understand the specific elements that make a message effective. The following sections break down the key strategies for crafting a perfect sales voicemail that encourages prospects to engage.
Why Voicemails Still Matter
Voicemails provide a personal touch that text-based communication often lacks. They allow you to convey tone, urgency, and sincerity in a way that emails cannot. This human element can be the difference between a prospect ignoring your outreach and taking the time to respond.
Crafting the Perfect Message
The structure and content of your voicemail play a crucial role in its effectiveness. Start by using your normal tone of voice and keeping the message concise, ideally between 20 to 30 seconds. Begin with information that is directly relevant to the contact, and ask questions that are tailored specifically to them.
1. Optimize Message Length
Aim for a voicemail duration of 20 to 30 seconds. This specific window is designed to spark curiosity without demanding too much of the listener’s time. If the message is too long, prospects are likely to delete it immediately. Conversely, if it is too short, they may assume it is not important and skip listening altogether.
Most mobile devices display the caller’s number and the voicemail duration. If a recipient sees an unknown number with a very brief message, they are unlikely to invest time in listening. A 20-30 second message strikes the right balance, appearing substantive enough to warrant attention.
2. Lead with Relevance
Avoid starting your voicemail with a standard introduction like, “My name is John Doe, and I work for Gadgets Inc.” This approach is declarative and often ineffective. As soon as the prospect realizes the call is a sales pitch, they are likely to delete the message. Instead, lead with something relevant to the prospect, such as a thought-provoking question.
3. Ask Unique Questions
Ensure your voicemail content differs from your emails. If both channels deliver the same message, you reduce your chances of getting a response. Voicemails should be ultra-specific, asking questions that could not be intended for another listener. For example, instead of a generic request for a referral, ask a specific question about their current processes or challenges.
4. Avoid Traditional Closings
Steer clear of generic phrases like “Please call me back” or “I’ll check in again on X date.” These closes do not increase the buyer’s sense of responsibility. Instead, pose your specific question and end the call there, leaving the prospect with a clear reason to respond.
5. Always Leave a Voicemail
If you call a prospect, you must leave a message. Even if the prospect is screening calls or away from their desk, your number will appear as a missed call. Without an accompanying voicemail, the call seems unimportant. Repeated missed calls without messages can degrade your chances of connecting, as the prospect may assume the call is not worth taking.
6. Use a Natural Tone
Avoid sounding overly enthusiastic or excited, which can come across as unnatural and generic. Use your normal tone of voice, and consider gradually lowering your pitch as you speak. This implies you are at ease and that the call is unusual, making the message feel more personal and meaningful.
7. Time Your Calls Strategically
Schedule your voicemail activity toward the end of the day. Voicemail connect rates tend to increase as the day progresses. Due to the serial position effect, people remember the first and last items they encounter best. A voicemail left late in the day is more likely to be remembered and acted upon than one left in the morning.
8. Split Your Message
Consider leaving two shorter voicemails instead of one long message. Record a 20-second message, then immediately call back to leave a 10-second follow-up. This approach makes you more memorable and appears less rehearsed. The second message should include information missing from the first, such as your name and contact details.
9. Slow Down Your Speech
Start your voicemail with a regular cadence, but gradually slow down as you speak. By the time you reach your phone number, you should be speaking very slowly. This technique makes you sound more articulate and confident, and it suggests you are not rushing through a list of calls. It conveys authenticity and respect for the listener.
Effective Voicemail Closings
The way you end your voicemail can significantly impact whether the prospect calls you back. Make your phone number the last thing you say, ensuring it is clearly visible in voicemail dictation. Avoid pushy phrases and instead offer a natural, low-pressure closing.
10. End with Your Phone Number
Say your phone number once, slowly, and repeat it. This ensures it is the last thing the prospect hears, encouraging an immediate callback. In the age of voicemail dictation, this also ensures your number appears clearly at the end of the message transcript, making it easy to tap and call.
11. Avoid Desperate Language
Phrases like “Please call me back when you get this” or “I’m really looking forward to hearing from you” can sound pushy and desperate. Instead, use neutral closings like “Talk to you soon” or “Thanks for your time.” This approach makes returning your call feel like a mutual benefit rather than a demand.
12. Mention a Follow-Up Email
Let the prospect know you will follow up with an email. This gives them two ways to respond, which can increase the likelihood of engagement. A simple statement like “I’ll also follow up with an email” shows thoroughness and provides an easy path for the prospect to reconnect.
13. Ask for Future Insights
End your voicemail by asking the prospect to share more about a specific topic, such as their recent projects or challenges. This simple request is easier to fulfill than a direct call-to-action and keeps the conversation focused on their needs.
14. Tease Relevant Information
Pique the prospect’s interest by teasing information that is relevant to them. For example, mention that you have insights related to their previously stated pain points. This approach keeps the focus on the prospect and encourages them to engage further.
15. Propose a Next Step
Ask what should be covered in the next conversation. This strategy is useful for re-engaging prospects who have gone silent. Reference previous discussions and suggest specific topics to cover, making it easy for the prospect to agree to a follow-up.
16. Suggest a Specific Time
If you ran out of time in a previous conversation, suggest a specific date to continue the discussion. This direct approach is more persuasive than vague requests and makes it easier for the prospect to commit to a follow-up meeting.
17. Reference a Previous Conversation
If you recently spoke with the prospect, reference a specific point from that conversation. This shows active listening and awakens their curiosity about what question you want to ask. It is an effective way to re-engage a prospect and schedule a follow-up.
18. Share Relevant Content
If you have sent an article or resource to an engaged prospect, mention it in your voicemail. This builds rapport and provides an incentive for the prospect to respond. It also serves as a natural conversation starter for a follow-up meeting.
19. Reiterate Your Contact Info
Always end with your phone number. This serves as a clear cue to wrap up the message and provides a direct call-to-action. It ensures your contact information is prominent and easy for the prospect to use.
Best Practices for Voicemail Outreach
Voicemails do not have to be a last resort or a dead end. By implementing these tips, you can create messages that move the conversation forward and build stronger relationships with prospects. Focus on being specific, personal, and respectful of the prospect’s time.
Avoid using services that bypass the dial to go straight to voicemail. This approach can appear desperate and may alert the prospect that you left a message at an inconvenient time. Instead, focus on crafting high-quality, thoughtful voicemails that resonate with your audience.
Incorporating these strategies into your daily phone calls can lead to more meaningful interactions and increased response rates. Remember, the goal is to start a conversation, not just to leave a message. By being strategic and intentional, you can make voicemails a powerful tool in your sales arsenal.
