Getting Past Voice Mail When Cold Calling

You’re cold calling, but you get a voice mail message instead of reaching the prospect. What to do?

Self-promotion consultant Ilise Benun (www.theartofselfpromotion.com) recommends the following:

1. Leave a message with the question to which you’re trying to get the answer (e.g., “Do you buy stock photography?”).
2. Then, get the e-mail address of your prospect. Sometimes pressing “0” will take you to the operator and if you say, “I just left a message for John Smith and I need to e-mail him something; can you please give me his e-mail address?” You’ll usually get it.
3. Send the same message via e-mail that you left on voice mail so the prospect connects the two.
4. If you don’t get a response in a couple days, call again.

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How To Handle Inquiries

If you’re like me, here’s how you handle inquiries. Someone calls. You send information. You call to follow-up. They don’t respond. You call again. After that, you give up and forget about them.

But believe it or not, many of those leads you simply gave up on can be turned into profitable business for you … with just a little extra sales effort.

In fact, a study by Thomas Publishing Company reveals that most salespeople, regardless of the industry, give up too early. According to the study, 80 percent of sales to businesses are made on the 5th sales call, but only 10 percent of salespeople call beyond three times!

So you have probably not followed up on leads diligently enough (for example, I almost never call more than twice), and the new business you need may already be right in your files.

The best way to reactivate these old sales leads is to call them. Ask whether they got your material, whether they have an immediate or future need, and what the status of the need is.

This technique can be profitably used on prospects who have inquired within the last year or two. The best prospects, however, would probably be those who contacted you within the past 6 months.

I find that one-quarter to one-half of the prospects will encourage you to send literature, and perhaps one or two out of ten will come through with an order.

–Bob Bly
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Don’t Waste Time Visiting Unqualified Prospects

A common tactic used to increase response to direct mail is to offer something free, such as a free report or free consultation.

In the case of the free report, it doesn’t cost much to send out a booklet or article reprint. So even if some people respond to your mailing just to get the freebie, no big deal.

But what about if you offer a free consultation, evaluation, or estimate? It takes you time to provide that kind of freebie, especially if it requires a face-to-face meeting with the prospect.

That face-to-face meeting may be your goal, but it’s only worth your time with a serious prospect. To drive 2 hours to see someone who just wants the freebie is a waste of time. How can you prevent it?

Use the words “if you qualify” in your letter. For instance: “Call now, and if you qualify, you will get a free appraisal of what your business is worth in today’s market.”

With the “if you qualify” clause, you are not obligated to give everyone a free appraisal. You can pick and choose who gets it, making appointments only with solid prospects and passing on the freebie seekers. That can save you a lot of time and aggravation.

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On Saying “Thank You”

Your mother was right: thank-you notes are important. To this day, I always put the small envelopes with the handwritten addresses on the top of my “to open” pile of mail. Don’t you?

Other ways of saying thanks include:

Writing “Thank You” on your next invoice, on the outside of the billing envelope, or on a box going to a customer.

Using tissue paper embossed with the words “Thank You” for wrapping customer purchases.

Sending a thank-you postcard after a sale.

And if you don’t get the sale? Drop a note extending your thanks for the chance to present your product or service and promising a follow-up call in the future.

Everyone wants to be appreciated. Let your customers know – often and sincerely – that you appreciate them.

JOANNA BRANDI, Winning at Customer Retention (Lakewood Publications)