Mastering the Art of Cold Voicemails: A Comprehensive Guide

When initiating a cold call, what does a great voicemail sound like? Should we even leave a voicemail on a cold call? This article explores how to craft effective cold voicemails that increase callback rates and build genuine connections with prospects. We will demonstrate why voicemail marketing remains a powerful tool and provide detailed templates to master the art.

Why Use Voicemail for Cold Prospecting?

Prospects often receive numerous cold calls and emails, making stand-out voicemails more valuable. Here are the key reasons to adopt the approach:

High Callback Rate: Voicemails can yield up to 22% callback rate, making them a worthwhile investment of your time and effort. Less Spam Perception: Unlike traditional calls, voicemails often do not interrupt the prospect’s current activities, reducing the feeling of being a pest. Unique Outreach Method: In comparison to the myriad of digital communication tools, voicemails are underutilized by sales teams, providing a unique opportunity for effective communication.

Key Steps for Crafting a Compelling Voicemail

To make your voicemail effective, follow these essential steps:

1. Prepare Thoroughly

Being prepared is crucial for success, even when making cold calls. Research your prospect to tailor your message. Use CRM tools like Salesforce to access critical information and improve efficiency. The objective is to find the most important prospects based on their professional background, job responsibilities, and recent activity.

2. Keep It Short and Sweet

A concise and engaging voicemail is key. It should be between 20-to-30 seconds long, memorable, and respectful of your prospect’s time. Focus on highlighting the value of your message without being overly lengthy.

3. Start Strong Without Identifying Yourself Directly

Begin your voicemail with a positive, relevant message that doesn’t include your name or company right away. This allows the prospect to adjust to the call and build interest:

“Hello Pam! Congratulations on your recent mention in the news!” “Hello Pam, Good job! I noticed your company’s impressive recent growth numbers!” “Hi Pam, What would it mean if you could grow Company X’s revenue by X in Y years?”

4. Personalize for Impact

Make your voicemail feel personal and relevant. Use the prospect’s first name and reference their recent activity, such as a blog post you noticed or a project they were involved in. This personal touch increases the likelihood of a callback:

“Hi Jane, I was intrigued by your recent post on LinkedIn about innovation in the healthcare industry. I believe my solution could be a valuable addition to your ongoing discussions. I’d love to discuss how we could partner to advance this project.”

5. Avoid Repetition with Different Channels

Ensure your message is unique across different channels. For example, if you send an email and leave a voicemail, tie your voicemail to the content of your email. This approach humanizes your outreach efforts and shows genuine interest:

“Jane, I noticed you recently received a copy of my proposal in your inbox. After reviewing it, I wanted to give you a quick call to discuss any questions you might have or areas where we could improve together.”

6. Timing Is Everything

The timing of your call plays a crucial role in maximizing the chances of a callback. Avoid odd hours, and consider the following best practices:

No voicemails at odd hours of the night. Best times are from 6:45 AM to 8:00 AM and 4:30 PM to 6:30 PM. Voicemails recorded on Fridays are least likely to be returned. Monday mornings are reserved for high-priority calls and appointments.

Conclusion

Cold voicemails, when executed effectively, remain a powerful tool in your sales arsenal. By preparing thoroughly, keeping your message short and impactful, personalizing your approach, and choosing the right timing, you can significantly increase your chances of a callback and genuine prospect engagement. Embrace this unique form of outreach to stand out in today’s competitive sales landscape.