Are you ready to throw away some money? Are you ready to waste some time too? Great. Here is the simple formula: Develop an awesome marketing campaign; support it with television, radio, social media, and search marketing; follow up with having no people to handle the calls and leads. That sounds crazy but businesses, specifically your local automotive dealerships, do it every month.
The disconnect is especially evident when a consumer sees a high energy television commercial and then calls and speaks with an untrained and unmotivated so-called salesperson or receptionist. The caller usually hangs up without proceeding with setting an appointment or making a purchase, wasting their time, the company’s time, and wasting those advertising dollars. There are ways to avoid this massive money pit.
The easiest way to avoid this is to hire quality people, train them, and compensate them well. Easy, right? At the very least you should always be training. At the very very least you should be training on what the advertisement is and what people should say when customers call or come in. Phone training is difficult because it is not just the words you want people to say but how they say it. A great script delivered with no feeling or excitement is the same as having no script.
It really comes down to training. Who is training your people? Who trained the trainer?
If you want to stop wasting your advertising dollars feel free to email me at firstname.lastname@example.org
PS. I really dont think that advertising is a waste of money because once you get trained people they need something to do, but which comes first? Join me next time.