Landing pages, call to action, lead nurturing, etc. are techniques for which anyone in Marketing today is responsible for and should dominate today. I’m not going to surprise anyone: new technologies have transformed the trade relations in every sector, in both B2C and B2B. That said, the results very frequently today show that the first contact between a seller and her buyer is made online.
Is this okay? Does it always have to be so?
No, not always. We can consider many contexts in which the phone continues to be one of the best tools for interacting with our clients. Long and complex sales cycles or expensive products, situations that require immediate interaction between a company and its potential consumers are varied and numerous.
The best thing about the telephone then, is that it allows our clients to express their concerns and ask questions in real time. And this is good because it gives us an opportunity to reassure and convince them while providing solutions and answers, to create positive experiences and to teach them the human side of our brand. All of this is possible, of course, if the team responsible for receiving the calls is well prepared.
You may be thinking that because I’ve talked about the good uses of the telephone, I must also discuss the downside.
The downside of the telephone is that it doesn’t allow you to track data. We risk losing the traceability of our users path…
At least we take advantage of the technology Call Tracking or Call Monitoring!
If you don’t already know, it’s actually very simple: it’s a matter of giving our clients a tracked number, in order to do some call monitoring and advanced analysis. With this, we can discover the sources of traffic, including the PPC announcements, keywords, social media, or traditional advertising that encourage the calls and have the best ROI. Additionally, these numbers can be geographically located…Doesn’t that sound good?
The people who grab their phone to have a conversation with another human being become more involved in the process than those who fill out a form. The leads that come by phone convert more, up to 30% depending on the sectors and products sold. Without forgetting that the calls allow you to qualify the leads much better than the questionnaires, since they provide open space for conversation in order to investigate the real needs of the client.
Knowing all of this, it is worthwhile to also utilize this mode of communication, even if it’s an ‘old school’ one, right?
Written by Mathilde Outrebon
Translated by Emily Smith, INUSUAL intern