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Voicemail as a science
The webinar by Donato Diorio emphasizes the importance of effective voicemails in the sales process, highlighting that 80% of calls go into voicemail and most initial voicemails are never returned. It discusses techniques for crafting impactful voicemails, including clarity, conciseness, customization, and the significance of testing and scoring these messages. Additionally, the session encourages leveraging multiple contacts and using video to enhance outreach effectiveness.
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Voicemail as a science
- 1. Voicemail as ascience Presented by: Donato Diorio | Founder & CEO Broadlook Technologies Webinar starting at 2:00 pm EDT Copyright 2012 Donato Diorio & Broadlook Technologies, All rights reserved. Do not distribute without permission Sponsored by: #vmailscience
- 2. A walk inthe woods
- 3. Who is sharingmy walk in the woods today? Poll
- 4.
- 5. The Problem First timeoutreach response is plummeting
- 6. Are you spendingmore off-hours time trying to catch up? Technology, social medial, unwanted communications, etc. Poll
- 7. Sales day 2003vs 2013 • Less time planning • Less time with customers, partners, colleagues • Less free time • More tech distractions • More time to find significant business info • More time scheduling • 3X more time dealing with unwanted communications • 1/2 the free/unscheduled time • 2X more time after hours 8.5 hour day 9.7 hour day
- 8. National Sales ExecutiveSurvey •2% of sales are made on the 1st contact3% of sales are made on the 2nd contact5% of sales are made on the 3rd contact10% of sales are made on the 4th contact80% of sales are made on the 5th-12th VoiceMail is an additional touchpoint on the journey to a sale
- 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, improved Voice mail is here to stay “the glengarry leads”
- 10. Do you taketime to (1) craft, (2) A/B test (3) score and (4) peer review your standard voicemails? Poll
- 11. A tale of3 voicemails
- 12. Straw: A VoicemailDisaster • Hi, Mr. Diorio, this is Sarah Smith from the Sales Training Center and I’m just calling you to let you know about our new sales training program that, um may be of interest to you. If you could get back to me at 414-555-1212, I’d like to set an appointment with you to discuss this powerful new sales training program in detail. Thank you and I look forward to speaking with you” Score: 10 I’m just callingI’m just calling may be of interestmay be of interest I’d like toI’d like to IfIf you could get back to meyou could get back to me umum
- 13. Stick: An AcceptableVoicemail • Mr. Diorio, we’ve increased sales at Donnely Technology by 25% using our new sales training program. This is Sarah Smith and if you are interested to see if we can do the same for you, let’s connect and I’ll explain how we did it at Donnely. I’m with The Sales Training Center and can be contacted at 414-555-1212. Thank you. Score: 50
- 14. Brick: A SolidVoicemail • Mr. Diorio, we’ve increased sales at Donnely Technology by 25% using our new sales training program. In the next few minutes, I’ll be reaching out to Dan Hughes and John White. This is Sarah Smith. If you are interested... to see how we can do the same for Broadlook, let’s all connect and.... I’ll explain how we did it at Donnely. I’m with The Sales Training Center and can be reached at 414-555-1212. Again the number is 414-555-1212. Thank you and keep a look out for In the next few minutesIn the next few minutes I’ll be reaching out to Dan Hughes and John WhiteI’ll be reaching out to Dan Hughes and John White Score: 83
- 15.
- 16. What percentage ofvoicemails do YOU delete immediately? Poll
- 17.
- 18. Voicemail types &attributes Type Cold Got response History Warm Educate Oppor- tunity Nurture 1st cold X X X follow up cold X X X Follow up X X X X X X Dialog/volley X X X X X Drop X Responding (to them) X X X X X Terminate X DangerDangerDangerDanger
- 19. The “follow up”danger • In volley communications, fine to refer to previous non-response to outreach. For prospecting, never refer to a previous outreach that was not responded to: Puts you on defensive Natural escalation at 3rd, 4th, etc Every outreach should stand along Do record in CRM, make determination to continues or not there
- 20. Path to Voicemailsuccess Reality Check CoachAssess
- 21. Reality Check It’s abouta decision point. You can’t continue to fail at an essential part of the sales process 1st place: Cadillac 2nd place: Steak knives 3rd place: your fired
- 22. How effective isyour organization in getting a response from an initial voicemail? Poll
- 23.
- 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 of the 5 minutes call my line and leave me a voicemail as if I am that person. You only get one try. 1:1 meeting with each person Do not give advanced notice for the test Do not do it in a group (favors people who are last) • Measure all people as quickly as possible • Give written instructions:
- 25.
- 26. Why record it? Don’tget caught into “I did say” or “did not say” something. Audio doesn’t lie. Remember: we want a real world simulation You will need the recording for “The Meeting” Voicemail test: The Capture
- 27.
- 28. Guilty: I’ve donethis in an interview • “Make believe I am a prospect for your current company. Leave me a voicemail so I can hear what your message sounds like” What is wrong with this?
- 29. • Shooting baskets,alone, does not prepare you for a basketball game
- 30. • Tossing afootball back and forth does not prepare you to take a hit
- 31. We need areal world situation to prepare for the sales game
- 32.
- 33.
- 34.
- 35. Something to talkabout
- 36.
- 37.
- 38.
- 39.
- 40.
- 41.
- 42. Voicemail Measure • Clear •You must be understandable • Foreign accents are fine, but not if clarity is reduced • “The British Effect” • Concise • If single person outreach, keep it to 17 seconds • If leveraging SOI, 5 extra seconds per person
- 43. SOI Reminder: Brickvoicemail • Mr. Diorio, we’ve increased sales at Donnely Technology by 25% using our new sales training program. In the next few minutes, I’ll be reaching out to Dan Hughes and Jason Morse. This is Sarah Smith. If you are interested... to see how we can do the same for Broadlook, let’s all connect and.... I’ll explain how we did it at Donnely. I’m with The Sales Training Center and can be reached at 414-555-1212. Thank you. •SOI metrics vs. regular
- 44. Voicemail Measure Conversational •Don’t soundlike you are reading off a script. •The only time a script works is when you are selling something on price (B2C): ”...save you $30 on cable TV” •Scripts are for the first few day of sales, after that, use bullet points to cover. Credible •Who have you helped? •If you don’t speak with authority, borrow it
- 45. As a regularpractice, do you have a peer listen to a newly crafted voicemail? Poll
- 46. Voicemail Measure Cadence •Don’t beafraid 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 down Typical: "My telephone is 414-555-1212 x2. I look forward to hearing 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. Voicemail Measure Consistent •Is themessage 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.
- 49. Broadlook website -Feb 2012
- 50. Broadlook website -March 2012
- 51. Voicemail Measure Customized •Use theirname •Beware of assumptive phrases “companies like yours”. Be specific or go home. •Customized call to action Compelling •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!
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- 53.
- 54. Influence Metrics # 12 3 4 affect 1 2 3 4 Contact venues Peer influencers # 1 2 3 4 affect 1 16 24 ? Industry knowledge percentile 20 40 60 80 100 affect 2 4 6 8 10 Prospect knowledge percentile 20 40 60 80 100 affect 2 4 6 8 10 -OR-
- 55. 4 Spheres ofInfluence ContactContact VenuesVenues ContactContact VenuesVenues •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. 4 Spheres ofInfluence Co-founder Advisor Office Mgr Client Consultant ContactContact VenuesVenues ContactContact VenuesVenues PeerPeer InfluencInfluenc ersers PeerPeer InfluencInfluenc ersers
- 57. Conventional wisdom forpeer influencers is a myth. Leveraging a second point of contact into an organization does not double your success. It triples your success Each additional point of contact multiples your chances by 3. Having and leveraging 3 points of contact in an organization yields a 9X success factor Peer influence myths vs. metrics
- 58. 4 Spheres ofInfluence ContactContact VenuesVenues ContactContact VenuesVenues PeerPeer InfluencInfluenc ersers PeerPeer InfluencInfluenc ersers IndustryIndustry KnowledKnowled gege IndustryIndustry KnowledKnowled gege
- 59. 4 Spheres ofInfluence ContactContact VenuesVenues ContactContact VenuesVenues PeerPeer InfluencInfluenc ersers PeerPeer InfluencInfluenc ersers ProspecProspec tt knowledknowled gege ProspecProspec tt knowledknowled gege IndustryIndustry KnowledKnowled gege IndustryIndustry KnowledKnowled gege
- 60. Phone call +1 Additionalcontact venues, each +1 Prospect knowledge or Industry knowledge 0-10 Sticky 0-5 Leave contact information 2x 0-2 Peer influencers, leveraged (minimum 2) x8 Clear 0-8 Concise (within time limit) 0-8 Conversational 0-4 Credible 0-4 Cadence 0-4 Consistent 0-4 Customized 0-4 Compelling 0-4 Passion 0-15 Fillers, er, um, ahh, your know -5 per Weakeners: “I’m just”, “I wanted” -5 per 40 15 16 10101010 Grading an outreach 24 17 4
- 61. Average individual grade/ 2 50 point max Consistency across team 10 point max Company provides pre-call research 30 point max All outreaches are recorded in CRM for tracking & metrics 10 point max 100 point max Does your team have outreach mojo?
- 62. How many pointswould you / your team score on the voicemail test? Poll
- 63.
- 64. Poll Have you used1:1 (personalized) video in sales outreach?
- 65. If you aresupplementing outreach with customized video Add 25 points to your vm score
- 66. Why video enhancesvoicemail: Captures attention (Shock and Awe) Multiple touches Message quality Impact messaging Random success Without a multiple touches you do not motivate people to act by building your brand and messaging Brand failure Without a message quality you don’t get a second chance and do a disservice to your brand Your message can be tremendous... but if it is never captures their attention it is “lost in the ocean” of outreaches Lost in the ocean
- 67. Don’t forget yourown vm message: Do you provide an alternative number to reach you (mobile, other office)? Do you specifically tell the optimal way to contact you? Do you recommend a fall back person to call? How would it score? Did you craft it or “wing it”
- 68. Spring training • Practiceon a department that is NOT your target • Accounts Receivable or Payroll • Employees in these departments are taught to answer telephones and return messages. • Customer service is important to their job function. They will talk with anyone. • Ask some questions and get a lot of useful information before asking to transfer to another extension.
- 69. See Broadlook’s Name-generation technology at www.broadlook.com Yes,that’s how to get the names of all those people to call
- 70. Contact us: 877-977-8080 Email:ddiorio@broadlook.com Twitter: iDonato LinkedIN: www.linkedIN.com/in/donatodiorio Blog: www.iDonato.com Email: ddiorio@broadlook.com Twitter: iDonato LinkedIN: www.linkedIN.com/in/donatodiorio Blog: www.iDonato.com www.broadlook.com/voicemail sign up for a demo at: Broadlook clients: Get the Presentation in the client center Want the slides? Get them on SlideShare.com
Editor's Notes
- #3 -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
- #4 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)
- #5 who you are taking a walk with (brief bio) something about me...
- #6 -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
- #7 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
- #10 -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
- #11 yes no
- #13 -Wrong for many reasons. Most of which, it scores 22 on a scale of 100
- #14 -this is about the minimal acceptance point of an email
- #16 Not all influence is the same, what gets one persons attention will not matter to another
- #17 What percentage of voicemails do YOU delete immediately? a. 20%b. 40%c. 60% d. 80% e. over 90%
- #21 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
- #22 It is all about a decision point by yourself or management that something is wrong
- #23 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
- #39 notes:
- #46 As a regular practice, do you have a peer listen to a newly crafted voicemail? Yes b. no c. sometimes
- #51 Uniformity
- #55 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!!
- #56 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
- #57 -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
- #58 -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.
- #59 -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
- #60 -A little prospect knowledge is a good thing -Story: Sea biscuit, the horse -Potential backlash of prospect knowledge !!
- #63 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
- #65 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