It’s how we articulate knowledge, establish rapport and create connection. People do business with those they know and trust, right? Dialogue is the foundation of a meaningful business relationship.
This why I was stunned to read this misguided gem in a blog post authored by Howard Sewell of Spear Marketing Group:
“Who the heck responds to voicemail these days even if they DO have a need? Certainly not me. It’s 2015: use email, for crying out loud.”
The context of Howard’s comment was a discussion of lead nurturing and the appropriate role enterprise sales professionals should play in that process.
I met Howard earlier this year at a conference hosted by private equity firm JMI. I think he is well versed and his firm – Spear Marketing Group – does good work for its clients.
Yet, his discount of voice mail as a credible and convincing channel for sales professionals is completely off-base. In fact, I encourage the sales teams at Strategic Communications Group (Strategic) clients to embrace voice mail in their lead nurturing activities.
Here is why:
- Emotion is more easily communicated. I am certainly a fan of the emoticon, yet it simply doesn’t convey empathy like a well articulated voice message. Even if the person elects to not return the call, voice mail is an opportunity to brand and message.
- It is an effective complement to e-mail and other forms of digital communications. As our Inbox becomes increasingly noisy and cluttered, a simple voice message can call attention to a timely and important Email.
- The person may actually answer the phone. Yes…it happens…more often than you think. http://modernmarketingtoday.com/3-reasons-why-voice-mail-remains-a-sales-winner/Always inquire if the prospect has a few minutes to talk. Even if the answer is “no,” I’ve found the person much more amenable to set a time to talk at a later date.
Marc Hausman is president and CEO of Strategic Communications Group (Strategic), a Washington, DC-based Web2Sales consultancy that helps B2B technology, software, telecom and cybersecurity companies more quickly identify and nurture sales-ready leads. Read more on his blog athttp://www.thestrategicguy.com.