The Voice Mail Barrier 

You have just returned from a successful trade show or conference and have accumulated a stack of business cards from attendees who expressed a high level of interest in your company's products or services. 

A number of people even asked you to call them to arrange a meeting to learn more about what you have to offer. But when you follow up by calling these "hot prospects", you repeatedly reach voice mail.  You leave a message but the very people who expressed interest when you met are not responding.  You call again, again and again and are still unable to make personal contact. How can you have a live conversation if you repeatedly reach voice mail? 

Strategies for Connecting 

Customer development efforts in the age of voice mail can be frustrating. How do you break through the voice mail barrier? One strategy is to call during off-hours, either early in the morning or later at night, since some people forward their outside calls to voice mail during regular office hours.   

But if you still do not connect, should you keep calling in hopes of reaching the person or continue leaving voice mail messages? Consider doing both. But to avoid being perceived as a voice mail "spammer", do not leave more than two voice mail messages in a week. Then wait a month or so before trying again.   

Sometimes it is helpful to transfer to the receptionist.  That way you can often verify whether the person you are trying to reach is away on business or vacation and find out when he or she is expected back in the office.  

Plan Your Message 

Choose your words carefully when leaving a voice mail message.  Stress how much you would like to speak with them and that you will not take up much of their valuable time when they return your call.  In follow-up calls, be careful not to embarrass a prospect for not returning your calls. 

Think about your message in terms of an advertising commercial.  Include an interesting fact about the products or services you offer and the benefits.   

Keep it brief - a long voice mail may be deleted before the person listens to the entire message.  

Is there a connection between you and the person you are calling? If so, mention that in your message. You may have a mutual colleague, belong to the same business association, or have found helpful follow-up information after the conference you both attended.  Or if the person has written an article or spoken at an event you have attended, mention this and compliment their efforts.  People like to be noticed.

Overall, make sure that whenever you leave a voice mail message, your tone is warm, friendly and upbeat and your message is interesting and pleasant.  

If at First 

If you have called, left messages, and still can't get through to the person, send an email.  Many people will reply quickly. If you can interest the person in what you have to offer, they may be willing to set up a phone appointment, or better still, a face-to-face meeting, to find out more.  If you don't have the person's email address, look on the company's website or ask the receptionist.  

Should you ever stop trying to break through the voice mail barrier?  That depends on the value of the prospect's potential business.  A small business opportunity may only be worth a few calls, but a large one would certainly require many more.  Those who have devoted a large amount of time to client development often have stories about prospects who finally say yes after dozens of telephone calls and several months of relationship building. If the potential is there, keep at it.