Despite rapid advancements in inbound marketing techniques, getting on the phone and calling prime candidates is still a powerful way to generate leads and close sales. However, about 80% of calls get missed or ignored and head straight to voicemail. This statistic might raise red flags for outbound marketers. Ideally, all calls would get picked up, as the immediacy of talking on the phone paves the way for making a connection.
Still, going to voicemail doesn’t spell doom for cold calling lead generation. Instead, it provides an opportunity for marketers to leave a strong and succinct message that’s more personalized than an email, text, letter, or advertisement. Of course, there is an art form to leaving the perfect voicemail. But if you follow these general guidelines below, you’ll increase your chances of getting a callback.
Begin With the Personal Element
Even if no one answers, voicemails still maintain the benefit of human interaction. Hearing someone’s voice instantly makes a message more personal and therefore more powerful. But you can and should do more to personalize the message further. The easiest way to do this is to start by stating your name and other identifying info, such as your company and brief contact information. If you know the person’s name, be sure to mention it, too, as hearing one’s name helps quickly form a connection. Also, be sure to mention a mutual contact if applicable.
Your tone of voice throughout the message matters as well. If you sound uninterested, irritated, or overly affected, your potential leads will notice. Be natural and polite, as if you were speaking to the person in a live setting. Remember, your goal is for the recipient to want to contact you. The more you can connect with them, even through voicemail, the better.
Keep it Short, Sweet, and Somewhat Scripted
Messages that are too short won’t seem important, while ones that are too long might be ignored or get muddled. The Goldilocks length for a voicemail is between 20 and 30 seconds. This should provide enough time to introduce yourself, state your business, and leave your information. However, 20 seconds can go by pretty fast. If you’re not prepared, you might repeat yourself, forget something important, or stumble with your words.
To avoid such pitfalls, it’s helpful to have a loose script or set of notes handy. You shouldn’t necessarily read the script word for word, as this can come off robotic. Instead, use your notes to ensure that every necessary piece of information makes its way into the voicemail. Prioritize the information in terms of importance as well. This way, you can get the most pressing details out of the way first.
Provide Clear Contact Info and Call to Action
After you’ve succinctly stated who you are and why you’re calling, it’s time to wrap up the message with your contact information and a call to action. You may have briefly mentioned your info at the beginning of the call. Make sure you clearly restate it so the recipient can write down a number and/or email address if necessary. But more than that, give them a reason to contact you. Try asking a question or letting them know you’re interested in hearing their thoughts on something. This will make a callback more likely, as you’ve now established a conversational pathway.
Outsource Your Cold Calling Services
Knowing how to leave an effective voicemail is crucial for lead generation. However, not every business has the internal resources to make several cold calls on a regular basis. Businesses should consider outsourcing their cold calling services if they find themselves in this scenario. Of course, they should only hire a service that understands the importance of personalized messages and relationship-building. At ProScout Lead Generation Services, building relationships is our main focus. We will work with businesses to customize and optimize their cold calling campaigns. ProScout also offers a host of other inbound and outbound lead generation strategies. To learn more about us, contact ProScout Lead Generation Services at our Chattanooga or Nashville offices today!
