Podcast episode
Hall of Fame: Kyle Coleman
30 Minutes to President's Club18 Apr 202254 min
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because so many people now are not going to answer the phone when they don't know who's calling. And so if you call them and you leave a voicemail, very likely that they'll either listen to the voicemail or they'll at least view the transcript. It's on their iPhone and it gets transcripted. So that's nice. Don't leave a voicemail every time though. You just don't have time for that. “I would say maybe alternate is kind of the guidance that I give where one time you leave” a voicemail, the next time you don't, the next time you do and you go that route. Yeah. We tested something really similar where I think what we've landed at is a max of three voicemails because if you've left like seven voicemails eventually it's like you're just wasting your time talking to yourself. But the first one we would do exactly what you're talking about where we would lead with context and we would stop.
me back without doing the whole pitch. 15 seconds. Just get the context because they're like, Oh, that's interesting. And then they'll go look at your email and then the next voicemail you can do the full pitch. Yeah. Yeah. I love that. A tactic that worked really well for me was that my followup email after I left a voicemail, the subject line. “is voicemail. That's it. So subject line voicemail, a line or two about,” Hey, just give you a call. Must've missed you. Insert your personalization again, hoping to catch you sometime soon. That's it. Huge open rate, huge response rate. And again, the goal of leaving voicemail is not necessarily only to get a call back. It's to show them that like, Hey man, I'm not going to leave you alone until you respond to me
In Voicemail
me back without doing the whole pitch. 15 seconds. Just get the context because they're like, Oh, that's interesting. And then they'll go look at your email and then the next voicemail you can do the full pitch. Yeah. Yeah. I love that. A tactic that worked really well for me was that my followup email after I left a voicemail, the subject line. “is voicemail. That's it. So subject line voicemail, a line or two about,” Hey, just give you a call. Must've missed you. Insert your personalization again, hoping to catch you sometime soon. That's it. Huge open rate, huge response rate. And again, the goal of leaving voicemail is not necessarily only to get a call back. It's to show them that like, Hey man, I'm not going to leave you alone until you respond to me
professional, but I also need to get replies. What's your strategy around subject lines? I abide by the rule that subject lines and the first lines of your email should be working in tandem with one another. And the reason for that is because every single email client now “will preview both the subject line as well as the first line or two, it's about 25 words” of your email. And so you want your subject line to be as short as possible so that you can maximize the real estate for that first line of your email, which is personalized, right? The kind of guidance that I give is your subject lines. And this takes practice, this takes time, and it takes a little bit of a chutzpah here to pull off. But
I think you can always manufacture warmth in some way. So what we do to manufacture this warmth is we send the first email. It's educational. It's content driven, very light call to action. Just Hey, putting Clary on your radar. Here's a piece of content that sales leaders like you find interesting. And then we'll go on LinkedIn and stalk them in a very friendly way. “Trying to see what they're posting, what they're all about, engaging with some of their content” in a genuine way, genuinely engaging with content and then making a call either on the same day as that first email or on the next day, then following up via email three to five days later as a chain, as a thread to that first note. And that I know it sounds super simple, but we have, I think the email that we send that
What are the best practices there? What should people be doing? The subject line should be no more than four words. The sweet spot is one to three words, four is an absolute max. I think the character count is somewhere in like 50 or 55 characters. The reason for this is because when a person is viewing your email in their email client “on their phone, on their Gmail, on the desktop, whatever, they see three things.” They see who the sender is. There's nothing you can do about that unless you change your name, I guess. They see the subject line, which we're talking about now. And importantly, they see the preview line. The preview line is the first line or two of your email, about the first 20 words of your email. They see that in the preview line before even opening the email.
on their phone, on their Gmail, on the desktop, whatever, they see three things. They see who the sender is. There's nothing you can do about that unless you change your name, I guess. They see the subject line, which we're talking about now. And importantly, they see the preview line. The preview line is the first line or two of your email, about the first 20 words of your email. “They see that in the preview line before even opening the email.” So if your email subject line is 20 words long, then you're not allowing them to see that first line of your email, which as previously discussed, is personalized. So you're just cannibalizing that really important real estate for no reason, for no reason at all. So really focus on keeping that subject line short, and if possible, it should be related
and learn by watching, seeing the product in action? Or are you more of a reader? You want to study the white paper. You want to know the technical details. Which are you, A or B? Let me know. And if they, depending on how they respond, if they say, yeah, I'm more of a video type person. I want to see something in action. You say, great, we've got all those videos for “you. I'll send them over. Or we can do a live call with one of our product experts. You can get all” of your questions answered in real time as you see this product tour. Is that something that'd be better for you? Would that expedite your learning? So that's the type of way that I typically handle it. It adds a little bit of back and forth. But again, you're trying to position yourself as somebody who actually cares about the prospects.