By Richard Teahon
A large segment of our client portfolio consists of motor industry related companies. From dealerships to rental outlets to breakdown services to workshops, all want to track their marketing efforts, and to see how well their sales teams are performing.
Call tracking was tailor made for this purpose and here’s why:
When a customer phones a business the call tracking software has already identified the source of the call. It works by placing dynamic numbers in the marketing channels. This is sometimes known as dynamic number insertion. It doesn’t matter if the marketing channel is online or offline based, as the better systems can work with either.
Call tracking or dynamic number insertion is used by the motor trade to link calls to sales.
This takes away the need for your sales staff to ask questions like ‘How did you find us?’ Not only is this counter productive as it takes the focus away from the sale, but it also puts pressure on the staff member and the customer. The latter may not remember and give inaccurate information, while traditionally, sales staff often forget to ask questions of this type.
Once the caller has phoned you however, you now have a chance to make a sales pitch. Good call tracking software will record the conversation, and determine whether the call led to a sale. If the caller has called you previously on the same day this will be recorded by the call tracking system. It will now integrate with your CRM and remove this caller from the missed call list. This saves you time and makes you more efficient and professional.
Should the caller click on an ad as well as pick up the phone, the pages the caller looks at will also be recorded. This shows you what is interesting your phone callers, and whether or not they bought anything. This is highly useful for pay per click campaigns and organic search results. The system will not only record the specific campaign but will also identify the keyword which drove the call.
For the motor industry, nearly all the big sales are made over the phone. For dealerships, cars are sold after a test drive. In either case the phone will be most people’s communication tool of choice. The smaller items such as parts are more likely to be bought using online forms.
Call tracking especially if it can integrate with Google Analytics can be used to see the return on investment of all your marketing campaigns. This view is known as big data and is sought after by many businesses we talk to.
The conversations the system records can be used to ensure the correct sales pitches are being delivered, and all of the selling points of your products are featured. It can also be used to assess whether a sales team member is meeting the required standard, and whether they require training.
The better call tracking systems will have a Prospecting Module. This assesses the productivity of a workforce and determines how many calls they make, how long they spend working the phones, and how much they are selling. This can be configured to work at individual, department, or site level.
In essence call tracking has offered the motor trade so many possibilities and information on their sales activities, that it is no wonder they are one of the most prolific users of the technology.
Regardless of your industry, if you rely on phone calls or PPC campaigns, give us a call or complete a contact form and see how we can help your business.
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