Your receptionist could be costing you $$ MEGA
BUCKS!
This is where most business go wrong with advertising,
they have an untrained office person doing the job of a
key professional.
The receptionist controls your cashflow and profitability,
yet is basically allowed to go along unsupervised,
uncontrolled with no system in place for monitoring their
performance.
If ever I get called in to improve a companies performance
the receptionist is the first person I sit with, not the
accountant. Accountants are re-active not pro-active. A
day spent with a willing receptionist can change the
fortunes of a company overnight.
Here
is a simple script that must be adhered to
by your receptionist:
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(if they
won’t, find a new Receptionist quickly)
Customer:
“ I am ringing about the
product you advertised,
could you tell me about its/price/colour/sizes.”
It doesn’t matter what the prospect says,
you always interrupt and say:
Receptionist:
“ I will explain that shortly Sir/Madam, but could
you help me first. We are tracking our advertising
and would you mind telling me where you saw us? -
what paper/ magazine/radio/TV/yellow pages/shopping
centre/home show?” |
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What does this achieve?
Plenty. Your receptionist will have a daily lead log
with the following headings across an A4 or A3 sheet of
paper. There needs to be numbered spaces down the page to
write in the client details with a TOTAL LEADS calculated
at the bottom of the page.
The first column heading is always "SOURCE".
SOURCE - NAME – SUBURB - ADDRESS – CONTACT DETAILS –
COMMENTS – APT MADE
By asking for the source first you get the most important
advertising info first, irrespective of whether an
appointment is made. You can then tally all the leads for
the day from each source – VITAL INFO. At the end
of the week/month you can divide the number of leads into
the cost of that source for a “Cost per lead”
Sources vary, some are high cost others are lower. Some
sources cost more but produce more sales. Some salespeople
close better on different sources. All this info you need
to run your business, and make the correct decisions
quickly.
Your receptionist should appoint 95% of all enquiries. We
always put our receptionist on an incentive so as to not
burn leads. Your receptionist could easily lie about the
conversion so it is even more critical that this employee
is a trusted go-getter.
All the above is carefully detailed in the FREE book
listed below.
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