Event Sale Call Ins--the good, the bad & the SO ugly

Last time you did a mailer with me, or with some other marketing firms we have may have thrown in a "toll free call tracking phone number." Raise your hand if you know what that means for your business...that's what I thought. Here's the deal: -You have an unknown (to you) toll free phone number on your piece -People that receive your mailer call this number -Like magic it rings in to your mail dealer line like usual -Your phone pro answers and passes off the call to a sales person (let's hope)

What happens next?

Why not find out!

Here's what most dealers don't do and I don't always do a great job of explaining. -Call me or Katy and ask for a user name & password to the call tracking website -Log on to the website and LISTEN to the calls -Print out the lead list of everyone who called in and FOLLOW UP with them What a HUGE training opportunity! You can play back calls for your sales team at a meeting, or work with individuals one on one. Just taking the time to listen to a couple calls a sale when ensure not only people walking in, but also those that call are treated in the right way.

One of the many call tracking reports:

Tracking Incoming Sales Calls

I'm sure many of you spend some time and money annually training your sales staff. You may have even done some phone training...but do you truly know how the calls are being handled? If not-WHY!? There are several companies out there that are dedicated to helping you track phone calls and record them for "training purposes." We provide them on every single mailer and as hard as I try the vast majority of dealers never bother to log in and see A.) Where the phone traffic is coming from, and B.) How the people are being handled on the phone. What can call tracking do for you? -It can give you good, concrete evidence as you coach your sales people. -Good calls can be great examples for you as you train new ones. -Phone calls should be treated as "ups" and "response" to your campaigns. They can and should be followed up with just as much as someone who walks in the door. If you aren't following up, you're missing deals. -It can show you what markets are responding by phone as opposed to thru the door...and what aren't responding either by foot or by phone. -Finally, and maybe most importantly, it's a great way for you to hold everyone in the dealership accountable for the image they portray of your business every time someone calls in. Today I'm writing about this because tomorrow I have the opportunity to interview Mr. Todd Hudak. Todd has been helping dealers across the country with the customer experience. He's a master when it comes to phone techniques, and has a lot of great ideas and opportunities on how to make the most out of every lead that calls in. If you want to do some homework prior to the interview his website is: http://www.hudakconsulting.com/ Before you can work on taking calls with you sales team you need to know where they stand today. If you already have these tools at your disposal take a few minutes today, to log in and listen to some of the recent calls. I think what you hear will surprise you.