Getting an answering machine when you first call a new lead can be frustrating.
Some agents don’t even bother leaving a message, with many reporting that only 5% of their answering machine messages ever get returned — if that!
Top producers, however, understand that answering machines are a fact of a salesperson’s life. They also see it as an opportunity to get an edge over other agents and brokers who never really prepare for answering machines.
Ready to learn the secrets for creating and leaving messages that get returned? Here are 10 tips from phone sales experts that you can put to immediate use today.
1. Think radio commercials
Remember that commercial from the local auto dealer or jewelry store you heard on your drive today? Because you’re currently not in the market for a car or diamond ring, they may not have gotten you to act.
But many of the elements that work for local radio commercials apply with answering machine messages. So think about what works on these local ads the next time you compose your answering machine script:
Keep it short.
Your messages should last no more than 30 seconds. If you’re given more time, use it to repeat your contact information. Some machines may even limit you to only 15 or 20 seconds. So the most important part of your message – such as your contact information – needs to be at the front … just in case you get cut off early.
Speak clearly.
Record your messages before you use them and have others listen to them. You need to make sure your delivery is crisp, clear and understandable. Unlike a radio commercial, you’ll only have one “take” with each phone call to deliver a clear message.
Not just once.
Radio ads don’t just run once and disappear. Similarly, you should plan on making a strategic follow-up call within a day. If your first call is in the morning, you may want to follow up with another call later that day.
2. Use hot button phrases
Top advertising writers know that every word counts with radio commercials. They also know that certain words carry a lot more weight than others … which is why the most effective ads use these “hot button” phrases and words.
“Free” and “affordable” are common in many ads, because they do grab people’s attention. But most hot button phrases are specific to each audience.
For example, here are a few phrases that may do a better job getting a health insurance shopper’s attention:
- “Affordable premiums”
- “Pre-existing conditions”
- “Low deductibles (or co-pays)”
- “Quick approvals”
- Significant numbers – like 1/3 or 20% off
- “Guaranteed coverage”
And don’t forget to mention the brand names of the most popular carriers in your area. These carriers have spent millions of dollars making sure they’re brand is recognized by their target audience.
You may not be able to use their brand names in your radio commercials, but you can use them in your phone conversations.
See Part 2…
