How Not to Handle Inbound
Calls
How Not to Handle Inbound Calls
Today we’re going to talk about something I see most businesses
doing terribly wrong…
How Not to Handle Inbound Calls
Inbound marketing.
How Not to Handle Inbound Calls
But first a quick story:
How Not to Handle Inbound Calls
Let’s say that a business spends their marketing budget trying to
generate leads through direct mail, place ads in trade journals,
and newspapers.
How Not to Handle Inbound Calls
And let’s say the call to action in all of these ads is for the prospect
to call in to the business.
How Not to Handle Inbound Calls
You with me so far?
How Not to Handle Inbound Calls
Now let’s say that all of the ads and direct mail pieces had the same phone number on them.
How Not to Handle Inbound Calls
And let’s say that number on those ads and direct mail pieces ring through to a receptionist,
who then handles the call.
How Not to Handle Inbound Calls
Wrong. Wrong. Wrong.
How Not to Handle Inbound Calls
That business is doing things exactly wrong in at least three
ways.
How Not to Handle Inbound Calls
First, the business should be testing which ads and direct mail pieces work best. This way, they
can ramp up what works…
How Not to Handle Inbound Calls
And cut back on—or cut out— what doesn’t.
How Not to Handle Inbound Calls
A good way to do this is by using different numbers or different
extensions for each ad.
How Not to Handle Inbound Calls
This way you can see exactly how many calls each ad or mail piece is
producing.
How Not to Handle Inbound Calls
That said, you should then record every single bit of relevant
information from each caller, every time.
How Not to Handle Inbound Calls
Let’s say the business is currently running two ads, one in a trade journal and one in a newspaper.
How Not to Handle Inbound Calls
And let’s say they are recording how many calls each ad produces
and they find the newspaper is pulling in more calls at the same
cost as the trade journal…
How Not to Handle Inbound Calls
Let’s say 100, whereas the trade journal is generating only 50 calls.
How Not to Handle Inbound Calls
Now, if you judge the success of the ads on call-ins alone, you
might find that the newspaper is the winner and the trade journal
is the loser.
How Not to Handle Inbound Calls
But let’s just say that the newspaper produces a customer with an average lifetime value of
$1000…
How Not to Handle Inbound Calls
And the trade journal generates a customer with a lifetime value of
$10,000.
How Not to Handle Inbound Calls
Still think the newspaper won?
How Not to Handle Inbound Calls
That’s why you measure everything you possibly can for
each ad, salesletter, or direct mail piece you put out.
How Not to Handle Inbound Calls
And you judge winners and losers on all criteria, especially how the
ad affects your bottom line.
How Not to Handle Inbound Calls
We’ll be talking about the other two mistakes later on in the week.
How Not to Handle Inbound Calls
Believe me, you’ll want to follow this, as probably more than 90% of businesses out there handle
their inbound marketing incorrectly…
How Not to Handle Inbound Calls
And they leave a ton of money on the table.
Until Next Time…
Until next time,
Kevin Oefelein
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