Why your business does not work and what to do
Miscellaneous / / December 19, 2019
Why two identical companies show different results? There will always be a competitor, who is doing better. How do you know what is wrong with your business and how to fix it? We offer you a scientific, but a very simple method to solve the problem.
Problem number 1: useless advertising
"I know that I spend half of the advertising budget is wasted, but I do not know what it is." John Wanamaker
Phrase said by the founder of advertising in its present form, and the father of marketing more than 100 years ago, is relevant to this day. Small and medium-sized companies still define the advertising strategy is not based on anything, spend a decent amount of waste, and then sit and look at clicks by Google Analytics.
One store health and beauty really wanted to increase the sales and the belief in the effectiveness and versatility of Internet promotion, made a bid for contextual advertising. The owner of the store did not know that the industry average on online orders account for 3% of purchases and 87% of the orders are made by phone.
PERCENTAGE DISTRIBUTION OF APPLICATIONS FOR COMMUNICATION CHANNELS AND ONLINE CONVERSIONS
The number of calls on the channel COMMUNICATIONS AND ONLINE conversions (on branches)
In general, the Russian Internet is not more than 18% of teleshopping, and 73% - this is the good old telephone.
Perhaps these data will encourage you to certain thoughts, but do not rush to conclusions, based on the averaged figures. Specifically, in your case, the main sales channel may be just online. It may not be. This is the essence of the first problem. You do not know from where comes to you target audience and how it prefers to buy. You spend money on advertising, without understanding how it works in your case.
PROBLEM № 2: VULNERABILITIES
And missed opportunities
"Your call is very important to us. Please stay on the line, will respond to you within 10 minutes. " The usual advice by phone
Overall Stats looks even worse. analysis of the work
- every third customer is waiting for a response of more than 20 seconds;
- every fourth customer does not answer the call.
TIME dial up more than 25 SECONDS
(On branches)
NUMBER missed calls
(On branches)
Organize effective telephone communication difficult. Put a phone and put behind it the operator is not enough. And if you call just two clients? So, two phones and two statements? What if the call five customers? We need a multi-line phones.
If overloaded line, you need to somehow notify looking for and speed up the response by distributing the load between the operators. With this handle the exchange. Part of the work can be automated via voice menu system and recorded messages that someone has to set up and configure. This will require an intelligent virtual PBX.
However, from a virtual PBX will be of little use if your employees do not know how or do not want to work. According to the same research work 1000 companies, a quarter of the sales did not occur due to operator:
- every fifth operator does not know what to say and how to sell;
- every tenth operator refuses to advise the client, that is not fulfilling its direct job responsibilities.
STATISTICS at different times
For this reason, the business owner may need a tool to control the quality of the staff on the phone.
From a total of 100 phone calls, only 14 are processed with appropriate quality and yield results.
Phone accounted for 73% of sales, but it is not a reason to ignore other channels of customer treatment.
- 6% of customers prefer to communicate with the consultant via chat. You have to have a chat site?
- 4% of customers like to leave the application and want you to do to contact them by phone or email. Your site allows you to leave the service request and request a call back?
As is the case with the first problem, averages give an overall picture of the situation with the interaction of business and customers, but you specifically, these figures do not say anything. You do not know which communication channels will be demanded by your customers.
PROBLEM № 3: EVALUATION OF
Imagine that you have a time machine. With it, you looked into the future and see how many customers and through what channels come to you. What will it give? By what criteria do you measure the effectiveness of a particular channel?
Suppose that contextual advertising "Yandex" has led to you
Google brought in twice as many people, and so it is better?
Of
"Yandex" has resulted in twice as many buyers, so it better?
The total bill
Google generated a profit
Advertising "Yandex" you spent
Ruble invested in "Yandex" has brought you
The efficiency of a channel depends on the estimation method. To understand which method correctly, you need to ask yourself is estimated business performance.
Business efficiency is estimated profitability. Profit - the positive difference between revenues and expenditures. With zero-profit business can not develop and grow. Unprofitable business dies.
To be effective for business advertising must meet the same stringent requirements as the business itself, and therefore be transparent at all levels. This analysis technique is called cross-cutting.
RESEARCH THROUGH THEIR FORCES
The basic idea through intelligence - is the most complete data processed and collected in one place the most intuitive and easy-to-understand form. To get them, you need to make friends and get to work as a single unit all elements of the system involved in the business processes, namely: advertising services, customer interaction services (including telephony, if you have it already there), as well as CRM.
With the appropriate skills, you can do it yourself, hire a programmer or ask the company specializing in the development of such solutions. The cost of such a project depends on the professionalism and efficiency of the developer and can be several million rubles.
The budget is also necessary to lay further support, since a change in any element of the system can result in failure of the entire system through analytics.
THROUGH RESEARCH AS A SERVICE
according to the report Datanyze and rated AdIndex, The most common today in the Russian business environment through the system in general, and analysts count tracking in particular is CoMagic.
Probably, his popularity in the field of telephony services because built on CoMagic united platform with UIS (UIS - a virtual telephone operator, whose services are fully integrated in CoMagic).
Overall CoMagic includes all the necessary tools for through analysts, covering all levels of the company's sales funnel.
THROUGH RESEARCH IN FIGURES
According to statistics compiled from public cases CoMagic, through system analysts gives the following results:
- 40% - average advertising budget savings;
- 41% - medium growth quality of calls;
- 10% - an average increase in sales conversion;
- 39% - average reduction in the cost to attract customers.