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
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
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Increasing Sales Through Improved Voicemail Outreach
1. Voicemail as a science
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
6. Are you spending more off-hours
time trying to catch up?
Technology, social medial,
unwanted communications, etc.
Poll
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 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 Executive Survey
•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 take time to (1) craft, (2)
A/B test (3) score and (4) peer
review your standard voicemails?
Poll
12. Straw: A Voicemail Disaster
• 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 Acceptable Voicemail
• 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 Solid Voicemail
• 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
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
21. Reality Check
It’s about a 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 is your
organization in getting a
response from an initial
voicemail?
Poll
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:
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 simulation
You will need the recording for “The Meeting”
Voicemail test: The Capture
28. Guilty: I’ve done this 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?
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: Brick voicemail
• 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 sound like 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 regular practice, do you
have a peer listen to a newly
crafted voicemail?
Poll
46. Voicemail Measure
Cadence
•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 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 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?
51. Voicemail Measure
Customized
•Use their name
•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!
55. 4 Spheres of Influence
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?
57. Conventional wisdom for peer 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 of Influence
ContactContact
VenuesVenues
ContactContact
VenuesVenues
PeerPeer
InfluencInfluenc
ersers
PeerPeer
InfluencInfluenc
ersers
IndustryIndustry
KnowledKnowled
gege
IndustryIndustry
KnowledKnowled
gege
59. 4 Spheres of Influence
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
Additional contact 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 points would
you / your team score
on the voicemail test?
Poll
65. If you are supplementing outreach
with customized video
Add 25 points to your vm
score
66. Why video enhances voicemail:
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 your own 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
• Practice on 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.
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
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Hinweis der Redaktion
-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