Your cell phone rings. You don’t recognize the number and the call goes to voicemail. Sometime later, you listen to the message…
“Hi! My name is Bill. I sell cars. I’d like to sell you a car. I’m calling today to talk about how I can save you money. If you would, please call me back at 781 – 934 – 7036. Thank you.”
Would you call back? Probably not. Why? Don’t you like saving money? So, why didn’t you call back? “Bill” seemed friendly enough. He got right to the point. He left you his phone number.
Unless you have a burning need regarding your vehicle (repair, maintenance, or even replacement), that message is not enough to make you pick up the phone, call back, and find out more information.
Let’s change that.
What kind of message would you need to hear in order to do the opposite and return that phone call? Let’s make a list:
- It would need to be more relevant;
- It would need to be more timely;
- It would need to be more personal;
- It would need to be different.
Okay, let’s give Bill another chance…
“Hi! My name is Bill. My dealership sold you your 2015 VW Tiguan. That was five years ago and a lot of new technology has been added for your safety, technology that is not a part of your vehicle. If you are at all aware of the lack of focused driving these days, driving a safer vehicle would certainly be of interest. I thought I would call and see if I could convince you to come in and have a look for yourself. Today’s cars are safer, more fuel-efficient, and more fun. What’s more, if you are working from home, chances are a low mileage lease could make driving a new car possible for a lot less money than you might think. Today is Tuesday. I will try you again before the week is out. If you see this telephone number on your caller ID, why not pick up and let’s talk? 781 – 934 – 7036. Thank you.”
You might believe it’s difficult to get someone on the phone. You might think it’s even harder now during the COVID era. You might get mad that your calls are not returned and you fault the customer, blaming everything from the coronavirus to remote working to millennials not wanting to talk.
But you’re wrong about that last part. Yes, it is definitely difficult to get someone on the phone. Yes, I hear it’s harder now than ever before. But the customer is not solely to blame. Neither is COVID. You hold some fault, too, and likely not just a little.
Just like you would let a call go to voicemail, listen to the message, and then not reply, the customers you are calling on our experiencing the same issue: Your messages suck.
Make a better call, get a better outcome. “I sell print” is not your best effort. Solve the problem, earn the order. Up your game. Up your quality. Up your content.
Take it from Bill. He upped his sales pitch. Up yours.
