In our previous email, we took a look at what was wrong with just the 1st paragraph in this typical voicemail message that most sellers would leave. Today we’ll look at the 2nd paragraph:
Mr. Collins. Hi, this is Terry Sanders calling. I’m the new
account rep for Generic Systems. My company is a local printing company
that offers one-stop shopping for all your printing needs.
The reason I’m calling is that I’d like to find out how your company is
handling your printing needs – and then share with you a little bit
about how Generic might be able to help you out.
I know you’re a really busy person, but I’d be glad to meet you at your earliest convenience. My number is xxxxx. I look forward to talking to you soon.
I’m sure you’re looking at that 2nd paragraph thinking, what could possibly be wrong with that. In fact, you might even think it’s perfect because it’s as consultative as you can get.
And you’re right. It’s perfectly mundane. Boring. It’s exactly what every other seller says – all 37 of them that called earlier this week.
Think of it from Mr. Collin’s perspective. There are 37 salespeople who want to come in to learn about his “needs.” Some want to know about his printing needs. Others want to know about his staffing needs. And still others want to know about his copier needs, computer needs, travel needs or office supply needs.
Get the picture? He could spend his whole entire week meeting with salespeople who want to know about his needs. Why? So they can sell him something. I’m sorry. Not sell, “share how their company can help.”
What does he get out of it? Nothing. Nada. Nil.
Even if you have good service. Even if your company is passionate about what you do. Even though you are local or have the best technology or the most robust systems. That’s not enough to make him want to spend time with you.
This paragraph conveys absolutely no value from the decision maker’s perspective. It is simply a time waster – another sales rep calling who wants to usurp one more hour of his already overcrowded schedule to find out about his needs.
What’s Mr. Collin’s response to your message – if he’s still listening? I have just one word for it.
DELETE! Starting to sound familiar? The people you’re calling are quick to delete any message that adds no value. Delete, delete, delete.
Now I am being a bit brutal on you, but that’s the only way I can help you see why you’re having trouble.
In the next post, we’ll take a look at what’s wrong with the 3rd & final paragraph.