Raising your voice: Incoming calls mean better conversions

Even with all the high-tech communication options available, successful salespeople often prefer one of the most traditional — phone calls.

Why? Because incoming calls still offer some of the highest conversion rates on record. That makes sense given that such callers are present, already interested in your product and apt to be impressed by your fast response. And mobile has made phone usage huge again; cell phone users now make 150 billion phone calls each month.

Further, today’s time-starved customers often respond better emotionally to the warmth of a human voice that listens to their concerns, reacts to that information and works toward resolution with as little hassle as possible.

Such opportunities often can’t be matched by online query forms which don’t become leads until sales has time to follow up. And conducting business online comes with drawbacks — namely that it robs your personnel of the chance to customize their communications based on what customers are telling them. In fact, customers on the phone convert 10 to 15 times more often than those submitting online leads, says marketing advisory firm BIA Kelsey.

Because of this, entrepreneurs or business owners seeking to maximize the phone as a sales tool should consider the following tips:

·         When designing ads, prominently repeat your phone number in the headline and partway through your content. Websites should feature the number on each page. Make your calls-to-action emotional, clear in value and applicable to your target audience.

·         Choose a toll-free vanity number to ensure your primary contact info is easy to remember, credible and portable.

·         To answer your phones, employ extroverts who are able to build rapport with different types of people. Educate them on the impact of positive and negative customer experiences. Teach them strategies and basic scripts for converting calls and responding to angry or upset customers. Instruct them to talk more about the customer than your company, and to recognize and respond to closing statements such as “How much is that?” or “That might work.”

·         Use software that optimizes incoming calls. For example, Dial800’s AccuRoute automatically gathers data about callers to determine which staffer could best convert the call or solve a service issue. Agents can use that data for customized, efficient pitches that make the caller feel recognized and important.

·         Answer all calls within 5 to 10 seconds, with hold times of no longer than 20 seconds.

·         While average handling time per call may seem like the most important metric, high customer satisfaction levels, new business sales and net promoter scores may be more important.

·          Consider following up on unfulfilled incoming calls with emails or outgoing calls in case the customer has questions or concerns that can be overcome.

In short, phones manned by real, responsive human beings can still be a powerful part of your sales arsenal even in this age of ever-evolving communications gadgetry.

“Even if you have highly sophisticated marketing automation campaigns that move people through the sales funnel, none is as efficient and successful as a human being listening, answering questions and handling objections,” advises Brian Massey on Marketingland.com.  

Custom Toll Free can help you choose a toll-free number strategically designed to generate more calls to your business. Contact us at 1-800-CUSTOMIZE.