Are the people who answer your phones asking the right questions? Are the answers being put in the computer where they belong?

If not, taking control of and fixing this problem should be a level one priority. A customer’s first impression of your company by phone is critical, as is call handling in general.

Why the incoming call management problem exists

This problem pops up most often when phone training has been provided both verbally and/or informally. There’s no manual or procedure, no training materials or tools. I hate to say it, but things are this way at a lot of companies. It may well be that the trainee took notes, but that’s really not enough.

Here is a simple step you can take to assure a consistent, high level service in regards to fielding incoming calls.  Simply create a checklist for people to use when they answer the phone. Then give your employees the list, go through it with them and insist that they use it.

“Integrated/Automated” call management software example

To the right is an example of a law office CRM program. (Something I put in place for a client of mine, by the way.) We had the programmer add a simple design tweak. Specifically, the important fields were highlighted in blue. Now, no matter who answers the phone or who is viewing the record, its easy to see whether the critical information is in the system and has been completed in full. (Click on image to enlarge.)

How this system works

As mentioned, this app was put in place for a law firm. When a prospect calls for the first time, certain information needs to be gathered before passing the call on to a lawyer. Questions need to be asked like, “What city do you live in? What is your phone number? What is your email address?” All the basic stuff, right?

The record is saved and the call is passed on. In the event that questions were missed or that the client was hesitant to provide certain information, it is still clear which information remains to be collected.

Now that you’re paying big bucks to an advertising agency, there are some things you have to know, and things you have to watch out for.

The pattern you see is almost always the same. Your campaign starts off with a flurry of the agencies activity that lasts about two months. The work that is done up front appears to be highly professional. Yet, the results for which you had hoped never materialize.

In which ways, specifically, do ad agencies provide poor service?

Successful advertising comes only through ongoing effort. For example, you place an ad. If it works you keep it. If not, you take the ad down and try something else. The same situation exists regarding the pages on your website. If a page performs poorly, you either work on that page or point your ads someplace else.

The problem is that many agencies use the “set it and forget it” strategy. They setup your website, your ads and whatever they promised to you, and they do an awesome job.  After the honeymoon period, the website is left untouched and the ads unchanged. Each month, you continue to pay the monthly fee and receive automated reports. But there is no ongoing management or improvement of either the ads or the website itself.

Given the high level of your investment, you should expect the firm with whom you are working to manage and maintain your account, and to regularly pursue such opportunities for improvement. The bottom line is this: the ongoing work required to maintain, manage and grow your campaign just isn’t being performed.

How to catch these problems early on

The best way to keep your eye on the ball is to watch your return on investment. With effective advertising and the proper presentation of your business, you should see the results of your efforts in a reasonably short period of time. Even if the actual closing of a sale is in your hands once a prospect has been identified, your advertising efforts must still provide a stream of qualified customers.

In addition, you need to watch for movement. Changes to your ads and ongoing improvements to your website are signs that your campaigns are being managed.

How to not get caught in this trap

First things first, a company cannot turn such an important function over into the hands of a vendor with no program that monitors or has some level of control in the process. There must be a system in place allowing you to stay on top of the overall situation.

If you are beginning a new campaign, consider hiring someone independent to manage the campaign as opposed to turning things over to an all-in-one vendor. For example, a consultant can bring in and monitor the vendors required to build a website, provide advertising, etc. As a consultant works for you as opposed to the individual vendors, this puts a system of checks and balances in place.

If you’re in the midst of a contract with an advertising vendor, the best place to start is usually with an audit. The audit needs to examine your level of spending vs. the results you’ve seen and the service you receive. Keep in mind that with advertising agencies, it is usually the case that the squeaky wheel gets the grease.

In every case, its important to establish a clear set of objectives and expectations together with a way of monitoring and tracking results. This is not to say that an agency should be managed like an internal department but it is important to put limits in place.

It matters not whether your report is off by two cents or forty dollars. You’re going to here about it again and again.

The fact is its not your fault. You’re just the fall guy.

How Rounding Problems are Created in the First Place

Almost always, the problem comes from one of two places:

1) After division, the numbers carry out too far past the decimal point. For example, if you try to split $10 between three people, there’s always going to be a penny left over.

2) After multiplication, the numbers carry out too far after the decimal point. For example, multiplying a labor rate of $54.95 by 1.25 hours gives you the billing amount of $68.6875.

What you Can’t Do to Fix the Problem

You can’t have your programmers fudge the numbers. This takes things from bad to worse.

You can’t ignore the problem, as it will forever be on your plate.

And don’t try to convince the boss to just accept the problem. He may let you “get away with it”, but it’ll always be something of a smudge on your record. And like I said, it really isn’t your fault.

My Favorite: The Four Digit Scenario:

“Accounting sends us numbers that go out four places past the decimal. So lets say they ask us to cut two checks for $44.4444. We round those two checks off to $44.44, which gives us a total of $88.88. But the way Accounting does math, they add those two numbers together and come up with $88.8888. And THEN they round the number off to $88.89.”

How to Solve the Rounding Problem Once and For All

Add a field to your report called Rounding Error. Depending on the type of report you’re generating, you may need to add a new account instead.

The number in this data field is the difference between the actual amount either billed or distributed, and the theoretical amount that is expected on the report.

Then, finally, distribute a memo explaining the problem and the solution.

And set the aspirin bottle aside.

You gotta love this question:

“Hey, Jules, exactly where is everything at with all of our open sales, right now?”

The best way to answer that question is to pull a report off the computer, right?

Well, the name of the report you’re looking for is called the Sales Pipeline. Some systems call this the Sales Funnel, but those two terms mean exactly the same.

Here’s the rub

If you don’t have such a report in your system, that says a lot. It says you’re spending too much time editing spreadsheets, tracking down information and keeping up with the big picture. The Sales Funnel report really is a must have.

What is the Sales Funnel?

Once a prospect contacts your company or visits your site, they enter the top of the “Sales Funnel”.

At this point, the customer either decides to not buy your product, or the sale or continues to move forward through the sales process.

The Sales Funnel is a metaphor for the process through which all businesses make sales. New sales opportunities pour into the top of the funnel. These leads may need to be educated, qualified, bid upon, be taken through negotiations, etc.

Of the many new leads go into the top of the “funnel”, a smaller number actually make it all the way through the process and purchase your product or service. Hence the metaphor.

For the purpose of demonstration

The sales funnel concept is very straight forward and there are many software packages out on the market that have this type of functionality built in. Its also possible to track and manage your customers using an Excel spreadsheet or even a pencil and paper. The two screen shots, off to the right, are based on a template from our code library. Click the images to enlarge.

Defining the Sales Process

As mentioned above, customers go through various steps or phases as they move through the sales process. These “phases” vary somewhat in name from business to business. Determining what the process is that you go through, as well as naming the various stages, is an important part of developing a sales management strategy that will work for you.

1. Initial Opportunity
2. Initial Communication
3. Fact Finding
4. Propose Solution
5. Negotiation
6. Contract Signed
7. Customer Declined
8. We Declined

Putting the Sales Funnel to Work

We’ll use the template, above, as an example.

The first step in using this database (or any such system) is to enter the Contact Information into the database itself. You can also add notes, enter and manage tasks, etc. (As this program was created in Access, additional fields can be easily added to the form.)

There’s a drop-down box (middle left-hand side) for Lead Status. Keeping track of this one, simple piece of information — Lead Status — is the key to managing your funnel.

When you pull the Current Pipeline report (see screen shot, above), you’ll get a detailed view of where all your customers are within the sales process.

In a nutshell, really, this is pretty much all there is. The Sales Funnel is a simple tool that you can use to keep track of where all your customers are at within the sales process.

How would you like to know what your competitors are up to, exactly what they’re offering and how much they’re planning to charge?

That would be awesome, right?

There are two things that hold people back from doing exactly this.

First off, the right tools have not been put in place. Secondly, the methods one uses to collect the right information are not always clear. And that’s what this article is all about.

Let’s start off by looking at a good example of an existing bid tracking system.

Practical Example of a Simple Competitive Bidding System

Here is a system I put in place for a client of mine.

Click on the image for a full screen view. You can see how easy this part of the system works, right?

That is one of the major reasons hire me over my competitors: I take the time to understand your needs and put systems into place that are straight forward and easy to use.

This particular bidding database was implemented for an HVAC Engineering firm. There are boxes for tracking both sides of each bid, Plumbing and Mechanical. High and low bids are carried forward into reports generated by the system. By generating this report, the lead estimator is able to provide management with an overview of where they stand, price-wise, in regards to their competitors.

But wait, there’s more!

Another great feature is now being added to this bidding system. It is a “Competitor’s Database”. It is very similar to a contact management program. It holds competitor contact information, there’s a notes section, etc. In addition, by opening up a competitor record in the system, you’re able to see their entire bidding history as well.

How to Collect Competitor Information

Once you have a system in place to collect this kind of information, seeing where you rank is really easy to do.

For that to happen, though, this information has to be entered into the system. But, how and where do you get this information?

Here’s the Easiest Way to Research Competitor Bidding

The first and primary source of bidding information is almost always your potential client.

It is never too soon to ask whether there are other bidders, in which stage of the process they are, what solutions may be being offered and what the range is in terms of the prices they see.

Your potential clients will probably not want to share the names of other bidders, much less the actual bids that have been submitted.  Your prospects will, however, be willing to discuss the generalities of the solutions that have been presented, and what they’ve been seeing in terms of price.

This conversational situation needs to be felt out in terms of which information the prospect is willing to share. It is unwise, in this regard, to push a potential client beyond their level of comfort.

The Right to Know Law

The Right to Know Law means that government agencies are required to share the information that they receive from your competitors, with you. This law applies to municipalities, judicial and legislative agencies and more. There are both federal and local laws that pertain to this matter. If you have any difficulty in obtaining such information, you may need to dig a little deeper into local regulations. For example, here is a document regarding the Open Records and The Right To Know in Pennsylvania.

Its not always easy

Its virtually impossible, for example, to get detailed information regarding sealed bids based on tightly written RFQ’s. This is especially true with large organizations such as hospitals. In many situations, bids are received but not opened by a potential client until a certain date. Proposals are reviewed and decisions are made with no further ado.

In this case, its worth keeping track of who else has submitted a proposal. The better you know your competition, the more light this information will shine on what you’re up against.

Maybe it is time to get sneaky

At this point, you may wish to question whether your tactics are legal and ethical. At the same time, its important to note that by doing your homework, you’re able to provide better service to your potential client.

Informal conversations with friends and colleagues who are “in the know” is not necessarily out of line. These can be people who work within your client’s business or those  who are otherwise closely related to the project.

Another good source of information may be suppliers. If there are tools or materials that can only be obtained in one of a few places, your competitors may have requested pricing for materials that you know are required for the job.

Calling a known competitor and pretending to be a client is crossing the line. Alternatively, placing an ad on craigslist (for example) to request pricing for a similar service is a standard technique for market research.

Finally, your subcontractors may be able to provide helpful information, as they may work for your competitors as well.

Your competitors are also a great source for information

Over time, many companies form relationships with their competitors. Tit for tat sharing of information is neither uncommon nor unethical, so long as your relationship is on the up-and-up.

You stand more to gain in being friends with your competitors rather than enemies.

In Summary

Once you have a system is in place to track competitive bidding information, the actual collection of such data is relatively easy. What is most important is that the collection of such information becomes habitual.

It is both your responsibility and moral obligation to track and analyze the bids and proposals submitted to your potential customers. In doing so, you are often able to provide a higher level of service to your customer.

Setting up remote access can be quick, cheap and easy, but you’ve got to look out for “the catch”.

The catch is that its easy to select the wrong system for your business.

Not to worry, though. The big picture is easy to see. You just need to know what you’re options and decide which fit is best regarding the way you run your business.

If you need a hand, feel free to call (310) 714-9669, or click here to send me an email.

Four Ways to Get Setup for Online Computer Access

• Remote Desktop
• Desktop Virtualization
• Remote Hosting/Cloud Hosting
• File Synchronization

Remote Desktop

This is THE solution if all you want to do is gain remote access to your computer. It works like this: you log into your own computer through the Internet. You can then view the screen of remote computer and take control of the mouse and keyboard. You may be sitting at one computer, but its the computer on the other end of your connection upon which you’re actually doing your work.

The main advantage is simplicity and price — These programs are easy to setup and use. Some versions of Windows includes a free Remote Desktop Program. Other popular systems include GoToMyPc ($10/month) and logmein (free, or $5/mo for the “pro version”.).

There is also the ever popular PCAnywhere program for which you pay once (about $250) as opposed to paying a monthly fee.

Desktop Virtualization

This is a job for an IT pro and may require that you install an additional server. Each user’s computer is actually a “virtual machine” that exists within the server itself. The computer upon which one sits is actually running a Remote Desktop application, as above, to access their “real” computer inside the server.

There are some major advantages to systems such as these, including the ability to allow anyone/everyone remote access. In addition, the act of backing up your server creates a backup of everything that everyone is working on. In addition, as this is a centralized system, maintenance costs and so forth may be reduced.

Finally, if the user’s computer breaks, you can quickly swap that computer out and log a new PC onto the network. Nothing is lost except the value of the broken computer itself and downtime is minimal.

Windows Remote Desktop and Citrix Server are two popular, reliable ways to go about setting up such a system.

Remote Hosting and “Cloud Hosting”

This is the same as Desktop Virtualization, with a twist. The server itself resides at a remote location and you enter into a lease agreement with the company who provides this service for you.

Basically, a company sets up a computer server for you on their network. Everyone has access to that server through the Internet, just as with the Remote Server setup.

Rackspace is a popular service, however, they have many competitors and it pays to evaluate different options.

This solution can be quite pricey, but it is a highly reliable and effective solution. If you do run into any hardware or connectivity problems, a phone call to your service provider will get someone on the problem right away, and that’s good service to have.

Remote Hosting is great in regards to disaster planning.

If there’s a power outage or even a disaster at your office, everyone can log in and be back online as soon as they can get to a computer. Many remote/cloud hosting providers do maintain redundant computers at multiple locations as well as full-on backup systems. Just be sure that the company with which you’re hosting has your back should there be any problems on their side.

File Synchronization

If you need access to your files, but not necessarily your computer, this is the way to go.

How Synchronization Works

Lets say you load Windows Live on your computer at work, and then again at home. Whenever you create or edit a file at work, it is automatically uploaded to the Microsoft cloud. That evening when you log onto your home computer, all of your files are brought up to date automatically. Any files you create or edit on your home computer are uploaded to the server, and the cycle continues.

Windows Live also allows for online editing of Office documents, file sharing and simultaneous editing.

Setup is just a little on the complicated side. If you’re “pretty good” with computers you won’t run into any difficulties. Otherwise, give me a holler and I’ll get you setup.

Dropbox is a popular alternative to Windows Live. Dropbox provides both file sharing and synchronization, but not online editing.