Voicemail as a science

transcript

Voicemail as a scienceVoicemail as a science

Presented by:Donato Diorio | Founder & CEOBroadlook Technologies

Webinar starting at 2:00 pm EDTCopyright 2012 Donato Diorio & Broadlook Technologies, All rights reserved. Do not distribute without permissionCopyright 2012 Donato Diorio & Broadlook Technologies, All rights reserved. Do not distribute without permission

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#vmailscience#vmailscience

A walk in the woodsA walk in the woods

Who is sharing my walk in the woods today?

I save crappy voicemails

The ProblemThe Problem

First time outreach response is plummetingFirst time outreach response is plummeting

Are you spending more off-hours time trying to catch

up? Technology, social medial, unwanted

communications, etc.

Are you spending more off-hours time trying to catch

up? Technology, social medial, unwanted

communications, etc.

Sales day 2003 vs 2013Sales 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

• 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

National Sales Executive SurveyNational 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

•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

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 stayVoice mail is here to stay

“the glengarry leads”“the glengarry leads”

Do you take time to (1) craft, (2) A/B test (3) score and (4) peer review your standard

voicemails?

Do you take time to (1) craft, (2) A/B test (3) score and (4) peer review your standard

voicemails?

A tale of 3 voicemailsA tale of 3 voicemails

Straw: A Voicemail DisasterStraw: 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: 10Score: 10

I’m just callingI’m just callingmay be of interestmay be of interest

I’d like toI’d like toIfIf

you could get back to meyou could get back to meumum

Stick: An Acceptable VoicemailStick: 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: 50Score: 50

Brick: A Solid VoicemailBrick: 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 an email from me!

In the next few minutesIn the next few minutesI’ll be reaching out to Dan Hughes and John White I’ll be reaching out to Dan Hughes and John White

Score: 83Score: 83

Phelps or Jordon?Phelps or Jordon?

What percentage of voicemails do YOU delete

immediately?

What percentage of voicemails do YOU delete

immediately?

The WhyThe Why

Voicemail types & attributesVoicemail types & attributes

Type Cold Gotresponse 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

The “follow up” dangerThe “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

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

Path to Voicemail successPath to Voicemail success

RealityCheckRealityCheck

CoachCoachAssessAssess

Reality CheckReality Check

It’s about a decision point. You can’t continue to fail at an essential part of the sales process

1st place: Cadillac2nd place: Steak knives3rd place: your fired

How effective is your organization in getting a response from an initial

voicemail?

How effective is your organization in getting a response from an initial

voicemail?

The InstructionsThe Instructions

Voicemail test: InstructionsVoicemail 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:

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:

The RecordingThe Recording

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”

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 CaptureVoicemail test: The Capture

The DossierThe Dossier

Guilty: I’ve done this in an interviewGuilty: 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?What is wrong with this?

• Shooting baskets, alone, does not prepare you for a basketball game

• Tossing a football back and forth does not prepare you to take a hit

We need a real world situation to prepare for the

sales game

We need a real world situation to prepare for the

sales game

Prospect’s BioProspect’s Bio

Sphere of InfluenceSphere of Influence

CompanyCompany

Something to talk aboutSomething to talk about

Atlanta NewsAtlanta News

WikipediaWikipedia

NewsNews

Actionable NewsActionable News

The MeasureThe Measure

The Eight C’sThe Eight C’s

•Clear•Concise•Conversational •Credible•Cadence•Consistent•Customized •Compelling

Voicemail MeasureVoicemail 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

• 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

SOI Reminder: Brick voicemailSOI 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•SOI metrics vs. regular

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

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

As a regular practice, do you have a peer listen to a newly

crafted voicemail?

As a regular practice, do you have a peer listen to a newly

crafted voicemail?

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"

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"

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?

Brand EnforcementBrand Enforcement

Broadlook website - Feb 2012Broadlook website - Feb 2012

Broadlook website - March 2012Broadlook website - March 2012

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!

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!

The CoachingThe Coaching

The MeetingThe MeetingCaptainJaneway CaptainJaneway

CaptainArcher CaptainArcher

Influence Metrics

# 1 2 3 4

affect 1 2 3 4Contact venuesContact venues

Peer influencersPeer influencers# 1 2 3 4

affect 1 16 24 ?

Industry knowledgeIndustry knowledgepercentile 20 40 60 80 100

affect 2 4 6 8 10

Prospect knowledgeProspect knowledgepercentile 20 40 60 80 100

affect 2 4 6 8 10

-OR--OR-

4 Spheres of Influence4 Spheres of Influence

ContactContactVenuesVenuesContactContactVenuesVenues

•Are you capturing new venues? •Does your CRM support it?•Are you leveraging them for sales?

Co-founderCo-founder AdvisorAdvisor Office MgrOffice Mgr ClientClient ConsultantConsultant

Peer Peer InfluenInfluen

cerscers

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. metricsPeer influence myths vs. metrics

cerscers

IndustrIndustryy

KnowleKnowledgedge

IndustrIndustryy

KnowleKnowledgedge

cerscers

ProspeProspectct

knowleknowledgedge

ProspeProspectct

knowleknowledgedge

IndustrIndustryy

KnowleKnowledgedge

IndustrIndustryy

KnowleKnowledgedge

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 per

40401515

1616101000

101000

Grading an outreach Grading an outreach

24241717

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?

How many points would

you / your team score

on the voicemail test?

How many points would

you / your team score

on the voicemail test?

Minimum competencyMinimum competency

Average outreachAverage outreach

StandardscriptsStandardscripts

SOIscriptsSOIscripts

Have you used 1:1 (personalized) video in sales

outreach?

Have you used 1:1 (personalized) video in sales

outreach?

If you are supplementing outreach

with customized video

If you are supplementing outreach

with customized video

Add 25 points to your vm score

Why video enhances voicemail:

Capturesattention(Shock and Awe)

Multipletouches

Messagequality

Impactmessaging

RandomsuccessRandomsuccess

Without a multiple touches you do not motivate people to act by building your brand and messaging

BrandfailureBrandfailure

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 inthe ocean

Don’t forget your own vm message: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”

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”

Spring trainingSpring 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.

• 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.

See Broadlook’sName-generation

technology atwww.broadlook.com

See Broadlook’sName-generation

technology atwww.broadlook.com

Yes, that’s how to get the names of all those people to call

Contact us: 877-977-8080Contact us: 877-977-8080

Email: ddiorio@broadlook.comTwitter: iDonatoLinkedIN: www.linkedIN.com/in/donatodiorioBlog: www.iDonato.com

www.broadlook.com/voicemailwww.broadlook.com/voicemailsign up for a demo at:sign up for a demo at:

Broadlook clients: Broadlook clients: Get the Presentationin the client centerGet the Presentationin the client center

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