- why it works.
- Posts
- How to use video & voice
In today’s issue, I’ll show you how to increase your connect / reply / meeting rates by using voice notes in your outreach. For any modern sales rep, using these channels is now table stakes.
Read time: 4 minutes
Why It’s Necessary
If you’re a long time subscriber, you’ve heard me say this a lot and it’s only becoming more of a reality - it is really, really hard to capture your prospect’s attention.
Think about it: everyone’s plate is overflowing with projects, tasks, deadlines, pressure from leadership, etc.
When they finally get a few free minutes - they want to take a break, take a walk, eat a snack, maybe even a quick afternoon power nap.
One thing’s for sure: the last thing they want to do is read yet ANOTHER cold email.
In today’s environment, the way you deliver your message is more important than the message itself. You have to throw a wrench in your prospect’s expectations - make them stop and do a double take - force them to connect with you as a human being even when you’re not in the room.
And it’s getting really hard to do that, even with a snappy email or Linkedin DM.
Enter: Video & Voice Outreach
Both tactics are great ways to quickly humanize yourself, deliver a crisp message, and most importantly - set yourself apart from all the sales reps they hear from each day.
Besides, if we’re being honest, traditional outreach is boring and not fulfilling. You’ve got to be tired of listening to phones ring and sending cold emails out into the universe to never be seen again.
Using video & voice allows you to tap into your creativity, have more fun at work and as a result - generate more opportunities.
Now, let’s talk about how to execute the work 👇️
We’ll tackle Voice first.
When to use it: early in your outreach, following your initial phone call and email. Think about it like the modern version of a voicemail, only you deliver it via Linkedin. This is also a great avenue for event invites or follow-ups.
Technology: A bit of foreshadowing from my last sentence - your voice outreach is best done using Linkedin Voice Notes. Not sure what I’m referring to? Let’s do a quick exercise:
Open the Linkedin app on your phone
Go to messages, open your most recent message thread
At the bottom right, you’ll see a microphone icon 🎙️
You may need to enable microphone access - do this in your app settings
Simply tap the icon and you’ll be prompted to “hold to record” with a larger microphone icon
That’s how you do it!
Note: voice notes can only be 60 seconds max. That’s done by design from the folks at Linkedin. What they’re trying to tell you is, your prospects don’t want long voice messages from you.
Guiding Principles / Framework:
Linkedin may give you 60 seconds, I recommend you keep it <30 secs
remember: attention spans are short and people don’t have time for bulls**t - get to the point
No need to introduce yourself, just talk about what they care about. Also, no need to sign off with your name or farewell. These aren’t things they help you convert.
It’ll be obvious what your name is - they’ll see when they receive your message
Make it clear you understand their position / pain / goals
best done by making a quick observation +
leveraging social proof / customer stories
Think in terms of CTC (call-to-conversation) opposed to CTA (call-to-action). Your goal isn’t get a big commitment out them (like booking a meeting) your goal is to simply get a conversation started.
Never, ever send out a generic voice note. Have a real reason to make one or don’t make one at all
Here’s what a script might look like (re-work it for yourself)
Hey (Prospect), noticed you raised your Series A and a few days later posted 10 new openings on your sales team.
Sounds like you’re in a growth mode - after talking with other sales leaders in the same position they typically tell me they’re biggest challenge or obstacle is an effective onboarding program for the new sales folks.
When they decide to bring us on, we typically shave four weeks off time-to-productivity and build the system to last - meaning you benefit from the program long after we’re gone.
Mind if I send over a short case study?
Notice how I didn’t introduce myself, sign off with my name, or tell them to have a nice day?
It’s because none of that actually matters to them. All they have time for is answering one simple question: “why does this help me right now?”
Also - notice my CTC (call-to-conversation) is very low-friction and permission based.
Simply asking if I can send over a case study makes it very easy for them to reply with “yeah, sure send it over”
Which is far better than radio silence. 📻️ 😶
Next Tuesday we’ll tackle video prospecting, let me know if you have any questions or want to workshop some voice notes. I’m here to help!
Speaking of, here are a few other ways I can help:
Team Trainings (video, voice, email, cold calling, etc.)
Free Guide: ChatGPT for Sales