Cold calling is a subtle art, combining strategy, timing and psychology. One question often divides salespeople: Should you leave a voicemail when a prospect doesn’t answer?
Some think it’s a waste of time. Others believe that a well-formulated message can make all the difference. So, who’s right? Let’s take a look at what the data says, and how to leverage it for your sales strategy.
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The numbers speak for themselves: voicemails increase callback rates
Several B2B prospecting studies confirm a clear trend: prospects are 30 to 40% more likely to call back after a clear, personalized voice message.
Indeed, a well-crafted voicemail message humanizes your approach and sets you apart from the hundreds of automated calls received each week. It creates a memorable record of your visit and encourages the prospect to take an interest in your offer, especially if the message is short, concise, and value-driven.
Key data from business analyses shows that:
- 80% of prospecting calls go to voicemail.
- Sales reps who leave a personalized message get up to 22% more responses.
- Messages under 20 seconds generate the best recall rate.
Why voice messaging still works in 2025
Despite the rise of digital technology, voice remains a highly differentiating channel. A voice message fosters an immediate human connection, especially in contexts where most interactions occur via email or LinkedIn.
The voice message allows you to :
- Show your credibility and professionalism.
- Convey emotions and confidence that an email doesn’t.
- Give the prospect a clear reason to call you back.
In summary, a good voice message is like a short, personalized, and engaging talking business card.
Mistakes to avoid
Many voicemails fail, not because the technique is bad, but because they’re poorly executed. Here are the main mistakes to avoid:
❌ Doing a sales monologue: a voicemail is not a product presentation. It should arouse curiosity, not say everything.
❌ Be too long: more than 25 seconds, and you lose the prospect’s attention.
❌ Don’t mention a clear reason for calling back: always end with an action (“I’ll call you back tomorrow”, “You can reach me at…”).
❌ Lack of personalization: if the message seems generic, it will be ignored.
The REETCH method: voicemail + omnichannel follow-up
At REETCH, we use voice messages as a complementary lever in our omnichannel prospecting campaigns.
Our approach is based on 3 pillars:
1. Precise targeting
We identify the right decision-makers before the call via qualified databases and segmentation (moreover, we sell optimized lead lists according to your sector of activity)
2. Strategic voice message
The voice message is short, impactful, and always personalized according to the sector or issue of the prospect.
3. Multi-channel tracking
After the voicemail, the prospect receives a follow-up email or LinkedIn message consistent with the content of the message.
As a result, there was an average increase of 30% in the response rate, and a better quality of conversation from the first contact.
Should I always leave a voice message?
The answer depends on the context:
Yes, if the prospect is targeted, qualified and you have real value to offer.
No, if your list is too large or unsegmented: you risk wasting time on irrelevant leads.
In any case, the voice message remains a strategic tool, especially when integrated into a structured, measurable prospecting process.
Conclusion
The data are clear: leaving a voicemail message increases the chances of getting a callback or engagement. But to be effective, it needs to be short, personalized and integrated into an omnichannel strategy (email, LinkedIn, CRM, telephone follow-up).
Chez REETCH , nous accompagnons les entreprises B2B dans la mise en place de campagnes de prospection performantes. By combining technology, targeting, and a human approach, REETCH helps sales teams get more qualified appointments and turn every call into a concrete opportunity.
