Small business owners get ripped off, by smooth talking marketing sales reps, every single day. 9 out of 10 small business owners has no idea how to market their business successfully so when you get a slick talking sales rep that “sounds” like he knows what he is talking about well they drink that Kool-Aid and sign up for a program. The “new” thing always sounds good and because they are chasing the magic bullet they do not think when buying from these snake oil sales people.
Small businesses rely on their reception staff to check how people heard of them. Does the person even know how they found you? And if they do and if the staff asked and if they reported the data to the business owner… the business own will likely not even do anything with that data if their staff does get it.
But you spend thousands on yellow page, print advertising in magazines, Valpak, Billboards, fliers, radio, TV ads and more but you have no real idea if you get any calls, if you do get calls how many? Then out of these calls how many actually schedule and then show up. Sure you probably know how many people show up but how many did you loss along the way?
In my experience the 80/20 rule applies to marketing meaning that 80% of the money spent on advertising is a complete waste of money. 20% produces you actual leads but you do not know which 20% is working. Imagine spending 5xs as much on what does work, you could have 5xs the new business, clients or customers! Call tracking solves this simply by recording the calls that come in from different number for each different lead source then listening to these calls you can check which of your staff are converting the calls to appointments or sales and which are not.
Many business owners will “guess” at what to cut and what to add. But Imagine if you knew exactly what made the phone ring and you could put all your money on that winner to make the phone ring more and more while no longer spending money on the advertising that is not producing? This is actually printing money.
If you are not tracking every marketing lead source using call tracking then you are wasting money.
Now it is one thing to waste money when you do not even know any other way but now you know there is a light at the end of your misery tunnel of wasted marketing dollars. Get call tracking set up, monitor your business’ marketing, monitor your business’ calls, optimize your business (staff’s) performance and realize massive profits like you only dreamed of!
Matt Prados is founder of MessageMetric.com a results management platform for businesses that want people to call them to make appointments or sales over the phone. Where improving businesses ROI is #1.