Hmmm… maybe this really isn’t your problem
I was Mr. Mom this weekend – driving the kids to birthday parties, book clubs, sleep-overs, picking my son up at 10:00 PM ’cause he didn’t want to sleep over, and on and on. Whatever happened to the “lazy days of summer?”
Today, I’m going to tell you a story that illustrates a vitally important mistake that almost all business owners make that is costing them money and is probably costing YOU money.
My friend received a beautiful direct mail piece that was selling a particular type of cosmetic medical procedure. The brochure was first class and certainly cost a pretty penny. The procedure was something that my friend had been wanting to do as well.
Everything was perfect: The message arrived to the right prospect at the right time.
My friend called the number to get more information and got an answering machine. This, in and of itself was not too bad although having someone answer the phone live would have been a good idea… especially at the price point of this service. My friend leaves a message and hangs up.
No one returns the call that day. Day two rolls around and still no call. Surely, on day three someone will return the call from a hot, qualified prospect, right? Wrong. In fact no one EVER returned the call!
Let me tell you what the idiot business owner is going to say when he looks at his numbers: “Ah, I knew it. This direct mail marketing stuff is a big waste of money. It doesn’t work.”
A big problem facing most business owners is not that their marketing doesn’t work. It’s that their people don’t work because they have not been properly trained and then held accountable. If Susie who answers your phone is a moron, it doesn’t matter how good your marketing is.
Of course, every business owner thinks, “That’s not the case in my business. My business is different.” To the person that thinks that, all I can say is “Good luck.”
Kick butt, make mucho DEE-nero!
~Dave Dee
P.S., Are you getting enough qualified leads inquiring about your services every day? If not, your business is slowly dying and you might not even know it. Leads are the lifeblood of your business. Discover how you can generate
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July 19, 2010 9:19 am 