Where Did You Hear About Us?
Want to know how to get more customers to call you? Start by finding out how the customers you are getting now found you.
Whenever someone calls with an inquiry, I ask, “Where did you hear about us?” I also have a field in my online order form that asks the same question. By doing so, I am able to track what I’m doing that is generating new business. Did they find my website through a search engine? Was my book mentioned in a magazine? Did they hear me on the radio? Did a friend refer them?
Key any ads you run so you know which issue of which publication (or which broadcast) brought you results. You may use a department number for mail orders, or a name or extension number for phone inquiries. Key online responses to a special webpage, or give a coupon code for customers to use. This is not only for advertisements—I also do this for my publicity efforts.
There is another benefit of asking “Where did you hear about us?” Sometimes I learn about a publicity feature I didn’t know about, or a new website linking to mine, or a place one of my free articles has been used. For example, I knew that my book, “The Mystery Shopper’s Manual,” had been featured prominently in a magazine article; however, it wasn’t until a customer called (and I asked, “Where did you hear about us?") that I learned it was mentioned again another issue of the same magazine.
Over time, you will discover your best sources of new customers. Once you know what works, do more of it. And, do less of what doesn’t work. That will allow you to maximize your success while minimizing your effort and expense.
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