1193301808_b836f469eb_m The “call to action” is a vital part of any marketing campaign. The whole point is to get potential customers to transform into actual customers by contacting you. Once they do, however, what happens? People will not jump through hoops or fight to give you their business, certainly not so long as your competition is bending over backwards to make the sale. You need to take your customers by the hand and make things as easy as possible.

Unfortunately, customers have the habit of not always calling when you’re sitting by your phone. If you’re not there, what do they hear? According to the North American Telecommunications Association, callers who hear silence stay on the line an average of only 40 seconds. If you replace that silence with a spoken message, that average leaps to three minutes.

While a professional greeting is a great start, nothing beats actually getting that customer talking to a real, live human being. Even if you can’t have a person always by the phone, modern auto attendants can prevent callers from feeling neglected or ignored by connecting them to the right people in your organization. And when that person isn’t available, leaving a message in an individual person’s voicemail imparts more confidence than a generic company-wide voicemail.

Once you’re talking to customers and closing the deal, it’s time to take an eagle’s-eye view of the situation. Who is calling? Where are they calling from? Who are they talking to? If your phone system can’t capture this data, you can’t know exactly what sort of return you’re getting for your marketing efforts. Even customers who don’t stay on the line or complete the sale with you can provide valuable information about who is responding to your marketing and expressing interest in your products or services.

Photo credits: Sorosh, Daquella manera.