It happens every day. Sometimes in small conversation with colleagues while sipping coffee, sometimes in high level strategy meetings, and almost always when on the phone with clients or prospects. Every day I learn something new. It’s quite possibly the best part of my job and the day I don’t have a light bulb turn bright…well, I don’t even want to imagine that. So what does this entail exactly? Maybe a client’s specific approach to viewing our meaningful data, one I’d never realized previously. How about a unique phone call routing scenario for a business with goofy hours which ensures leads are never missed? Or, as seen most recently, using an existing (and quite basic) feature in some new capacity.
I was speaking with a friendly client who had just finished up an aggressive and expensive TV campaign for his local small business. As the company provides financial services, there is an understood need for prospect qualifying, healthy conversation, and education on the product. Much is to be learned about every caller and the need for quality leads with a high conversion rate is mission critical. In other words, time is money.
By taking advantage of a most basic feature, call recordings, the client quickly caught on to something interesting. While the TV spots generated lots and lots of phone calls (good), a vast majority were calling with very similar questions and eating up a lot of time (bad). He heard them over and over again when reviewing call recordings. A slew of prospects realized they didn’t qualify for the service after spending a considerable amount of time on the phone. Remember, time is money for our friendly client.
What did he do? He quickly changed up the TV spots to include brief copy points that answered the reoccurring questions heard on call recordings. The result? The campaign still produced a good number of phone calls but more importantly, the leads were much more qualified. Time (which is money) on the phone decreased, conversion rate increased, and ultimately the TV spots proved to be a successful endeavor when altered to broadcast a more efficient message.
Call recordings and a creative approach, I really do learn something new every day.
Tags: ad effectiveness, call recordings, call tracking, sales training