Don't Be Surpised By Return Calls

One way to get calls returned is to leave just your name, maybe your company, and your regular direct-dial phone number. My feeling when I get messages like this is that it might be a potential customer, therefore I can't risk ignoring the message.

However, I don't recommend leaving messages on cold calls, as it can backfire quite easily. For example, take the case of a decision maker returning a call to someone he/she hopes is a prospect or customer for him, only to be disappointed-maybe even angered-by the fact that the caller was a salesperson. Double the pain when the sales rep is awful. Consider this example:

Hmmm, upon scanning my database, I knew it wasn't a customer or previous inquirer. Someone from the media perhaps? Maybe a salesperson hoping to sell me. I returned the call.

"This is Dan Kroll."

"Dan, this is Art Sobczak returning your call."

After five seconds of nervous silence, he shuffled a few papers and asked, "Uhh, yeah, Art, did I call you today or yesterday?"

"I don't know."

"Let me see here. Hmmm. I call a lot of people, and I might have called you for a few different services I sell."

By now I figured out this was a sales rep prospecting haphazardly, leaving messages at every opportunity, hoping a few might call him back. I grew irritated as he diddled away my time.

"Look," I said, "If you don't know why you called me, I certainly don't know. I don't have time for this."

"Ok, Ok, I know now. I just called basically to tell you about my company."

Just as I suspected. A guy who was not able to articulate a benefit that would grab my attention and salvage something from the call. "Let me save you some time. I talked to someone from your company a year ago (I did recall it at that point), and I'm not a prospect for you. Thanks."

Analysis and Recommendation

If you must leave a message, be certain you're prepared to instantly recognize the person when they call back, and then take control of the call.

And that means having a valid, interesting reason for them to listen to you. Saying, "I want to tell you about my company," is a sure way to put someone in a resistant frame of mind. People don't care about your company. They care about their company, and what they could potentially gain by talking with you.

From what I recall about this business, he could have said something like, "My company specializes in helping experts in their field get free publicity in publications and on the radio, putting their message in front of hundereds of thousands of potential buyers. If that's something you'd have interest in, I'd like to ask a few questions to see if we'd have a good fit."

Message-Leaving Tips

If you leave messages for call backs, here are helpful tips.

• Keep a list nearby of everyone you left call-back messages for.

• If an operator or assistant answers your calls and then routes them to you, have them always get the caller's name and company. This way you're easily able to access that person's file.

•Note on the file your reason for calling. You're then able to instantly shift into your reason for calling without sounding like a bumbling dufus.

If you leave messages, know who might call back, and be prepared to wow them quickly.