Leave a Voice Mail When Cold Calling – Yay or Nay?

Cold calling is a cornerstone of sales outreach, but the question of whether to leave a voicemail when your call goes unanswered is often debated.

On one hand, a voicemail can be an opportunity to introduce yourself and your offering; on the other, many worry it might be ignored or even deter future engagement.

Let’s explore the pros and cons of leaving a voicemail during cold calls, strategies to make it effective, and scenarios where it might be better to skip it.

The Case for Leaving a Voicemail

1. Creates a Touchpoint
   • A voicemail serves as your initial introduction, even if it’s brief. It allows the prospect to hear your name, company, and a concise reason for your call, planting the seed for future interactions.
2. Builds Familiarity
   • When your prospect hears your name or company mentioned repeatedly—whether through voicemails, emails, or follow-up calls—it increases recognition. Familiarity can reduce resistance to engagement over time.
3. Saves Time
   • Leaving a voicemail ensures that your attempt to connect doesn’t feel wasted. Even if they don’t call back, you’ve still delivered your message, potentially prompting them to research your offering or consider your value proposition.
4. Prepares the Prospect
   • A well-crafted voicemail can prime the recipient for your next call. If they know why you’re calling and see value in your message, they may be more receptive when you follow up.
5. Conveys Professionalism
   • A thoughtful voicemail demonstrates that you’re serious about your outreach. Ignoring the opportunity to leave one might make you seem less persistent or engaged.

The Case Against Leaving a Voicemail

1. Low Callback Rates
   • Studies show that the likelihood of receiving a callback from a cold voicemail is low, often less than 5%. Prospects may not prioritize returning a call from someone they don’t know.
2. Risk of Annoyance
   • A poorly timed or overly pushy voicemail can annoy prospects, potentially damaging your chances of connecting with them later. Some might even block your number.
3. Time-Consuming
   • Leaving personalized voicemails for every unanswered call can eat up valuable time, especially if you’re working through a long list of leads. This time might be better spent on additional calls or other outreach methods.
4. Message Misinterpretation
   • Without a chance to clarify your pitch, the recipient might misunderstand or misjudge your intent, leading them to dismiss your offering prematurely.
5. Voicemail Overload
   • Many professionals receive numerous voicemails daily. Your message risks being buried among others, reducing its impact.

When to Leave a Voicemail

Leaving a voicemail isn’t always the right choice. Here are some scenarios where it’s more likely to be effective:

1. High-Value Prospects
   • If the prospect represents a significant opportunity (e.g., a key account or decision-maker), leaving a voicemail can help establish contact and demonstrate your interest.
2. Warm Leads
   • If the prospect has previously interacted with your company—through a download, inquiry, or past business relationship—a voicemail can be a natural step in re-engaging them.
3. Targeted Campaigns
   • In highly personalized outreach campaigns, a voicemail can reinforce your tailored message, especially if it aligns with an email or other follow-up.
4. Limited Contact Opportunities
   • If the prospect is difficult to reach or you have limited chances to connect (e.g., a tight deadline), leaving a voicemail ensures they hear your pitch at least once.

How to Leave an Effective Voicemail

If you decide to leave a voicemail, follow these best practices to maximize its impact:

1. Keep It Short and Focused
   • Aim for 20–30 seconds. A concise message respects the prospect’s time and is more likely to be heard in full.

   Example:
   “Hi [Name], this is [Your Name] with [Company]. We specialize in [value proposition]. I wanted to share how we’ve helped businesses like yours achieve [specific result]. Feel free to call me back at [phone number], or I’ll follow up with you in a few days. Thanks!”

2. State Your Value
   • Focus on what’s in it for them. Highlight a specific benefit or solution your product or service offers.
3. Speak Clearly and Confidently
   • Your tone matters. Sounding rushed, hesitant, or overly rehearsed can undermine your credibility.
4. Include a Call-to-Action (CTA)
   • Give the recipient a reason to respond, such as scheduling a call or reviewing an email you’ll send shortly.

   Example:
   “I’ll be sending you an email with more details. Let me know if a quick call next week works for you to discuss further.”

5. Follow Up
   • A voicemail alone rarely closes a deal. Follow up with an email or another call to reinforce your message and provide additional context.

When to Skip the Voicemail

1. Cold and Unqualified Leads
   • If the lead is unvetted or part of a mass outreach campaign, it may be more efficient to skip the voicemail and focus on making more calls.
2. First Attempts
   • On your initial call, consider skipping the voicemail to gauge how often the prospect picks up. You can leave a message after a few attempts.
3. Busy Periods
   • If you’re short on time or have a large call list, prioritize making live connections over leaving voicemails.

Conclusion: Yay or Nay?

Whether to leave a voicemail during cold calling depends on your goals, the quality of your leads, and your overall strategy.

While voicemails can create a touchpoint and build familiarity, they are unlikely to yield immediate results, especially with cold leads. For high-value prospects or warm leads, however, a well-crafted voicemail can be a valuable tool in your outreach arsenal.

The key is to balance efficiency with effectiveness: leave voicemails strategically, focus on delivering value, and always follow up to maximize your chances of success.