Can my customer afford call tracking?
Fact: we never hear from our current customers that our service is expensive. Those that have seen and implemented a successful call capture strategy rarely go back to business without using the advantage of our call tracking technology. Those business owners and managers have a rare insight into the process by which their business runs. Many times this knowledge in and of itself is worth the cost of our service. They have the ability to analyze call times, lost calls, exact call responses, how the team in the office handles the prospects and customers that do call in. They can also know for certain exactly how much each ad program is generating thereby making advertising decisions based upon facts rather than vague statistics.
Why then is it that our prospective customers sometimes feel that the service is too costly? The same is heard from our marketing partners who use call tracking to quantify ~ exactly~ how the advertising programs they have designed and implemented are producing for their customers.
Since the question just came up yesterday lets look at the issue from a marketing perspective. As an account executive with an advertising company or a manager from the same company, what is the biggest challenge that you face? PROOF!
You need to show your customer that the program is, in-fact, generating leads that turn into sales. How do you do that? Tic marks at the receptionist's desk, memories from the sales staff as to who originated the lead and whom are looking for the "Glen Garry" leads or the owners "feeling" that the program is working. Fact is that all of these "systems" don't work. When you go back in to renew the program, your customer says that the ad did not work nor did it pay for itself and so they are not going to do it again for the next year. You are out revenue and they may be out an ad program that was working.
Why do I say that? Our experience is that most ad programs that are launched are successful. The problem begins when the leads that the marketing companies have been generated encounter the "customer service" or sales staff inside your customers business. The prospects face long hold times, being forwarded endlessly, poor sales technique and staff, rude attitudes, all of which lead to sales failure. Not the ad programs fault as it made the "phone ring". It is the operations staff that is dropping the ball.
Imagine the difference if you could detail the exact demographics, geo-graphics, hold times and a play a recording of how each prospect was handled. As a marketer I can then go to my customer and not only prove the value of my ad program but help to improve the production of his or her service and sales close ratio.
Let us revisit the original question, "I don't think my client can afford the service" or "I don't think we cannot package this be cause it would make our offering too expensive".
If call capture, as an added value resource, saves just one or two accounts each year for your account executives or sales staff, how much revenue was saved? The same is true of your customers. If this saves just one or two good prospects each month and converts them to customers for your customers sales staff how much additional revenue would that produce?
As a marketing company or sales person, ask yourself this; if you can conclusively demonstrate that an ad program your customer is currently running is not generating leads and he cancels that program, what have you accomplished? Additional advertising funding, and your customer is no longer spending money on a non-productive ad program.
This is the KEY revelation. Our service does not cost anything when implemented properly. We eliminate waste in advertising, secure current customers, add value and differentiate you in the marketplace. This technology helps to optimize sales, high light and identify operational deficiencies and provides a whole host of research capabilities.
My suggestion is this ~ your company and your customers must incorporate call tracking in its' marketing efforts. Call tracking is fast becoming THE SECRET WEAPON of the informed minority. When used intelligently this technology provides a quantifiable strategic advantage to those who use it. There is an expense associated with implementing call tracking but the return on investment far exceeds this amount. It just takes a moment to see how it works and a business lifetime to effectively use all of call tracking applications.
Why then is it that our prospective customers sometimes feel that the service is too costly? The same is heard from our marketing partners who use call tracking to quantify ~ exactly~ how the advertising programs they have designed and implemented are producing for their customers.
Since the question just came up yesterday lets look at the issue from a marketing perspective. As an account executive with an advertising company or a manager from the same company, what is the biggest challenge that you face? PROOF!
You need to show your customer that the program is, in-fact, generating leads that turn into sales. How do you do that? Tic marks at the receptionist's desk, memories from the sales staff as to who originated the lead and whom are looking for the "Glen Garry" leads or the owners "feeling" that the program is working. Fact is that all of these "systems" don't work. When you go back in to renew the program, your customer says that the ad did not work nor did it pay for itself and so they are not going to do it again for the next year. You are out revenue and they may be out an ad program that was working.
Why do I say that? Our experience is that most ad programs that are launched are successful. The problem begins when the leads that the marketing companies have been generated encounter the "customer service" or sales staff inside your customers business. The prospects face long hold times, being forwarded endlessly, poor sales technique and staff, rude attitudes, all of which lead to sales failure. Not the ad programs fault as it made the "phone ring". It is the operations staff that is dropping the ball.
Imagine the difference if you could detail the exact demographics, geo-graphics, hold times and a play a recording of how each prospect was handled. As a marketer I can then go to my customer and not only prove the value of my ad program but help to improve the production of his or her service and sales close ratio.
Let us revisit the original question, "I don't think my client can afford the service" or "I don't think we cannot package this be cause it would make our offering too expensive".
If call capture, as an added value resource, saves just one or two accounts each year for your account executives or sales staff, how much revenue was saved? The same is true of your customers. If this saves just one or two good prospects each month and converts them to customers for your customers sales staff how much additional revenue would that produce?
As a marketing company or sales person, ask yourself this; if you can conclusively demonstrate that an ad program your customer is currently running is not generating leads and he cancels that program, what have you accomplished? Additional advertising funding, and your customer is no longer spending money on a non-productive ad program.
This is the KEY revelation. Our service does not cost anything when implemented properly. We eliminate waste in advertising, secure current customers, add value and differentiate you in the marketplace. This technology helps to optimize sales, high light and identify operational deficiencies and provides a whole host of research capabilities.
My suggestion is this ~ your company and your customers must incorporate call tracking in its' marketing efforts. Call tracking is fast becoming THE SECRET WEAPON of the informed minority. When used intelligently this technology provides a quantifiable strategic advantage to those who use it. There is an expense associated with implementing call tracking but the return on investment far exceeds this amount. It just takes a moment to see how it works and a business lifetime to effectively use all of call tracking applications.
