Performance that is.
Uhhh, you
ad's performance that is! 
Hopefully you've
planned you performance monitoring processes.
Strategy:
- In order to know where each call came from, you've got to plan to do tracking.
- You've got to make the caller WANT to tell you something that will let you know where they got your number.
- You've got to separate the 'normal' calls from the customer calls.
- 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:
- Calls from (Previous) Customers
- Accounts Receivable / Accounts Payable
- 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:- Good To Great by Jim Collins.
- The 10 Minute Marketer's Secret Formula by Tom Feltenstein
- First Things First by Stephen Covey
- The Ultimate Marketing Toolkit by Paula Peters
- How to Win Friends & Influence People by Dale Carnegie
- Creating Competitive Advantage by Jaynie Smith
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