If you have your own business, then, most likely, you personally are hardly engaged in sales and have hired a sales manager or a full-fledged call center long ago. Perhaps you even personally interviewed him and realized that this is exactly the person you need. And now you have accepted a person and are already rubbing your hands in anticipation of high-quality calls, sales growth, and thinking where you will fly to rest with your family. Time passes and everything seems to be going well, but some feeling inside does not give you peace and there is an understanding that something could be better. And if, in addition to everything else, negative reviews about your company appear on the Internet, then this feeling of excitement increases. Let’s try to understand this situation purely from the point of view of the work of your sales person or call center.
You are actively promoting your business on the Internet and spend not a small advertising budget on it either on your own, or you have found smart contractors who are working conscientiously to grow your business, while you have a very good and conversion site. You haveSEO promotion, SMM, contextual and targeted advertising, Email marketing, you write useful articles and shoot video clips – you are seriously and comprehensively promoting your company on the Internet, as you understand that without it there is simply nowhere. All this brings you applications both through the website and by phone. And if applications through the site can be 100% tracked, optimize the funnel, improve the usability of the site, increase the conversion, then how can you influence the manager’s work? After all, a manager is a person, not a robot, with his own mood, problems, views on how to communicate with clients, etc.
It is good if your company has already reached the heights of a serious level of training for sales managers and everything is fine-tuned for you, although in these cases the human factor still has a place, and most likely it will. And if you do not have the opportunity to professionally train managers? And you, relying only on your personal experience, told him how to conduct a dialogue with a client in the hope that now everything will be fine.
And as time goes on, I remind you that the advertising budget is spent, but the income is not particularly increasing. You start making claims to your advertisers, and they, in turn, poke you reports with the growth of transactions through the site and graphs of the growth of the number of calls (they set up tracking of calls, if they really approached work in good faith). You look at these numbers in bewilderment and go to your sales manager and ask: “What’s going on?” He shakes his head and says that everything is ok, it’s just that the clients are not the same, or something else. You again return to advertisers and so on in a circle. You are kicked from one gate to another and it seems that it will never end.
But it was possible to avoid this situation from the beginning and win on all fronts:
- reduce the cost of a transaction or call by optimizing ads;
- clearly understand which traffic sources bring you calls and which ones do not, while redistributing advertising budgets;
- to implement what many businesses dream of – to establish end-to-end analytics;
- keep a record of telephone conversations to control the sales department;
- to establish a strong connection between the gates (advertisers and salesmen), among which you were kicked like a ball;
- call back the client if you missed the call;
- improve the quality indicators of your advertising activity, simply by providing advertisers with telephone records.
By the way, on the last point: if your marketing department at least periodically listens to recordings of telephone conversations, they will be able to build relationships with your potential clients at a higher level and, as a result, increase loyalty to your company, and bring your manager more “warm ”And prepared clients.
The magic pill is very simple – it’s call tracking. In fact, this is just a small code that, when installed on your site, collects call statistics forof each site visitor, keeps a record of these calls and shows where this call came from. Moreover, this tool is doubly useful when you actively use the same contextual advertising. It shows which campaign / ad group / ad / keyword the call was made from. I think you perfectly understand, dear reader, how much your opportunities in terms of optimizing advertising campaigns are expanding, as are the possibilities to reduce the budget for ineffective campaigns. In fact, this is an analogue of Google analytics, only for calls, and it is integrated into Google Analytics. Let’s look at the example of specific clients: one with a low margin and long LTV, and another in a diametrically opposite niche with a high margin.
Example 1 The real picture with a low margin niche, BUT long LTV – elementary water delivery, landing page:
There are 33 missed calls in total. 11. That is, a third of potential customers are lost!
Example 2:The real picture with a large average bill and low LTV – boiler equipment:
Only 48 calls, 20 of them missed! Almost half !!! You should have heard the director’s reaction when he found out about it …
Example 3Car dealership call statistics:
Only 151 calls and 30 missed calls! Almost 20% of missed calls are the 5th part, Karl!
And such a picture, unfortunately, is observed in many niches, but what is there in many – in almost all …
In my practice, I have repeatedly encountered a problem when a new client says that advertising does not bring conversions, but after installing call tracking, it turns out that it brought calls, but earlier it was not visible … What if the client had stopped the advertisement? All goodbye sales. Therefore, colleagues, if your contractor, or an advertising specialist, says that you need to place a stake tracking, put it … Some of the stake tracking systems have a free trial period that does not oblige you to anything. In my practice, I sometimes refuse to cooperate at all if the client categorically does not want to use call tracking, the reasons I described above.
Call tracking really allows
- listen to calls and take control of the work of your sales manager or call center and constantly improve sales scripts to better work with objections and understand the true pain of your customers;
- to establish better analytics of return on investment in advertising;
- understand which traffic sources bring applications and correctly redistribute the advertising budget;
- in a competent merger with the advertising department will increase the loyalty and turnover of your company.
Dear reader, on my own behalf, I wish you: low cpc, high conversions, long LTV with clients and high ROI. May end-to-end analytics come with us. Be kind!