Pouring dollar after dollar into advertising, even when it is highly targeted and measured, is a waste of time for your business — when the first person to talk to your customer cannot close the sale. Consider this scenario.
You saw a customer need and turned that into a new advertising pitch. Ads were designed and published. The phone starts ringing, emails arrive, and customers visit. Sales are flat. What went wrong?
Since this started by listening to your customers, let’s look at this from their perspective. They saw your ad and responded to it by phone, email, visiting your Web site or driving to your store. At that exact moment, they were interested in only one thing — verifying what your ad promised. They were asking, “Can you do what your ad said you could?”
But the person answering the phones was busy. They didn’t even know about the new marketing campaign. They don’t have contracts handy. There is no reward for them if they did close the deal or schedule an appointment. They were unable to verify that your company could indeed deliver everything your ad promised. So the customer left in search of a company that could.
That’s not just a secretary. That’s a company representative. And they are getting shopped all day long.
One of the most important parts of your marketing plan is how you will greet the people it sends you. How can you make sure they are greeted properly?