Voicemail as a science


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Do you have an OUTSTANDING initial outreach? Our free webinar “Voicemail as a Science” has been applauded as being one of the best webinars on the recruiting process. I want to personally invite you to join me

Donato Diorio / CEO
Broadlook Technologies

Some of the concepts covered:
◦Defining voicemails: not all voicemails are the same
◦What are the major types and how effective are they?
◦How to assess your team’s current voicemail skill, it may shock you!
◦How to craft, measure and score a voicemail message
◦How to coach your team into voicemail gurus
◦The importance of peer review
-How to get a return call 9 out of 10 times

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  • -It started with grading elevator pitches at trade shows -what was good, not so good -build a scoring system for pitches... I borrowed the idea to score & coach voicemails -worked what I learned into SOI. -Numerous requests for deeper into VM This talk is my walk in the woods. I ’ m sharing my discovery of observations about VM -This talk is NOT supposed to be a definitive guide about voicemail -The talks goal is to share what I have learned AND spark your interest in the topic
  • Who is sharing my walk in the woods today? 1. Broadlook client 2. Not a client (INSIDE/OUTSIDE SALES) 3. Not a client (RECRUITING) 4. Not a client (CALL CENTER) 5. Not a client (OTHER)
  • who you are taking a walk with (brief bio) something about me...
  • -I set down this road, because I believed their was a problem -The I put measure to the problem -It scared me -getting a response on first time outreach is declining
  • Are you spending more off-hours time trying to catch up? Social medial, emails, unwanted communications, etc. (Compared to 5 years ago). a. Spending less time b. About the same c. 30 more minutes d. 30-60 more minutes e. Over an hour more
  • -we ’ ve set the stage that there is a problem out there -Every training should be focused on a single, definable premise. -Lets dive into making an impact on your voicemails
  • yes no
  • -Wrong for many reasons. Most of which, it scores 22 on a scale of 100
  • -this is about the minimal acceptance point of an email
  • Not all influence is the same, what gets one persons attention will not matter to another
  • What percentage of voicemails do YOU delete immediately? a. 20%b. 40%c. 60% d. 80% e. over 90%
  • David Mamet Wrote Glengary Glen Ross -Reality - what people are currently doing -Assess - the level of competency -Coach - them by providing training, methods and tools to improve
  • It is all about a decision point by yourself or management that something is wrong
  • How effective is your organization in getting a response from an initial voicemail? ( If you make 10 calls, get 3 responses, that is 30%) A. 10% or less (We need work)B. 25% - 50% (decent percentage)C. 50-70%+ (we are good)D. 70%+ (we rock, why are we on this webinar) E. N/A - we don ’ t do cold outreaches
  • notes:
  • As a regular practice, do you have a peer listen to a newly crafted voicemail? Yes b. no c. sometimes
  • Uniformity
  • No statistics have been developed for 4 points of contact, I hypothesize that there may be a “ backfire point ” at 4 points (i.e. stalking someone), however, there are no metrics to measure You can plug in your own metric numbers!!
  • 15 years ago, few used email. 10 years ago, IM. 5 years ago: SMS/TXT. Today: Twitter Additional venues: -VOIP, Blogs, Social network, -Domain, Handles, Availability apps, Rules of engagement, Social ecosystem -GPS - Where you are is an aspect of contact information (iPhone FindMe) - Domain - The corporate domain, as important today as the company name -Handles, Facebook founder “ liberal use ” of login information -Handle - If you were “ [email_address] ” in the early days of AOL, you may be “ [email_address] ” today. (people li ke routine) -Availability (scheduling applications) -Preference engines, Sell2me
  • -Companies that sell by referral are leveraging peer influencers -deconstruct what and why this is good -What really causes someone to act? Peer pressure... -Even if you don ’ t sell by referral, you can use the same influence in your selling
  • -over same 2 year period, people also believed the second myth Stress the AND USING part. If people don ’ t apply sphere of influence techniques, it does not matter how many points of contact they have.
  • -There is a upwards effect (not direct proportion) of industry knowledge to success in sales. -More knowledge is better in all stages of the sales process
  • -A little prospect knowledge is a good thing -Story: Sea biscuit, the horse -Potential backlash of prospect knowledge !!
  • How many points would your team score on the voicemail test? A. 1-20 B. 21-40 C. 41-60 D. 61-80 E. 81-100 points
  • Have you used 1:1 (personalized) video in sales outreach? 1. Never thought of it 2. We use many:1 video outreach 3. Interested, but not sure how to do it 4. It ’ s on my target list 5. Doing it already
  • Voicemail as a science

    1. 1. Voicemail as a sciencePresented by:Donato Diorio | Founder & CEOBroadlook TechnologiesWebinar starting at 2:00 pm EDTCopyright 2012 Donato Diorio & Broadlook Technologies, All rights reserved. Do not distribute without permissionSponsored by:#vmailscience
    2. 2. A walk in the woods
    3. 3. Who is sharing my walk in thewoods today?Poll
    4. 4. I save crappyvoicemails
    5. 5. The ProblemFirst time outreach response is plummeting
    6. 6. Are you spending more off-hourstime trying to catch up?Technology, social medial,unwanted communications, etc.Poll
    7. 7. Sales day 2003 vs 2013• Less time planning• Less time with customers,partners, colleagues• Less free time• More tech distractions• More time to find significantbusiness info• More time scheduling• 3X more time dealing withunwanted communications• 1/2 the free/unscheduled time• 2X more time after hours8.5 hour day9.7 hour day
    8. 8. National Sales Executive Survey•2% of sales are made on the 1st contact3% ofsales are made on the 2nd contact5% of salesare made on the 3rd contact10% of sales aremade on the 4th contact80% of sales are madeon the 5th-12thVoiceMail is an additional touchpointon the journey to a sale
    9. 9. The BIG Idea•80% of calls go into voicemail•90% of 1st time VM are never returned•You must be good at VM•It can be measurable,coached, improvedVoice mail is here to stay“the glengarry leads”
    10. 10. Do you take time to (1) craft, (2)A/B test (3) score and (4) peerreview your standard voicemails?Poll
    11. 11. A tale of 3voicemails
    12. 12. Straw: A Voicemail Disaster• Hi, Mr. Diorio, this is Sarah Smith from the Sales TrainingCenter and I’m just calling you to let you know about ournew sales training program that, um may be of interest toyou. If you could get back to me at 414-555-1212, I’d liketo set an appointment with you to discuss this powerfulnew sales training program in detail. Thank you and I lookforward to speaking with you”Score: 10I’m just callingI’m just callingmay be of interestmay be of interestI’d like toI’d like toIfIfyou could get back to meyou could get back to meumum
    13. 13. Stick: An Acceptable Voicemail• Mr. Diorio, we’ve increased sales at Donnely Technologyby 25% using our new sales training program. This is SarahSmith and if you are interested to see if we can do thesame for you, let’s connect and I’ll explain how we did it atDonnely. I’m with The Sales Training Center and can becontacted at 414-555-1212. Thank you.Score: 50
    14. 14. Brick: A Solid Voicemail• Mr. Diorio, we’ve increased sales at Donnely Technology by25% using our new sales training program. In the next fewminutes, I’ll be reaching out to Dan Hughes and John White.This is Sarah Smith. If you are interested... to see how wecan do the same for Broadlook, let’s all connect and.... I’llexplain how we did it at Donnely. I’m with The Sales TrainingCenter and can be reached at 414-555-1212. Again thenumber is 414-555-1212. Thank you and keep a look out forIn the next few minutesIn the next few minutesI’ll be reaching out to Dan Hughes and John WhiteI’ll be reaching out to Dan Hughes and John WhiteScore: 83
    15. 15. Phelps or Jordon?
    16. 16. What percentage of voicemailsdo YOU delete immediately?Poll
    17. 17. The Why
    18. 18. Voicemail types & attributesType Cold Gotresponse History Warm Educate Oppor-tunity Nurture1st cold X X Xfollow up cold X X XFollow up X X X X X XDialog/volley X X X X XDrop XResponding(to them) X X X X XTerminate XDangerDangerDangerDanger
    19. 19. The “follow up” danger• In volley communications, fine to refer toprevious non-response to outreach.For prospecting, never refer to a previous outreachthat was not responded to:Puts you on defensiveNatural escalation at 3rd, 4th, etcEvery outreach should stand alongDo record in CRM, make determination tocontinues or not there
    20. 20. Path to Voicemail successRealityCheckCoachAssess
    21. 21. Reality CheckIt’s about a decision point. You can’t continue to fail at anessential part of the sales process1st place: Cadillac2nd place: Steak knives3rd place: your fired
    22. 22. How effective is yourorganization in getting aresponse from an initialvoicemail?Poll
    23. 23. The Instructions
    24. 24. Voicemail test: Instructions• In front of you is a fictional Dossier on a prospect.You have 5 minutes to review it. At the end ofthe 5 minutes call my line and leave me avoicemail as if I am that person. You only get onetry.1:1 meeting with each personDo not give advanced notice for the testDo not do it in a group (favors people who are last)• Measure all people as quickly as possible• Give written instructions:
    25. 25. The Recording
    26. 26. Why record it?Don’t get caught into “I did say” or “did not say”something. Audio doesn’t lie.Remember: we want a real world simulationYou will need the recording for “The Meeting”Voicemail test: The Capture
    27. 27. The Dossier
    28. 28. Guilty: I’ve done this in an interview• “Make believe I am a prospect for yourcurrent company. Leave me a voicemailso I can hear what your message soundslike”What is wrong with this?
    29. 29. • Shooting baskets, alone, doesnot prepare you for abasketball game
    30. 30. • Tossing a football back and forthdoes not prepare you to take ahit
    31. 31. We need a real worldsituation to prepare for thesales game
    32. 32. Prospect’s Bio
    33. 33. Sphere of Influence
    34. 34. Company
    35. 35. Something to talk about
    36. 36. Atlanta News
    37. 37. Wikipedia
    38. 38. News
    39. 39. Actionable News
    40. 40. The Measure
    41. 41. The Eight C’s•Clear•Concise•Conversational•Credible•Cadence•Consistent•Customized•Compelling
    42. 42. Voicemail Measure• Clear• You must be understandable• Foreign accents are fine, but not if clarity isreduced• “The British Effect”• Concise• If single person outreach, keep it to 17 seconds• If leveraging SOI, 5 extra seconds per person
    43. 43. SOI Reminder: Brick voicemail• Mr. Diorio, we’ve increased sales at Donnely Technology by25% using our new sales training program. In the next fewminutes, I’ll be reaching out to Dan Hughes and Jason Morse.This is Sarah Smith. If you are interested... to see how wecan do the same for Broadlook, let’s all connect and.... I’llexplain how we did it at Donnely. I’m with The Sales TrainingCenter and can be reached at 414-555-1212. Thank you.•SOI metrics vs. regular
    44. 44. Voicemail MeasureConversational•Don’t sound like you are reading off a script.•The only time a script works is when you are sellingsomething on price (B2C): ”...save you $30 on cable TV”•Scripts are for the first few day of sales, after that, usebullet points to cover.Credible•Who have you helped?•If you don’t speak with authority, borrow it
    45. 45. As a regular practice, do youhave a peer listen to a newlycrafted voicemail?Poll
    46. 46. Voicemail MeasureCadence•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 downTypical: "My telephone is 414-555-1212 x2. I look forward tohearing from you"Better: "My telephone number is (Pause) 414-555-1212 (Pause)Extension 2. I look forward to your call. (Pause) Thank you,John"
    47. 47. Voicemail MeasureConsistent•Is the message you leave reinforced by your website?•Is your message reinforced by your email message?•Does your voicemail signature reinforce messaging?•Are you consistent across departments?•Does your own voicemail message reinforce?
    48. 48. Brand Enforcement
    49. 49. Broadlook website - Feb 2012
    50. 50. Broadlook website - March 2012
    51. 51. Voicemail MeasureCustomized•Use their name•Beware of assumptive phrases “companies like yours”.Be specific or go home.•Customized call to actionCompelling•If you don’t speak with authority, borrow it•Leverage previous successes in industry•Use SOI to inspire action•Refrain from cliche phrases, “leader in”, “best in class”.Be specific!
    52. 52. The Coaching
    53. 53. The MeetingCaptainJanewayCaptainArcher
    54. 54. Influence Metrics# 1 2 3 4affect 1 2 3 4Contact venuesPeer influencers# 1 2 3 4affect 1 16 24 ?Industry knowledgepercentile 20 40 60 80 100affect 2 4 6 8 10Prospect knowledgepercentile 20 40 60 80 100affect 2 4 6 8 10-OR-
    55. 55. 4 Spheres of InfluenceContactContactVenuesVenuesContactContactVenuesVenues•Are you capturing new venues?•Does your CRM support it?•Are you leveraging them for sales?•Are you capturing new venues?•Does your CRM support it?•Are you leveraging them for sales?
    56. 56. 4 Spheres of InfluenceCo-founder Advisor Office Mgr Client ConsultantContactContactVenuesVenuesContactContactVenuesVenuesPeerPeerInfluencInfluencersersPeerPeerInfluencInfluencersers
    57. 57. Conventional wisdom for peer influencersis a myth. Leveraging a second point ofcontact into an organization does notdouble your success.It triples your successEach additional point of contact multiplesyour chances by 3. Having and leveraging 3points of contact in an organization yields a9X success factorPeer influence myths vs. metrics
    58. 58. 4 Spheres of InfluenceContactContactVenuesVenuesContactContactVenuesVenuesPeerPeerInfluencInfluencersersPeerPeerInfluencInfluencersersIndustryIndustryKnowledKnowledgegeIndustryIndustryKnowledKnowledgege
    59. 59. 4 Spheres of InfluenceContactContactVenuesVenuesContactContactVenuesVenuesPeerPeerInfluencInfluencersersPeerPeerInfluencInfluencersersProspecProspecttknowledknowledgegeProspecProspecttknowledknowledgegeIndustryIndustryKnowledKnowledgegeIndustryIndustryKnowledKnowledgege
    60. 60. Phone call +1Additional contact venues, each +1Prospect knowledge or Industry knowledge 0-10Sticky 0-5Leave contact information 2x 0-2Peer influencers, leveraged (minimum 2) x8Clear 0-8Concise (within time limit) 0-8Conversational 0-4Credible 0-4Cadence 0-4Consistent 0-4Customized 0-4Compelling 0-4Passion 0-15Fillers, er, um, ahh, your know -5 perWeakeners: “I’m just”, “I wanted” -5 per40151610101010Grading an outreach24174
    61. 61. Average individual grade / 2 50 point maxConsistency across team 10 point maxCompany provides pre-callresearch30 point maxAll outreaches are recorded inCRM for tracking & metrics10 point max100 point maxDoes your team haveoutreach mojo?
    62. 62. How many points wouldyou / your team scoreon the voicemail test?Poll
    63. 63. Voicemail MeasureMinimumcompetencyAverageoutreachStandardscriptsSOIscripts
    64. 64. PollHave you used 1:1(personalized) video in salesoutreach?
    65. 65. If you are supplementing outreachwith customized videoAdd 25 points to your vmscore
    66. 66. Why video enhances voicemail:Capturesattention(Shock and Awe)MultipletouchesMessagequalityImpactmessagingRandomsuccessWithout a multiple touchesyou do not motivate peopleto act by building your brandand messagingBrandfailureWithout a messagequality you don’tget a secondchance and do adisservice to yourbrandYour message canbe tremendous...but if it is nevercaptures theirattention it is “lostin the ocean” ofoutreachesLost inthe ocean
    67. 67. Don’t forget your own vm message:Do you provide an alternative number toreach you (mobile, other office)?Do you specifically tell the optimal way tocontact you?Do you recommend a fall back person to call?How would it score?Did you craft it or “wing it”
    68. 68. Spring training• Practice on a department that is NOT your target• Accounts Receivable or Payroll• Employees in these departments are taught to answer telephones andreturn messages.• Customer service is important to their job function. They will talk withanyone.• Ask some questions and get a lot of useful information before asking totransfer to another extension.
    69. 69. See Broadlook’sName-generationtechnology atwww.broadlook.comYes, that’s how to get the names ofall those people to call
    70. 70. Contact us: 877-977-8080Email: ddiorio@broadlook.comTwitter: iDonatoLinkedIN: www.linkedIN.com/in/donatodiorioBlog: www.iDonato.comEmail: ddiorio@broadlook.comTwitter: iDonatoLinkedIN: www.linkedIN.com/in/donatodiorioBlog: www.iDonato.comwww.broadlook.com/voicemailsign up for a demo at:Broadlook clients:Get the Presentationin the client centerWant the slides?Get them onSlideShare.com