Best of the Banter: Driving traffic to your 800 number
by Donna Stryk, Moderator of the Online Ads Discussion List
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The Internet continues to change the way business is conducted. This is especially evident in the interaction between businesses and their consumers. We have evolved from a marketplace in which businesses dictate how the transactions will be handled and entered a new era where consumers make the rules. Now, companies are forced to listen to what their consumers want and to respond to those desires. This includes deciding which communications channels to use during the sales process.
At the end of June, Katrina Bell asked the members of Online Ads for advice on driving traffic to her customer's 800 number. This particular client was selling a high-tech product mostly to businesses and it is priced in the $2,000 to $20,000 range. She said, "They don't believe that their customers will actually purchase products on the Internet. I believe they will and think the client should focus their internet marketing dollars on using the web site to provide useful features and content to these customers, showcase their work (and great client list), and build one-to-one relationships with these customers to retain their business."
The first issue is the type of product and the audience that they are dealing with. Allan Carscaddon pointed out that there are several high-tech companies that have been extremely successful at selling technology-related products in the same price range as Bell's client via the Internet. He said, "Buyers of technology products, especially as the products get more sophisticated, are quite comfortable with (and often prefer) on-line ordering." It is sometimes difficult to follow what a sales representative is telling you over the phone and many of these buyers would rather have the opportunity to peruse the information at their own pace and when they have the time.
Marlena Schwarz is one of these buyers of big-ticket technology products. She said, "I would much prefer to learn as much as possible at a company's Web site, then EMAIL the company to arrange a personal meeting or conference call to learn more." This is where knowing your audience becomes imperative.
In a perfect world, the company should offer multiple contact methods so that every potential customer is comfortable with the process. Marcia Yudkin said, "The more important issue, however, is that there should never be only one way to respond from a Web site. They should use at least three methods to invite leads and the beginning of a relationship with the company." Yudkin went on to explain that the 800 number should appear throughout the site along with a Web form that the customer could fill out to be contacted by a representative and a newsletter that will be delivered at least once a month with information about the company.
However, these additional channels can increase overhead costs and the company must also be absolutely certain that they will be able to maintain a high level of customer service regardless of how the lead is sent to the organization. In this case, the client already has a call center established. It seems logical to place the 800 number on the site along with a link to send them an email, but if the response to the email takes days, they may lose the sale.
Finally, you should consider alternative solutions. Linda Rocco suggested an instant customer service button on the site. She said, "A click on that button brings up an instant message system where the customer and the web site representative can have a real time chat about anything." Rocco also said that some of these services are free. Another spin on this same idea would be to use a PC to Phone company. There are several out there. Customers could click a button and their PC would automatically call the client's call center. The representative answers the phone as usual and the customer simply speaks into the microphone on their PC.
It is important to understand the shift of power from the business to the consumer. In today's market, the most successful companies will be the ones that understand their customers and respond to their needs. Offering choices and being flexible is vital to keeping customers coming back.
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