Advertising is a funny thing. When it works, it can attract a multitude of solid sales leads. And therein lies a problem—if a small or midsize business (SMB) isn't prepared for the ensuing results.
I recently responded to an FSI (free-standing insert) in my daily newspaper advertising a household service. I booked an appointment and the franchise owner spent almost 90 minutes in my home discussing my options. My husband and I were very interested, but because we didn't find a suitable color the owner promised to call us in two weeks after attending an industry tradeshow where manufacturers launch their new colors.
Weeks went by with no follow-up. Finally, a company representative called to see when I wanted to book the service. I explained the situation and asked her to provide some company references while I waited for the owner to call back. Again, no response.
I received a letter a few weeks later from the representative asking whether I was still interested in having the work done. This was now two months after the initial estimate. The letter proceeded to market a summer special, followed by this sentence: "We would love service you on your finishing project."
My reaction? Although the owner seemed impressive, the company lost significant credibility in its lack of follow-up to my inquiries, not to mention poor proofreading in the letter. Perhaps the FSI had been so successful that the company was unable to handle the increased volume of inbound calls. What a lost opportunity.
Here are three common sense things to prepare before small or midsize businesses engage in advertising campaigns:
1. Plan, plan, plan
Plan for the best-case scenario and estimate the increase in inquiries, whether the call to action is online, by telephone or email. This way, your business is prepared in advance and can handle the added volume.
If your staff is ill-equipped to manage the projected onslaught, bring on temporary staff or enlist the help of family or friends. It's always better to be over-prepared and hire too many people in the short term than to miss out on sound business leads. Smaller companies especially need to rely on word-of-mouth referrals, so unanswered inquiries or a lack of follow-up or delivery can kill your company's potential for growth.
Identify the steps involved in the sales cycle beforehand and ensure that each one is completed either manually or electronically. Assign quality control tasks to staff so they can ensure there aren't any gaps.
2. Develop a system
Ensure that you use your existing database or other system to note every communication or action with prospective customers. Note any required follow-ups and get back to customers as soon as possible.
The longer they wait, the riskier your chances become for acquiring their business. Apathy can set in—or, worse, prospects will seek out your competitors.
When it became apparent that the franchise owner wasn't getting back to me, I found alternatives to my problem. Had he responded quickly, I may have engaged the service without thinking twice.
3. Communicate internally and externally
Internally
It's very frustrating when consumers call to inquire about a promotion or offer, only to be told by the person answering the phone that s/he isn't aware of it. How shortsighted. It leaves a distinct impression that the left hand doesn't know what the right hand is doing. By the time a buyer explains what s/he is looking for, the buyer's motivation can wane quickly.
It's imperative that companies communicate internally with the personnel who handle inbound calls or emails. Whether you use an intranet, daily memos or emails, or frequent staff meetings, it's important to make staff aware of a campaign, what its objectives are, the call to action, and how to handle anticipated questions or interest.
All staff should be prepared to pinch-hit when salespeople are overwhelmed. This means advanced training and practice by staff who wouldn't typically be handling inbound inquiries.
Externally
Ensure that prospective clients are told the truth about wait times or follow-ups. Don't promise that someone will arrive for an in-home estimate on a Monday and then not call until Wednesday. If a product is involved, ensure there's plenty in stock to fulfill anticipated orders.
Be honest and advise customers that the campaign has been very successful and you can deliver the product or service on a specific date. If handled correctly and professionally, they may feel that the wait is worth it. If there are any delays, communicate with customers before they call to inquire why their expectations haven't been met. Under-promise and over-deliver.
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Small or midsize businesses often find growth management a challenge. It's a balancing act to have the accurate number of staff and resources to handle increased sales while ensuring that customers have a positive brand experience at every touch point.
The marketing mix can have a variety of tactics to attract new customers. Yet, when a widespread advertising or marketing campaign is employed, it's wise to be as prepared as possible for the possible onslaught of activity.
It may come slowly and build over time, or it may come overnight. Either way, responding to customers in a timely fashion and ensuring your company is credible, professional, and caring are the keys to growing your business.
