Does your company drive leads through radio and TV? It feels great when you have highly qualified (and sometimes, sadly, not very qualified) leads respond to your message. It proves your product has legs to it. You know your advertising is working, and you have opportunities to add new customers to your organization. It is exciting—and could be profitable!
Obviously, for many organizations, TV and radio is the core to their business success. It is how they get new clients and drive revenue to grow the business. The key, though, rests not necessarily in the advertising, but, in what your company does after the lead arrives: Convert those leads to clients, and then, sell more, ongoing, to those clients.
This article is all about strategies on converting that lead to a client. That means this is about maximizing Return on Advertising. Many companies spend money on advertising, with great thought put into how to attract leads and message and placement of ads—then fail to aggressively work leads that come in the door, sinking their return on advertising investment. It is common, your company is not the only one, with so much time and money spent on the front-end, and little thought on what will happen after-media.
And, sometimes, organizations, and many, have been known to terminate their advertising because they, the organization, are not gaining enough customers from the ad campaigns. Silly, because, sometimes, the ad campaigns may be perfectly fine. It is what happens after the lead contacts the organization that pales.
Many times, it is not the advertising. And, it is not about the lack of gaining customers. Instead, it is about converting those leads into customers—and doing a better job at doing that. So, with that said, let’s go into it.
There are two very simple premises to converting leads to customers from radio and TV advertising.
First, deciding you are going to close each lead on their first call to your company—or let the lead disappear—is NOT a strategy. There is no law that says you have to close the lead on a first call. The key, simply, is to close the lead. It does not matter when. Your lift and your ROI is on closing a percentage on the first call, and then following up on the rest to increase your percentages and make radio and TV profitable.
Second, you need to touch your leads, repetitively, through outbound. You can’t abandon the lead. The lead contacted you and asked for information—or showed an interest. You must touch the lead, nurture the lead, consistently, to drive a purchase. If they are going to buy on the sixth touch, you can not, like so many companies today, stop on the second or third touch. You need to give your advertising dollar every opportunity of being successful. You already spent the money to drive the lead in and build the inside sales group to answer the phone. Spending time trying to convert that lead costs you very little. Most important to remember, when you run advertising, be focused, you are not an inbound group. Instead, you are an inbound and outbound group. Outbound will raise your conversion percentages and catapult your return on advertising.
About Call Center Today
Want to talk to Dan Coen about boosting your inside sales numbers and remaking your call center? To contact Dan about speaking, workshops, training and consulting: DCoen@CallCenterToday.com or 888-835-5326 x111. Follow us on twitter at www.twitter.com/callcentertoday
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