Let’s be blunt: most sales voicemails sound like someone reading the back of a cereal box… at gunpoint.
You’ve probably received those robotic, jargon-filled messages yourself. You don’t return them. You roll your eyes as you delete them. You pity the CEO who actually paid someone to do the work of leaving the bad voicemail (creating a bad impression), who has no hope of getting anywhere. So, here’s the million-dollar question. How do you confirm that the voicemails you leave are impactful voicemails? If you’re leaving voicemails as part of your sales prospecting strategy—and you should be—then it’s time to run your messages through our Voicemail Impact Checklist™.
It’s fast and it works. Here are the elements:
1. Do you sound conversational, not like you’re reading?
You’re not delivering a TED Talk. You’re calling a real person. Ditch the stiff script and speak like you’re chatting with a smart, busy professional over coffee. If you sound like you’re reading, they’re deleting.
2. Is it about them—not you?
This is not the time for your life story or why you would “love” to meet with them. Lead with something they’ll care about, something that will make their lives better. A relevant point, a compelling insight, or even a sharp question. Make it about their world and say something they’ll value. A seller once left me a voicemail saying she was calling to get feedback on the emails she sent me. That is all about her and has nothing to do with me. Why would I spend my valuable time giving her feedback? She just wasted the opportunity to get anywhere with me.
3. Is your voicemail devoid of fluff, puffery, vanilla language?
“Industry-leading, results-driven, cutting-edge…” Snooze. “We’re a boutique company.” Huh? The word “boutique” can mean different things to different people. To you, boutique may mean something great and to the prospect it may mean you’re too small to handle their business… a negative. You’ve got seconds—don’t waste them on empty buzzwords. Be direct. Be real. Be memorable.
4. Are you articulating your words clearly and are you loud enough without shouting?
No one wants to lean in to hear what you mumbled. Enunciate. Be clear. Speak up without shouting. If they can’t understand you, they can’t know if you can bring them value. Also, be sure there is no background noise while you leave a voicemail. That means, don’t prospect while you are sitting in a noisy coffee shop.
5. Are you energetic, excited, not flat?
Don’t channel your inner infomercial voice. You want upbeat, not over-the-top. Think: confident, interested, warm. Energy is contagious – so bring some!
6. Do you sound like you are talking with someone versus delivering an ad?
This isn’t a monologue. Even though they can’t respond in real time, you’re still talking to a person, creating impressions, initiating a relationship. Visualize them. Smile. Imagine they’re across the table from you. It changes your tone in all the right ways. It may even help you to look at a picture of someone while you leave the voicemail.
7. Do you sound authentic, like you really care?
People can sniff out fake in three seconds flat. Sound like you actually care about helping them. Because if you do, your tone will naturally come across as trustworthy and engaging.
8. Is the voicemail 45 seconds or less and six sentences or less?
This isn’t a podcast. Keep it tight. Rambling kills momentum. Practice until you can deliver your message with clarity and punch—ideally in 30–40 seconds. Many will stuff as much information as possible into their six sentences. You don’t need to do that. You will likely need to call again next week and you can weave additional themes into the next voicemail.
Most important: Would you give you a meeting?
Pretend you are the person receiving your voicemail. Ask yourself if you heard that voicemail would you call you back? Would you give you a meeting? Or, would you take the call the next time you see the number show up on your phone? If the answer is no—fix it.
Here’s some homework
Record your voicemail for yourself. Play it back. If needed, change your approach until it passes the “I’d take this meeting!” test.
Remember
It’s easy to fix a crappy voicemail.
It’s almost impossible to change the bad impression left with a prospect after they receive a less than stellar one. A great voicemail won’t close the deal. But a great voicemail will put you on the path to opening the door. Stop winging it. Start working it. Use this checklist before every message you leave. Now go leave a voicemail worth remembering!