How many times must I hear this compliant from potential customers, colleagues or friends “I wish someone would return my phone calls. I left a voicemail?”
Then the person will continue with, “I just want the salesperson to tell me if the business is interested in my business.” Their frustration really increases when they are a sales referral and were told this vendor was reputable and conscientious. Of course, their comments are a little more colorful.
Further evidence about the reliance on technology to increase sales can be found in emails not being returned. This may help to explain the sudden rise of texting within the B2B sales arena.
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With many small to mid-size businesses complaining about the lack of sales or “no business,” one must have to wonder what the real problem is?
A colleague of mine, Rick Gosser, of Gosser Corporate Sales in Northwest Indiana, answers his phone all the time. Sometimes he may be working with a client or engaged in some other activity and the call will go to voicemail. His sales behavior habit is to call the person back as quickly as possible, usually within 60 minutes, he said.
What he has shared with the South Shore Business Networking Group is the person on the other end is actually surprised he answered the phone or returned the call. This response of surprise suggests many small business owners or sales professionals are relying solely on voicemails to increase sales and are forgetting this first buying rule:
People buy from people they know and trust. This statement has two important facts.
Fact No. 1: People buy from other people just like them. Technology is only a tool not a sales device.
Fact No. 2: Knowledge and trust must be established. Not returning phone calls creates distrust and no sales.
When phone calls are answered, when voicemails are returned, when emails or even social media postings are acknowledged, the person responding is beginning to build trust. This response action gives him or her a competitive advantage because his or her competitors are not responding.
Research several years ago by Pitney Bowes suggested sales leads go cold in 15 minutes. Failure to respond quickly is a recipe for disaster and definitely not the way to secure sustainable business growth. This is not a time of to have this sales attitude of voicemail will get it and I will call back when I have a free moment.
Voicemail is a tool and only a tool. How you as a small business owner or sales professional use that tool will quickly determine your sales success.
Leanne Hoagland-Smith is an author, speaker and executive coach. Her weekly column explores issues that impact the bottom line of firms with fewer than 100 employees. She can be reached at 219-508-2859.