There are several layers of value in tracking telephone numbers. First and most obvious, tracking numbers are a way of counting the number of calls you get from a unique source. Place a tracking number in an ad and find out how many people called from that ad. However, there is much more in the science of tracking numbers than simply counting.
Our tracking numbers can be programmed to record incoming calls. A “whisper” is spoken prior to connection, letting the caller know that calls may be recorded for quality purposes. Then, once the connection is made, the calls are digitally stored online for 30 day on your tracking number dashboard. When logged in, you can listen to those calls and evaluate how each call was handled. Of course this will keep your front desk on its toes, identify the need for communications training and maybe even force some changes about how incoming calls are handled. But, this is only the beginning. Recorded calls lead to much, much more.
Using recorded calls can lead you down two very important paths. And, frankly, small businesses usually do not have the will power to go down these paths. When they do, however, it is a healthy step in the right direction business-wise.
Healthy businesses... sales-oriented businesses... do the math. In other words, they know their conversion ratios. How many incoming requests come from each plank of our marketing campaign? How many of those calls convert into consultations? How many of those consultations conver into patients? How many of those conversions no-show? And, most importantly, how much is each call worth?
By listening to the calls you can begin to complete this formula. Along the way, we will help you with improvements to the online tools and advice. But, make no mistake, doing the math will affect your decision making when it comes to marketing.
The second path this new wrinkle of information sends you down is one of value. Every phone call is not the same. Some are for high price, high margin procedures. Others are for everyday procedures. Listening to calls will help you determine the value of each incoming call and, by extension, a large group of incoming calls. Knowing this allows you to make adjustments that create balance and help you avoid making mistakes.
So, this is the next step in how you should be using tracking numbers. The answer to the question “Do you value every call?” should be YES! If you are not doing this, you simply do not want to know the most important marketing information available to you. If you wish to order a tracking number for your web site and/or your marketing purposes, please email me at donald@dogstarmedia.com. If you wish to learn more about how to develop conversion ratios and value systems for your marketing responses, I encourage you to email me, too.
