If you want your boss to care about call tracking, you need to know how to pitch it right, right?
Yes. Like everything in life, from sales to asking your boss for a raise, “selling the idea” is all about persuasion and delivery. However, if you’re not very good at persuading people, how do you make a “pitch” that will be powerful and create a change?
I don’t want to be a life coach here and give vague advice like “be powerful”, “know your audience”, or any other unhelpful concept that’s hard to act on. I’m gonna try to give you a loose formula to convince your boss that call tracking is the anser to your business woes.
Whether you’re trying to sell call tracking to the executives, your manager, a client, or even trying to convince yourself, here’s what you’ll need to make a strong argument and get on the right path to call tracking success.
Think of some of the best advertising campaigns you can remember. I always remember Vonage’s commercials that show a person who has a very important family member with whom they ALWAYS are in contact. They make their service both concrete and emotional.
Just like Vonage stays top of mind by getting viewers to think about their loved ones, you need to paint a picture or tell a story which delivers a vision in which the decision makers can relate if you want them to support you throughout the process.
I know I just said that I wasn’t going to be vague and unhelpful, and “painting a picture” can be a fairly abstract idea, because each picture will be different depending on the company. But since you have a more intimate knowledge of your brand than I do, this picture-painting task lies in your creative talents to accurately share a vision for your company.
Here are some tips for sharing your vision:
Start with your PR team. Get info on your brand messaging. If you don’t have a PR group, then talk with your social media manager and/or other employees to brainstorm words and ideas that come to mind when thinking of your brand. You could create a Google doc to keep track of them. Ask your customers/clients why they chose you over a different brand. Review your company’s FAQ pages could also provide insight.
Control the narrative. Can you re-focus the conversation on a different angle in your market? Scan your competition and what they’re buzz is all about. How can you stand out of the crowd?
If you’re not good at pursuasion, find a master storyteller. I’m not that good at telling stories, but I have a collegue that can spin yards like the day is long. Plus, this is a way to get someone else to share your vision. Bonus!
LMGTFY.com – do a quick search and see how others are painting THEIR picture. Get some tips from other marketing gurus.
Just remember that these guys, your “audience”, need to see, feel, and understand your vision if you want to truly get their support.
Sell. Your. Vision.
First things first. Start off with, “I want the company to make more money.” That should perk their ears up and have them ready to hear anything else.
Remember, you’re painting a picture. Sharing a vision. Start at the end (mucho mucho dinero) and then show them how things are currently. Some simple graphs and metrics on the under-performing areas should be good. Put that together with some competitive research, like “Our competitor XYZ is killing it in the SERPs”
If you have good management, they’re probably already coming to you with questions and arguments to say what you’re currently doing isn’t enough. You can counteract any serious doubts with a list of reasons why call tracking is beneficial.
You know that some of your marketing budget is getting wasted, you just don’t know where. Call Tracking can show you exactly what is working and what isn’t. Paint that as part of your picture; the company is wasting money if you are not tracking calls.
Provides source for continual performance improvement
Another thing we’re passionate about here is performance improvement. A great benefit to call tracking is that your calls get recorded! Ok, well not all call tracking companies do, but not only do we do that, we take it several steps into the OMG category. With call tracking and recording you can listen to actual sales calls or customer support calls and provide training to employees. This is another huge benefit for upsell opportunities, win-back, and retention scenarios. Don’t run the risk of having angry customers and damaging your brand’s trust factor.
Stay with the picture painting theme by having examples of good and bad visions. Choose the right examples. The best “bad” examples usually hit home when they are your own company’s work, but please remember to be gentle.
Here’s an example of a company that decided to test out call tracking with Convirza.
A local tire company assumed for years that most of their calls were coming from the Yellow Pages and direct mailers, and very few from their website. They were paying $4,000 for the Yellow Page ad and about $500 for every direct mail blast. We had them start using some call tracking numbers in these channels. In the very first month, the results shocked them. The yellow pages and direct mailers were generating about 20% of the calls to their store and the rest were coming from the website! Using this data, they decided to drastically reduce spend on yellow pages and instead heavily invest in their website and online marketing. The second month, they DOUBLED the number of calls, and the third month it tripled! Convirza doesn’t take credit for the marketing itself, but in the ability to provide them the call tracking analytics to make those kind of decisions.
Don’t deluge them with minor details. Usually you’ll have a solid plan with concrete measurable steps. It’s really only 4 steps you need to remember: Discover, Combine, Implement, Analyze.
Note: Talk with other departments. It’s incredible how many companies isolate their departments and wast time, money, sleep, and efficiency repeating processes.
Bring all the pieces together and create clear goals:
Well, that’s an easy one. Just do it. To get real data, you could even start off testing with call tracking. LogMyCalls offers a completely free limited account and also a 30 day trial of the fuller featured
After implementing call tracking in each channel, and hopefully in each of your campaigns, you should be analyzing how it did. At the beginning, plan on assessing your campaigns daily, to get an idea of whether it’s setup correctly and bearing out any of your initial assumptions. Watching your analytics long-term is where you will really see the ROI of all your efforts.
Just like anything else, you have to manage your boss’s expectations. There’s lots of resources out there, but most will agree that the key points are:
If you had to sell the idea in the first place – you better deliver. If you make a mistake, admit it, and have a solution for how to fix it.