I first heard the line, "little hinges swing big doors" from Dan Kennedy.  He was talking about the subtle nuances of marketing and sales that have a tremendous impact on results. The little things that make a huge difference.

So this line,"little hinges swing big doors." is a great way to talk about call tracking and the importance of using it.  The challenge a lot of businesses have is they don't realize the revenue and opportunities that are being lost over the phone because they're not paying attention to their phones.

Here's a story to illustrate my point...

Last week I was waiting on an important package that I needed for a trade show.  Timing on this package was crucial, so I had the package sent directly to my house via FedEx.  I had the tracking number and I was fevorously checking the packages arrival online.  So I knew almost down to the hour when my package was going to arrive - I even started looking out the window.  Sure enough, I saw the FedEx truck coming down my street.  This was perfect, I would get the package and head on my way.

But instead of pulling up in front of my house the truck stopped two houses down across the street.  I watched as the deliveryman dropped off a package on the front step of my neighbors house (several houses down).  Immediately, I thought "oh well that's just a coincidence, surely he'll stop by here next."

No - instead the deliveryman drove right on by.  I really needed that package, so I ran down the street and walked right up to my neighbor's stoop and looked at the box, and sure enough it was my package.  In the deliveryman's hast he had dropped the package off at the wrong house.  Fortunately for me, I was so eager to get the package I was at my house watching the road for a truck, so I saw the whole mishap unfold.

So what's the point of this story and how is it relevant to your marketing and sales...

Well, I did everything I could to get that package to my door - delivery was critical, timing was critical.  It had to be the right stuff at the right time or I was going to lose a lot of money.  FedEx has spent billions of dollars perfecting a masterpiece of logistical engineering and transportation to successfully deliver packages (computer technology, planes, software, trucks, distribution centers, etc).  And in my case all of those tools, people and logistics came together to deliver my package to my door.

BUT, right at the point of contact where the package was within 50 yards of my door the ENTIRE system failed because of a minor mistake.  When success/fulfillment was "within inches" the machine broke down.  So all of those resources, all of that time, all of that technology was ALL FOR NOT.

Whether you admit it or not or realize it or not this is the same type of scenario that happens with your marketing and sales activity. 

You spend countless hours coming up with new ways to generate leads for your business, you work on your website, you invest money in advertising, maybe you pay an ad agency, you do social networking, PPC, SEO, direct mail, networking, you go to all the major trade shows, you buy equipment to handle sales and if you're good, all of your hard work on marketing pays off and you actually generate leads.

But you're not done yet... You pay salespeople to take inbound calls, to field emails and internet inquires, to follow-up with good leads, you invest in sales training, you devote weekly meetings to coach your sales team, you pay commissions and salaries - and then of course you have to fulfil on whatever it is you're selling.

So YOU know all of THAT stuff, right.

But here's what happens under your nose...

1. You invest in advertising and it doesn't work, but you don't know what isn't working and those advertising dollars go into the "sunk cost" category (meanwhile you're losing out on winning opportunities because your money is tied up)
2.  Your website produces lots of visits but no one calls you and if they do call you don't know what prompted them to call
3. Good prospects call your business and go straight to voicemail and never get a return call
4. Good prospects do talk to a salesperson but don't buy (you could easily get this sale, but you can't personally take ever call)
5. Good prospects talk to your salespeople and buy, but your company loses money on the deal
6. Good prospects are turned away right at the point of buying because of lackadaisical and indifferent employees

This IS happening in your business - all businesses have a case of the it-almost-got-there-syndrome.  The great businesses are able to minimize and control these gaps, which is what our call tracking solution is all about.  Give us a call: 866-231-9355 we can help you identify and pug these gaps in your business.  You just have to be willing to accept the reality that there is a NEED for accountability and to take responsibility for those missed sales opportunities that are costing your business hundreds of thousands of dollars, that could easily be saved.