Chapter 4

Is it right for me?

Do you get excited when the phone rings? Does that mean the possibility of a new prospect, customer, or patient? If so, then call tracking is probably right for you.

Lucky for you, the phone is right for most consumers, too. In fact, 67% of shoppers prefer to inquire about big ticket items via the phone and for every $1 you earn from e-commerce, you can expect to earn $6 from phone related sales through paid search. Wow!

We know that every phone call is precious. We also know that leads can be very expensive to generate. Despite all this, most businesses are in the dark as to how leads find them and what actually happens on inbound sales calls. Call tracking answers these questions and so many more. Sound complicated? It's not. Let's take a look at some easy to understand reasons for why you need call tracking.

Understand where your advertising is most effective.

Measuring each advertising channel with a unique call tracking number enables you to understand which one is driving the most phone calls. It's great that you dropped a bunch of money to advertise on local television, but what did it do for you? Call tracking tells you how many phone calls your different lead sources provide. This newfound metric shines a light on your most important and previously mysterious conversion: the phone.

Be a smarter marketer: Make good decisions based on quality data.

If an expensive television spot produces zero phone calls while a magazine advertisement brings you seven calls every week, you can divest money from the dud and invest more in the stud. These seemingly tough decisions are made easier with the results-driven data that call tracking provides.

Never miss another lead.

In the last section, we talked about additional features of call tracking like bridges, call scheduling, whispers, and round robin. These simple tools allow your business to run more efficiently, and ensure every single phone lead is taken care of. For example, if you leave the office every day at 6:00 pm, use scheduling to forward calls to your cell phone. That way you'll never miss a chance to speak with a hot prospect.

Improve staff performance on the phone.

Because every lead is so valuable, everyone should be treated as an opportunity to create revenue. Is your staff greeting callers with a friendly "Hello?" Do they have excellent product knowledge? Most importantly, are they guiding the conversation toward setting an appointment? Call recordings provide learning opportunities for anyone handling the phones. Not to mention, the simple fact that calls are being recorded encourages and reinforces good phone skills.

• Introduction: Call Tracking 101
• Chapter 6: Website Tracking?
• Chapter 1: Why Do I Need It?
• Chapter 7: Will It Affect My SEO?
• Chapter 2: What Does It Do?
• Chapter 8: What If I Get A Lot Of Calls?
• Chapter 3: What Else Does It Do?
• Chapter 9: Arguments Against Call Tracking
• Chapter 4: Is It Right For Me?
• Chapter 10: How Are Others Using It?
• Chapter 5: What About Outbound?
• Chapter 11: Getting Started