Today’s marketing lesson is about one of the most valuable things you can ever do as a business owner.
We’re going to talk about listening.
Listen to the things your customers and prospects say to you. What are the questions they ask you?
Even better, how do they say certain things? The way you say something and the way they say something could be totally different.
Just like what you want to sell them and what they need to buy can be totally different.
When I have a new client come on board and we start hooking everything up to our CallRail technology which by the way if you don’t know what that is it is a call tracking application.
Call tracking works by assigning a local number to a business phone line so that when the ‘new’ number is called, it forwards the call to the business line.
The new tracking phone number is tied to the application that has the ability to track: Caller information (phone, location, name).
Most importantly it tells us what calls are coming from where. This helps us to see what parts of our marketing process are most effective and where all of our leads are coming from.
This helps me to get a good look into the business. I learn information that is crucial to helping me create successful marketing campaigns.
In fact, the first 30 days or so I will listen to just about every single call because the insight is just valuable. This process tells me things the business owner can’t.
Valuable Things We Can Learn from Call Monitoring
Issues with Phone Lines or Service Carrier
I have one client in particular who has very high call volume. Recently, they have been having some problems with their carrier.
I could see on my end that calls were lasting less than 30 seconds and not being answered.
This is a clear indication calls are being dropped.
Not knowing this could cost this business a ton of money! Once we saw what was happening we were able to address it immediately.
Additionally, on one occasion we found out after hours the calls were being routed totally incorrectly instead of to the appropriate voice message system.
Once again this could have been disastrous if it had taken us several days to realize it.
On another occasion when we first hooked up one new client’s Google My Business to our CallRail system we learned all these calls prior to this point were being forwarded to a number that had an automated voicemail.
When I asked who was checking this voicemail – no one knew. Basically, when someone set up the Google My Business page they should have given a live number that is answered by a representative.
Instead they sent it to voicemail that gathered calls and no one was even monitoring it. How much money was lost from this error? I guess we will never know. This find was huge though!
If you have employees who are just being trained or if you’re having a problem with the specific employee, it’s a good idea to be monitoring the calls they answer.
Employees who answer your phone are on the front lines of your business.
They are talking to your customers and set the stage for someone deciding to do business with you or not.
You need to know how they present your business, if they are saying the right things, or need further training.
Another issue I sometimes see is employees not answering the phones fast enough or too many calls are going direct to voicemail.
When I see a ton of calls going directly to voicemail I am the phone calling my client asking what’s up.
Here is something you have to understand, if you have a service-based business and a potential customer is searching for your product or service and you don’t answer most of the time they are NOT going to leave a message. They are going to hang up and go to the next business in the search – the consumer wants immediate satisfaction.
Discover Selling Opportunities
If you have customers that keep asking for something specific, you’re not doing or selling perhaps that’s an indicator that this may be a new opportunity for you perhaps you should consider it.
Along these lines when we are coming up with promotional offers to grow our sales over a specific time period a good resource for ideas are your phone calls. What do your prospects ask you about or ask you for? Create offers that trigger them to take action, you can do this by listening to what it is they want or need.
A really important reason why I listen to my client’s calls is to discover great keywords.
We find out keywords we can use in our campaigns by just listening to what people say or even better how they say it.
This is becoming especially more important now as voice search is becoming more prevalent.
Additionally, and equally important is learning negative keywords.
When I set up my client’s Google Adword campaigns, I don’t want the wrong keywords to trigger my client’s ads, we can prevent that by adding negative keywords. So, when a certain word is said or typed in our ad won’t populate that search.
Creating a great negative keyword list is just as important as a positive one. It is a list that is built over time as we learn the account.
For example, I have a handyman client that doesn’t do pressure-washing. We noticed a few calls come in for that so we set up negative keywords for it that way our ads won’t populate. Which means we don’t lose clicks we are paying money for.
Another example is a ceiling contractor client I have, he does not work with popcorn ceilings and it just so happens that he used to get a ton of calls about that when he was managing his own ads. He lost a lot of money on that.
Now, he no longer gets those calls and his money is not being wasted on clicks that aren’t potential customers.
Additionally, if you are a residential window installation contractor for example, you will want to have negative keywords such as car, tint, and car door.
You don’t want people to click your ad if they are looking for car window tinting, or car door replacement glass for example.
Listening to the calls as they come in when we set up our Google Adword campaigns helps us to keep out calls, we don’t want thus creating a laser-focus effort on the calls we DO want.
CallJoy Easy to Use Phone Technology for Small Businesses
There are plenty of reasons why you should be listening to your calls. Don’t think this technology is just for really large businesses. It is not! It is for any business owner that has a reasonable amount of calls coming in.
You can do use it to deploy on your Google My Business place. In fact, if you login to your Google My Business you will see a section on starting it up for your business. The cost is a straight forward $39 for every business which is AMAZING.
I actually use something called CallRail which is a bit more sophisticated and more for someone like me who manages the calls of multiple clients but CallJoy is PERFECT for most business owners.
I tested it before CallRail was available for GMB and it was really easy to use and I thought it was a great value. They even offer a 14-day free trial just to see how you like it.
Always remember the most valuable thing you can do as a business owner is to listen. Listen to hear – not to respond.
Once you get great insight from your customers and prospects take that information and act on it – use to grow your business.
If you have any questions about this feel free to email me just click here.