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  • The Art of the Cold Call Voicemail

    Let me start by stating that I’m not a fan of cold calling. But there are times in life when you absolutely must, so it’s best to utilize methods that have proven high conversion rates.

    The majority of cold calls are going to go to voicemail. It’s critical to have a practiced, concise, and straight-to-the-point voicemail that will give you a call back.  There are several methods, but only one has produced the best results for me.

    Method 1: clear and to the point

    The Clear and to the point method is a very well rehearsed blurb about who you are and why you’re calling.  This is by far the most common method and produces subpar results at best.

    Hi, I’m Jun Loayza and I’m the President of Lion Step Media.  I’m calling you today to talk about your digital marketing and Facebook app needs. You can give me a call back at XXX-XXX-XXXX.  Thank you very much and talk to you soon.

    Why it doesn’t work: this method doesn’t work because it’s just like every other message left on a voicemail.  As soon as you introduce yourself as an agency, the target’s eyes glaze over and they most likely hit the delete button.  The majority of people will ignore your voicemail the moment they find out you’re a vendor.

    Method 2: I just left you an email

    This is a clever method that tells your target that you just left a voicemail and that they should check it.  Sounds intriguing, as it creates an air of mystery for the individual.

    Hi, I’m Jun Loayza and I just left you an email with more details about what I’d like to speak with you about.  Talk to you soon.

    Why it doesn’t work: it’s clearly a neat method, but it requires the target to take an additional step before they take an action.  This additional step is where you lose them, and they either forget to check their email or they just glance over it and never return your call.

    Method 3: establish credibility

    The Credibility method takes advantage of your previous clients to demonstrate that you’re worth speaking to.  The goal is to sound impressive so that the target will feel compelled to speak with you.

    Hi, I’m Jun Loayza and I’ve worked on digital marketing campaigns for Whole Foods Market, Sephora, and the Los Angeles Lakers.  Would love to chat with you about your digital marketing needs.  Give me a call back at XXX-XXX-XXXX.

    It’s a pretty solid method: I’ve had a pretty decent success rate with this method.  I still use it at times when I’m A/B testing the best voicemail to leave my target audience.  I highly recommend incorporating this method into your calls.

    The BEST Method

    In my experience, the BEST method has an incredibly high 35% call-back rate.

    Hey it’s Jun. Give me a call back XXX-XXX-XXXX

    Yup, that’s it. Making the voicemail super short and vague compels the target to call you back because they believe it’s something urgent.  It’s important that you use the exact script above.  If you add extra phrases such as “I look forward to speaking with you” then it doesn’t work.

    It must be short, it must be to the point, and it must be incredibly vague.

    Be careful: this method produces a call-back, but the person calling you has no idea why they’re calling you.  So it’s very important that you approach their call appropriately so that it can lead to a deal.

    When the target calls you back, lead them straight into your pitch and schedule the meeting right then and there. If they hang up the phone without setting up the meeting, then you’re never going to get it.  As soon as the meeting is scheduled, send the calendar invite so that it’s on everyones calendar.  This is your one chance to schedule the pitch which will allow you to close the deal.

    Author:

    Jun Loayza is the Founder of Passport Peru, the easiest way to book an all-inclusive travel package to Peru.  In his entrepreneurial experience, Jun has sold 2 internet companies and lead social media technology campaigns for Sephora, Whole Foods Market, Levi’s, LG, and Activision.

    avatar

    Jun Loayza is the President of Reputation Hacks. In his entrepreneurial experience, Jun has raised over $1 million in Angel funding, sold 2 internet companies and lead social media technology campaigns for Sephora, Whole Foods Market, Levi's, LG, and Activision. Jun currently lives in San Francisco, CA with his girlfriend.

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    Posted in entrepreneurship, Personal Branding, Success Strategies
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    4 comments on “The Art of the Cold Call Voicemail
    1. avatar
      EXPERT
      Jeff Shuey says:

      Great post. Spot on. I too am not a fan of cold calling, but as you so aptly point out … there are times when it must be done. I have tried all of the points you mentioned, and probably a few others that mixed them together. I too have found that Credibility and (oddly) Mystery work best.

      Thanks for this reminder and refresher. I will be utilizing these a bit as we wind down the calendar year. (Now … I just hope the Mayans were wrong )

    2. avatar
      EXPERT

      I disagree, Jun. Ambiguously phrasing the message leads them on to think you’re a coworker or client – it’s just disrespectful.

      The great part about the phone is that dialog comes naturally and you get a real conversation going. This contrasts with email that’s supposed to be terse and pointed.

      On voicemail, be happy to have the chance to talk to them. Start a conversation by referencing common interests and being excited about the subject. It’s not often that the recipient has the ability to have a genuinely interesting conversation, in the comfort of an established subject, on the boss’ dime.

      Callback rates for voicemails are low because people are too guarded with their time and rarely check the,. Don’t be afraid to call back every few days until you get a response.

    3. avatar
      EXPERT

      Great post, I will definitely try the bottom 2 next week. Maybe those pesky buyers will call me back!

    4. avatar
      EXPERT
      Jason Adams says:

      Excellent post, I especially like the BEST method.

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