Message Waiting

Y ou've done your homework. You know this prospect can benefit from your services. You're prepped and ready to present yourself. Eagerly, you dial the number. You get the dreaded voicemail.

Your next move is critical.

Some sales professionals suggest immediately hanging up. They base that action on the belief that no one returns voicemail messages for sales agents.

Don't make the mistake of dismissing voicemail messages. They are in integral part of your selling toolbox. Any energy expended without an end result, albeit a voice message, is wasted energy.

Why take the time, spend the dime and then leave the line? At the very least, you've put your name out there. The prospect may not return the call, but he'll have heard your name and just might remember it the next time you do call.

Which leads us to the message. First and foremost, SPEAK SLOWLY. Sales professionals can put more words in a single breath than is sometimes humanly possible. Take a breath, and remember: You're not pitching ? you're planting a seed. Think of putting your voice at 33 1/3 speed even though you usually spin at 78 rpms.

The content must be short and simple. Keep in mind that old military approach, "name, rank and serial number." That translates into your full name, your company and your direct-dial number.

If you must say something more, put it in the form of a proactive statement, i.e., "I've got great news. Look forward to hearing from you soon," or "Please call back at your earliest convenience to hear the great news."

Tone is just as important as text when leaving a voicemail message. Put a smile on your face the minute you hear that beep and keep it there until you hang up. Talk with enthusiasm, and your prospect will be enthusiastic to return your call.

Personalize the message. Use your prospect's first name when leaving your message. A personal greeting is the first thing a well-crafted voicemail delivers.

Above all, never, ever mispronounce their name. If you're unsure of how to say it, call their company to confirm before your place your call.

Why not give your message an edge? If you've been referred by a mutual friend, mention their name as well. If you work with an affiliate of that prospect, say so. In this case, familiarity breeds new business.

However, don't give out too much information. You just want to entice a return call. If, at the outset, you go into detail about Web sites, products and services, etc., you give your prospect the opportunity to say no before you've even talked.

Finally, use the technique shampoo manufacturers swear by - namely, rinse and repeat. Repeat your name and number as you cordially say goodbye. That goodbye always includes two compelling words: "Thank you."