Voice mail. The death of a salesperson.

Convenience technologies like voice mail can have a far-reaching impact, often in ways not predicted by their creators. Not that long ago, a single phone call could get a professional salesperson an appointment with just about anyone. A name and a number was all it took to get a foot in the door.

"I'm not at my desk right now but if you leave a message I'll call you right back...." You'd have a better chance with smoke signals. While originally advertised as a way to eliminate "telephone tag," voice mail today is creating as many problems as it solves. Jay Goree, sales engineer for BEI Motion Systems of Carlsbad, CA (manufacturers of optical shaft encoders for the oil industry) says that two years ago he encountered little voice mail on his weekly average of 35 telephone sales calls. "Now, up to 40 percent of my calls end up on voice mail," he observes, "and many times my customer contact seems like two cars passing each other on the highway."

In many companies, the phones are rarely answered anymore. Everybody, from the junior secretary to the most senior manager, simply leaves their voice mail on. Employees today have learned they don't have to answer the phone or screen calls anymore -- that's what voice mail is for. "It's put an end to a lot of personal connections," says Goree.

Voice mail is impenetrable. . .it's the salesperson's ultimate objection. Voice mail technology can be a little disappointing for the unsolicited caller. Even for sales professionals with sharply honed telephone techniques, voice mail can be the ultimate objection, impenetrable and unresponsive. Keith Mason, director of The Music House in Nashville, TN, (a music production company), says voice mail has had a dramatic impact on the way he does business. Making up to 40 telephone sales calls a week, Mason mainly calls on advertising agencies and large corporate clients. "I'd say about 75 percent of my calls these days end up connecting to voice mail. A lot of times, I won't even bother leaving a message. It can really be frustrating when you need to speak with someone directly."

Business used to be all about personal contact. Human nature being what it is, you can't blame employees for leaving their voice mail on. An endless stream of unscheduled phone calls can interrupt otherwise productive quiet time. Voice mail has also been a boon for receptionists, freeing them to do other administrative work. Yet business used to be all about personal contact. People communicating with people. If you weren't accessible, you didn't stay in business. In fact, personal access and personal attention were the biggest selling factors in the service industry sector -- part of the rich tapestry of business life. One thing Mason misses most are the coincidental sales he used to be able to make. "Before voice mail, you wouldn't believe the number of sales I made simply by calling the right person at the right time. Maybe it was instinct, maybe just coincidence, but with voice mail those days are over." Mason and Goree both agree that voice mail has increased the number of calls they make and decreased their calling efficiency. Adds Goree, "It's tough to set up a context for the call, to get enough happening in a one-way conversation that's 0intriguing and interesting. I really miss the contact."

What if a major order came and went just because the voice mail wasn't answered? The ironic aspect is that this new telecommunications technology was developed to make it easier for everybody to keep in touch. Direct in-dialing, automated operators, call-forwarding, cellular and the soon-to-be-available wireless systems promise more, and easier, contact than ever before. For some businesses, it does what it's supposed to. David MacKenzie, general manager of The Steritech Group of Charlotte, NC, (a commercial pest elimination company), has enjoyed the implementation of automated operators and voice mail in his client base. "My business demands highly qualified leads. I don't use the telephone for prospecting," MacKenzie says. "Not having to arm wrestle a receptionist-gatekeeper to reach my contacts has made my days more productive."

Not everyone has a client base so responsive. Goree knows of one engineer who boasted having over two weeks' worth of unanswered messages. "How do these people know they're not missing a great opportunity?" he asks. "What if a major order came and went just because the voice mail wasn't answered? I bet that's happened more than once."

I catch more clients before 9:30 and after 5:00. The best advice these veteran users have is to find a way to make voice mail work for you instead of against you. After all, you've reached your target, and they're listening to your message. In pure marketing terms, it's a golden direct-selling opportunity. In fact, exploring the attributes of effective direct mail reveals a number of areas shared by the voice mail medium. A review of "Tips For Callers" provides some interesting angles.

Mason finds playing with time can lead to more effective communications. Early morning and late afternoon are his recommended time slots for "live" connections. "I catch more clients before 9:30 and after 5:00. Maybe that's when they're checking their messages, maybe it's when they make most of their outgoing calls. Another thing I do is to make sure I leave a question that needs an answer. This really seems to help get a response." Goree shares this philosophy. "You've got to provide them with a reason to call you back."

Many companies have terrific voice mail discipline. If voice mail is already part of your communications arsenal, it's important that you and your staff are disciplined to use it properly. Many companies have terrific voice mail etiquette. Callers know their message will be responded to, and the medium becomes both effective and time-saving. "Tips For Voice Mailers" can help you check your own and your company's, voice mail efficiency.

Next time fellow salespeople start singing the voice mail blues, join in the chorus, but make sure you also share ideas about the opportunities voice mail presents. Instead of a slow and certain sales death, you could turn voice mail into a powerful new sales aid, helping you get a foot into doors you've never entered before. Just make sure you share how you did it with the rest of us.

Tips For Callers

1. Plan your call objectives before you place the call.

* What do you want from the called party?

* How does your script achieve this objective?

* What's in it for the called party?

* Why should they call you back?

2. Identify yourself as if you were speaking to the called party.

3. Treat the call as if your called party had actually answered. Relax and be yourself.

4. Mention a follow-up letter and send it.

5. Rehearse and record your one-way sales calls so you can hear how credible you sound to your customer.

Tips For Voice Mailers

1. Put some real content into your greeting announcement and update it regularly.

2. Don't hide behind your voice mail. Return all your calls. You can never tell where a simple message may lead.

3. Leave your voice mail off for part of each day.

4. Let your regular clients know when they can reach you for a live conversation.

Bruce Olive is a business communications consultant who responds to his voice mail in North Carolina's Research Triangle Park region.