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10 Answering Machine Tips That’ll Get Prospects To Return Your Calls

Getting an answering machine when you first call a new lead can be frustrating.

Some agents don’t even bother leaving a message, with many reporting that only 5% of their answering machine messages ever get returned — if that!

Top producers, however, understand that answering machines are a fact of a salesperson’s life. They also see it as an opportunity to get an edge over other agents and brokers who never really prepare for answering machines.

Ready to learn the secrets for creating and leaving messages that get returned? Here are 10 tips from phone sales experts that you can put to immediate use today.

1. Think radio commercials
Remember that commercial from the local auto dealer or jewelry store you heard on your drive today? Because you’re currently not in the market for a car or diamond ring, they may not have gotten you to act.

But many of the elements that work for local radio commercials apply with answering machine messages. So think about what works on these local ads the next time you compose your answering machine script:

• Keep it short
  Your messages should last no more than 30 seconds. If you’re given more time, use it to repeat your contact information.
  Some machines may even limit you to only 15 or 20 seconds. So the most important part of your message – such as your contact information – needs to be at the front … just in case you get cut off early.
  
• Speak clearly
  Record your messages before you use them and have others listen to them. You need to make sure your delivery is crisp, clear and understandable. Unlike a radio commercial, you’ll only have one “take” with each phone call to deliver a clear message.
• Not just once
  Radio ads don’t just run once and disappear. Similarly, you should plan on making a strategic follow-up call within a day. If your first call is in the morning, you may want to follow up with another call later that day.

2. Use hot button phrases
Top advertising writers know that every word counts with radio commercials. They also know that certain words carry a lot more weight than others … which is why the most effective ads use these “hot button” phrases and words.

“Free” and “affordable” are common in many ads, because they do grab people’s attention. But most hot button phrases are specific to each audience.

For example, here are a few phrases that may do a better job getting a health insurance shopper’s attention:

• “Affordable premiums”
• “Pre-existing conditions”
• “Low deductibles (or co-pays)”
• “Quick approvals”
• Significant numbers – like 1/3 or 20% off
• “Guaranteed coverage”

And don’t forget to mention the brand names of the most popular carriers in your area. These carriers have spent millions of dollars making sure they’re brand is recognized by their target audience.

You may not be able to use their brand names in your radio commercials, but you can use them in your phone conversations.

3. Personalize your message
One of the strongest “hot button” words is actually the customer’s name. And this is where your phone messages have a clear advantage over traditional ads and commercials.

So make sure you practice pronouncing each prospect’s name before you call. Keep in mind that you also personalize your message when you include your own personal information. And because every word counts, I recommend that you skip greetings like “Hi” or “Hello”:

“Mr. Smith. Janet here with XYZ Insurance, following up on your online insurance quote request…”

4. Acknowledge their annoyance
If you’re working a standard (shared) lead, chances are there’ll be other agents calling this same prospect. Even if you have an exclusive lead, there’s no guarantee your prospect hasn’t shopped around.

First, this means that you can’t wait even a minute when calling new leads. Secondly, your prospect may have already fielded calls from other agents. There’s a chance you may run into an annoyed prospect.

But you can still use this to your advantage.  By acknowledging their annoyance, you can lower their frustration level and give them a reason to make you one of the few messages they’ll return.

“You’re probably frustrated with all the calls you’ve been getting. But…”

5. Connect with their problem
Want to really personalize your message?

Make sure to review your lead sheet and come up with potential solutions — before you call them. Then when you have to leave a message, try to connect with their specific problems.

For example, if the lead sheet shows a pre-existing condition, consider adding a reference to it in your message such as…

“…I recently got a client with ____________ (pre-existing condition) into an affordable plan. I know I can help you find similar coverage…

6. Dangle the benefits
Always leave them wanting more. To this end, your message should tell prospects what you can do for them … with just enough specifics to whet their appetites for more.

Here’s an example:

“I just put a client in a major carrier plan only knowledgeable agents know about and slashed her premiums by 30%. I can do the same for you…”

Notice that this example has some of the hot button words we mentioned earlier, like “slashed premiums” and “30%.” But it doesn’t try to give the whole picture. Curious prospects will need to call to get all the details.

You can also tell them that they can claim a free gift when they call, such as a free guide for lowering their health insurance costs.

7. Give them a deadline
Another tactic for reinforcing the urgent need to call you back is setting a deadline. But don’t go overboard with this scare tactic. If anything, blame it on forces beyond your control.

For example, if you’re expecting a rate change from your preferred carrier, you may want to note that in your message.

8. Contact options
Your message should reiterate your preferred contact method, i.e. your phone number.

But if you have a self-service website with a multi-carrier quote engine, you may want to give your prospects a second option for starting their purchase with you.

Online consumers often feel more comfortable if they can shop and compare plans on their own — without the worry of being manipulated by a “salesperson.” With a fully functional website powered by a multi-carrier quote engine, shoppers can compare dozens of plans to find the right one for them.

There’s also a potential time-saving benefit when you offer a second contact option. Many agents today now receive commission checks on web-submitted applications where they never spoke to the client.

9. Get up!
Standing up when you make a call is an old sales trick … and it still works. Before you leave your answering machine message, get up!

But in addition to standing, you should also make sure that your energy is up. An exciting message will be useless if it comes off like a read script.

Go back to the radio commercial models I mentioned at the top. Have you noticed how all those announcers seem upbeat? Well, they actually have to work at reaching that level.

A rule of thumb is: if you think you’re voice is TOO upbeat, then you’re probably just right.

Just as television can add 15 pounds to your look, radio takes down your excitement level a few notches … because there are no facial cues or body language to emphasize your words. So, get up!

10. Practice your scripts
Finally, it should go without saying that you need to practice your scripts.

Yes, that’s “scripts” plural. You should have at least 5 scripts ready to use, based on the most common types of leads you find yourself facing.

And by practice, I don’t mean just one or two quick run-throughs. You need to know these scripts so well that you don’t even need to look at a script or pull a brain muscle trying to remember.

Your message must sound natural and conversational. To put it another way, when a prospect checks his answering machine and hears your message, it should sound as if he’s hearing from a friend or colleague.

Jeremiah Desmarais is vice president of marketing at ProspectZone, a company whose web-based tools and high-quality health insurance leads help agents consistently increase productivity by 2500%. He is the recipient of 9 awards for his marketing and design initiatives online. He is also editor of the ProspectZone Newsletter, which delivers helpful sales articles, tips and marketing strategies to 15,000+ insurance agents monthly. Author of several white papers, Jeremiah is a contributor to the Agent’s Sales Journal, Health Insurance Underwriter and Broker World, as well as a guest speaker at various carrier events and workshops. He is a member of the Society of Industry Leaders.