|
Simple Call Tracking Tool
We were upgrading a client’s branded call
tracking application to incorporate an SMS Text Messaging service.
To clear some real estate on the Dashboard (Home Page), I suggested
clearing out a simple tool that displays calls month-to-date and
projected calls at month’s end (a simple calculation that assumes
the month’s end total based on the current MTD rate). The reseller
objected…
“My car dealers use this feature religiously.” He said. “Really?” I
replied. My client went on to explain…
Auto dealers need to sell X cars a month, say 100. To do that,
they often work off of “Calls per Month”, e.g. dealers need
1,000 calls to sell 100 cars. A simple association they came to
after years of call tracking. Of course the quantity of calls is
based on the advertising they do. Now there are many variables
in advertising, but at the end of the day, all the dealer cares
about is getting a 1,000 calls a month.
My client’s dealers run with their monthly
ad campaigns. Then they check the MTD call counter and Projected
monthly finish. If they are running behind, they run more ads.
So all the ad campaign reviews aside, they do happen, the dealer
simply runs “more”. Naturally the dealers want to get the best
return on their advertising dollar, something all in marketing
tout, but the dealers play a simple short-term game. They need
to sell 100 cars by month’s end. To do that, they need 1,000
calls, and if they aren’t on pace on say the 15th of the month,
they step it up. A great tactical
approach to marketing and sales, and a simple use of Call
Tracking to signal when its time to do it.
|
