Dr. John Mlinarcik, Ph.D.
- Many companies spend $600+ in advertising to drive inbound phone calls
- Over 80% of customers are calling before they enter a physical space (e.g. your dealership)
- As many as 86% are buying something other than what they initially called on
- Nearly 80% of those calling make a purchase within three to five days of calling
- Less than 4% of potential customers set an appointment before buying
- When competing for business, strong phone skills can often strengthen or damage a corporate brand
- Many rarely recognize the value of phone technique until word of competitor success is heard
Many companies use Call Tracking and Recording services to measure advertising response, capture caller information and monitor sales performance. While tracking technology provides useful business intelligence, call tracking data is rarely analyzed and severely underutilized in most enterprises. Companies simply do not receive return on their tracking investment because they do not consistently review their call reports and recordings or fully leverage that information. If carefully interpreted, this intelligence (which they are paying to collect) will reveal strategies for adjusting sales and marketing processes to attract more customers, set more appointments and sell more products.
If you are currently tracking and recording your calls, do you review your call data? More specifically, what changes have you made to sales process, staffing or operations based on call information collected over the past months or years?
- How frequently do you analyze your call reports and validate the ROI of your advertising campaigns? How many advertising dollars have you saved or redirected to more effective sources? How much has your call traffic increased as a result of adjusting your media buys?
- How consistently do you listen to your recorded calls? Do you review the calls with your sales consultants to reinforce coaching and training? If so, are your sales professionals now more successful at setting appointments and converting callers to buyers?
- Do you analyze your call volume and activity reports and adjust your staffing to reduce busy or unanswered calls? Have you considered using a professionally managed call center to handle overflow and after-hours call traffic?
- Does your sales staff promptly return missed calls? Do you review recordings for mishandled leads for “save a deal” opportunities? How much additional revenue does this generate for your company or department every month?
- These opportunities may seem obvious, but most organizations just don’t have the time or staff to review and interpret call data, listen to inbound calls and continually train and retrain salespeople. However, putting processes in place can have a positive impact: one company went from a market share of 11.4% to 18.8% implementing and utilizing a phone handling process.
If your company could use some support, consider partnering with a consulting partner that offers experienced advisors and trainers to do the work for you. (PCS-Global not only provides such “CallCoaching”, but we even have an online platform that allows you to develop key skills via our online platform, CallCoach University. This will allow you to perform the work consistently, objectively and economically. Organizations that have used such consulting services have at least tripled their appointments set and kept over the phone, typically doubling phone related sales.
Whether you can manage the resources to do it in-house or ultimately turn to outside experts, the secret to success lies in turning the wealth of call data you collect every day into actionable intelligence that will bring in more customers and generate more sales every month, providing valuable ROI on your efforts.
Please contact us for additional information or to request a demo!