5 tips for how to prospect in 2024: B2B Voicemail Edition

Happens every day. Several times a day. You get a 26-second voicemail that goes something like this:

"Hey, this is Sam (not his real name) calling with XXX. Just tried to reach you via phone. I sent you an email here recently so what I'm gonna do in an effort to try to connect is I'll send you one more email. In the subject line, it'll say voicemail follow up. From there we can schedule a time to connect. Again, Sam calling from XXX. Looking forward to connecting with you soon."

Stop for a minute. What are your first reactions?

After being in the B2B strategic sales profession for a few decades, my first reactions are summed up as:

"Sam, I feel for you. It's 2024, and someone has hired and trained you to prospect using this approach? Update your resume, my fellow sales professional, and find a company who is committed to your success."

I'm not revealing Sam's real identity or company because that would be trolling. Funny thing is I looked them up. Something I wouldn't expect most recipients of Sam's voicemail to do.

They're in the "outbound sales development" business and claim to "fill the sales funnel."

For the record, I think it's a strategic mistake for B2Bs in anything but the most transactional of businesses to outsource prospecting. There are exceptions, of course, such as projects like voice-of-the-customer interviews or testing whether a beachhead can be established in an entirely new market or if your B2B business is so transactional that one-call closes are possible.

Other than that, why would anyone expect outside talent to do a better job of initiating that all-important first contact with prospects than people you hire to be part of your team?

Yes. I know. Cost and cash. Want some tough love? Hire one less developer, and spend the money on people who bring in revenue.

Ok, back to Sam's message — and more to the point, the message to his leaders.

1. Where's the purpose of the call?

He tells me his company name and nothing else about why he's calling.

He says he just tried to reach me by phone. Yes. Thanks. That's obvious by the voicemail.

He says he sent me an email. Sorry, but so what? Not only do I not recall an email from him or his company, I searched trash and spam looking for one. Nothing.

2. What's being proposed as next steps?

He's going to send one more email. I didn't get the first one. Now there's a credibility issue brewing.

And, promising to send one with the subject 'voicemail follow up'? Come on, Sam's sales and marketing managers. Be a little more creative! How's 'voicemail follow up' supposed to stand out in my inbox?

I didn't get the first email, and now I'm only going to get one more? Is that the last I'll hear from you folks? Works for me.

3. What's the call to action?

I get that if I'm not an "A" level prospect, you're going to be less committed to action and will put some of the burden on me to qualify myself. I'm actually ok with that if that's the case.

However, by not telling me why you called and not giving me anything to consider as ROI to me, where's my incentive?

You're suggesting that I, a) be on the lookout for your email among the scores I get daily and then, b) take the time to compare my calendar to yours to schedule a call with you?

The chances of me doing that go up if I know WIIFM — What's In It For Me. I don't.

So, how would I write the voicemail script for Sam? This is for an "A" level prospect.

"Hi, [Called party's name]. This is Sam from XXX. The reason for my call is how companies like yours, including ABC, 123, and XYZ, have increased sales by as much as XX% in the first two quarters (or whatever the measurable ROI is) by partnering with us for outbound sales development services. You'll find testimonials at our website, ourcompany.com. An email with the subject, 'How ABC, 123, and XYZ grew sales with XXX' is on its way with more info and a scheduling link. I'll call you again on Tuesday at 8am (in 2 business days and before their day gets going). My number is 555-555-5555. Have a great rest of your day."

That comes in at 33 seconds as I would deliver it. Your mileage may vary.

5 Tips for Telephone Prospecting Voicemails

1. Space out your promises to call "A"s based on how long your first calls tend to last; i.e., first promise is 7:30 and second promise is 7:45 if 10–15 minutes is what a first call typically takes. Do everything you can to deliver on your promise to call. It's the cornerstone to building trust and credibility — and you won't get a second bite of the apple with the prospect if you fail to deliver on this first promise.
2. Fill in the gaps between committed A calls with B calls.
3. Calling A's in the middle of the day? Ask yourself, do you really expect your best prospects to pick up an unknown caller after 9am and before 4:30 or 5?
4. "B" level prospects hear the same message but with slightly less of a commitment on when you'll make the next call; i.e. "I'll call you again on Tuesday" without a specific time.
5. If you've run out of A's and B's and are calling C's, the commitment is time-based only if there weren't enough A's and B's to fill up the calendar: "I'll call you early next week."

What do you think? What approach do you use?

How would you change either one of these? Are you A/B testing?

Feel free to share your thoughts, ideas, and feedback in the comments.