Let me share some compelling survey results from a recent Secret Shopping survey done to over 150 Wireless Dealer retail stores. (A general inquiry from a newspaper ad)

22% of all stores called were unreachable (answering machine, voice mail or ring no answer)
 
77% answered the phone unprofessionally (did not introduce company, with their name)

97% did not ask for the caller’s name

96% did not ask which ad the customer was calling from/why customer was calling

61% could not answer specific questions from the ad

90% did not invite the caller to come into their store

0% attempted to close the sale over the phone
 
The single biggest opportunity for improvement in the Wireless Industry exists right here.

Are your stores any different? Where are these leads going? The net result here is a staggering waste of advertising money, and if you want your business to survive it’s time you make some immediate changes. The Carriers and Dealers we speak to agree…..this is a major problem that needs to be addressed…..but what can you do about it?
 
A new service for the Wireless Industry called 800-Co-op Response provides you with these key benefits:
 
*Real time web based reporting. 13 different reports that track response rates from each ad you run, and capture caller data on every call.
 
*Select your own Wireless 800#.....including 800-NEW-CELL, 800-NEXT-CALL & many more to improve your response rates and brand building.
 
*Digital Voice Recording on every call- Every call into your stores recorded for your playback at any time.
 
Let’s address each major issue and present a solution which utilizes our 800-Co-op Response program.
 
 
22% of all stores called were unreachable (answering machine, voice mail or ring no answer) 800-Co-op Response will capture the telephone number of each caller, whether they leave a message or not. Once your number is dialed, the call is captured in your database for call back. Your sales associates can then return missed calls.
 
77% answered the phone unprofessionally. Primarily a training issue but significantly improved once your reps know that every call is recorded for later review.

97% did not ask for the caller’s name. 800-Co-op Response captures the caller’s telephone number on every call, and gets a name and address on approx 65% of all calls……so even if the reps don’t ask, the service captures critical data.

96% did not ask which ad the customer was calling from/why customer was calling. 800-Co-op Response identifies which ad the customer called from even when the reps don’t ask. You will finally know the exact response rates from your advertisements

61% could not answer specific questions from the ad. Another training issue dramatically improved when using the Digital recording feature as a training tool with your reps.

90% did not invite the caller to come into their store. Unbelievably,the only thing they can do……they don’t do. Training and coaching with review of the Digital Voice Recording get your reps up to speed here.

0% attempted to close the sale over the phone. Not any fault of the reps…..as they are only trained to sell face to face inside the retail store. Consider taking inbound calls and closing sales over the telephone for delivery. You will find that 25% of all callers can be closed on the telephone.
 
It’s amazing to see how dramatic the improvement is once your people know that every call is being digitally voice recorded!
 
In summary, you spend a significant dollars on advertising to increase sales. You need to know what works and what doesn’t, and be prepared to handle these inbound inquiries to maximize your results. 800 Co-op Response tracking is a must have for anyone in this business that is planning to be around for the long haul.