Wait for the Beep

I s there anything more frustrating than gearing up to make that sales call, dialing the number and getting the dreaded voice mail? An ISO's time is money, and rather than waste those few minutes leaving a message that won't result in revenue, consider the following before you place that next pitch over the phone.

+ Be clear about your immediate message goal. All you want is a return call. Don't try to pitch your products, detail your services or close the sale in 10 seconds. You just want to advance the ball down the field, not score a touchdown.

+ Do your homework before you call. What do you know about the person you're calling? Is this individual the decision-maker or just a conduit to the decision-maker? Dig before you dial.

+ Make a connection. Find a bridge to the person you're calling. Drop a name of a mutual acquaintance, an organization you're both members of, perhaps the school your kids attend. Personalize your phone message.

+ Be brief. Epic soliloquies are Shakespeare's specialty, not the successful salesperson.

+ Be upbeat. Attention goes where energy flows. But be sure not to be obsequious or attention quickly will turn to annoyance.

+ Be concise. Your caller will be more likely to get back to you if he or she knows the conversation will be confined to a clear-cut topic. Ask just one specific question. Once you've got them on the line, then you can branch out.

+ Speak slowly. Leave your return phone number slowly and clearly. Just think of how many messages you've had to replay to catch the number. And even more obvious - make sure you leave the right number!

+ Offer return options. In addition to a phone number, leave your e-mail address. E-mails can be easier, less threatening and more conducive to creating a positive exchange not limited to 30 seconds or less.