Keeping It Up

parkerfairfield

Performance that is.

Uhhh, you ad's performance that is!

Hopefully you've planned you performance monitoring processes.

Strategy:

1. In order to know where each call came from, you've got to plan to do tracking.
2. You've got to make the caller WANT to tell you something that will let you know where they got your number.
3. You've got to separate the 'normal' calls from the customer calls.
4. Your staff has to (know it's valuable to) track all the calls - and need a way to track every call, every day (Excel spreadsheet is not as good as Google Docs.)

Point 1:
Every ad needs to have some sort of identifier in it. Options for this are numerable ... but my favorite are:

• 'Extension Number' - if you put an extension number in each ad, then when the prospect calls and asks for 'extension 12' you know that they got your number from X place
• 'Coupon Code' - then when the prospect calls states 'coupon code 12' you know that they got your number from X place

Point 2:
It's easier to do this by doing a coupon code - as everyone wants a discount.


Point 3:
Separating calls. What is this? This is - why do you have everyone calling one number? IMO, wrong and poor planning. You need more than one telephone line.

• One line is for Prospects. This line is in your advertising for prospective customers to call. When this line rings, you know its a potential sale.

• One line is for 'running the business'. Things like:

1. Calls from (Previous) Customers
2. Accounts Receivable / Accounts Payable
3. Calls from/for Employees

Point 4:
You're spending money everyday. You have to figure out which way is the best money maker for your company. Track not only where the calls come from, but then analyze:

• Your cost per prospect
• Your cost per closed customer
• Your average sale per closed customer

I've met a bunch of contractors who spend no time nor effort into figuring out where their business comes from. I often wonder why someone would want to be an owner of a business, yet have disdain for DOING business.

Have you read:

1. Good To Great by Jim Collins.
2. The 10 Minute Marketer's Secret Formula by Tom Feltenstein
3. First Things First by Stephen Covey
4. The Ultimate Marketing Toolkit by Paula Peters
5. How to Win Friends & Influence People by Dale Carnegie
6. Creating Competitive Advantage by Jaynie Smith

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Sir Mixalot

Good Information. Thanks for posting!

__________________
-Paul

PeckDrywallandPainting.com
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Melbourne, Fl Painting Contractor | Melbourne, Fl Drywall Contractor

parkerfairfield

Your welcome.

__________________
Abroad Again! Thankfully so! Check out my random photos
I'm looking for people interested in working together on importing items from Asia. Contact me if you're at all interested.