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Do you have an OUTSTANDING initial outreach? Our free webinar “Voicemail as a Science” has been applauded as being one of the best webinars on the recruiting process. I want to personally invite you to join me Donato Diorio / CEO Broadlook Technologies Some of the concepts covered: ◦Defining voicemails: not all voicemails are the same ◦What are the major types and how effective are they? ◦How to assess your team’s current voicemail skill, it may shock you! ◦How to craft, measure and score a voicemail message ◦How to coach your team into voicemail gurus ◦The importance of peer review -How to get a return call 9 out of 10 times
Citation preview
Voicemail as a scienceVoicemail as a science
Presented by:Donato Diorio | Founder & CEOBroadlook Technologies
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
Sponsored by:
#vmailscience#vmailscience
A walk in the woodsA walk in the woods
Who is sharing my walk in the woods today?
Who is sharing my walk in the woods today?
Poll
I save crappy voicemails
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.
Poll
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
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
•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?
Poll
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”
• 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.
• 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!
• 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?
Poll
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.
• 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
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
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?
Poll
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.
• 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”
• “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
• 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
• 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
•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.
• 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
Voicemail MeasureVoicemail Measure
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?
Poll
Voicemail MeasureVoicemail Measure
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
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"
Voicemail MeasureVoicemail Measure
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?
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
Voicemail MeasureVoicemail Measure
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?
•Are you capturing new venues? •Does your CRM support it?•Are you leveraging them for sales?
4 Spheres of Influence4 Spheres of Influence
Co-founderCo-founder AdvisorAdvisor Office MgrOffice Mgr ClientClient ConsultantConsultant
ContactContactVenuesVenuesContactContactVenuesVenues
Peer Peer InfluenInfluen
cerscers
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
4 Spheres of Influence4 Spheres of Influence
ContactContactVenuesVenuesContactContactVenuesVenues
Peer Peer InfluenInfluen
cerscers
Peer Peer InfluenInfluen
cerscers
IndustrIndustryy
KnowleKnowledgedge
IndustrIndustryy
KnowleKnowledgedge
4 Spheres of Influence4 Spheres of Influence
ContactContactVenuesVenuesContactContactVenuesVenues
Peer Peer InfluenInfluen
cerscers
Peer Peer InfluenInfluen
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
44
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?
Poll
Voicemail MeasureVoicemail Measure
Minimum competencyMinimum competency
Average outreachAverage outreach
StandardscriptsStandardscripts
SOIscriptsSOIscripts
Poll
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
Add 25 points to your vm score
Why video enhances voicemail:
Capturesattention(Shock and Awe)
Multipletouches
Messagequality
Impactmessaging
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
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
Yes, that’s how to get the names of all those people to call
Contact us: 877-977-8080Contact us: 877-977-8080
Email: [email protected]: iDonatoLinkedIN: www.linkedIN.com/in/donatodiorioBlog: www.iDonato.com
Email: [email protected]: 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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