The value of a phone call to generate sales: 280$

Online Marketing the weapon to generate leads. But when it come down to generate actual sales, nothing can beat a phone call in the lead nurturing process.  Here a B2C example that worked:

I was having a beer with friends on a Friday happy hour when I suddenly receive a call from a Mexx clothing store. The person told me that a super 50% sale on everything was starting today. The person made me feel unique by telling me that this offer was for selected clients. I asked her what “Selected” mean and she says that because I had already purchased at their store, my name was in their database and they were contacting all of their customers.

Never the less, the day after, I went to the store, which is a 30 minutes drive from my home and I bought for 280$ of shirts and pants. On my way back, I drove by another Mexx store, literally 5 minute walk away from my home in Montreal and I realized that the super 50% sales was actually in every Mexx stores.

That made me wonder why I went so far when I could have go there at the first place. Furthermore, why did I actually buy some cloths? I was absolutely not planning any clothing purchase…

And because I’m a marketer and like this kind of situation, I dug a little deeper. I looked in my emails (I’m a subscriber to Mexx newsletter) and realized that I also received an email announcing about the 50% sales few days prior.

But neither the email nor the closest store made me think about purchasing cloths. The only driver is the phone call. Sure the 50% offer is very compelling, but I was exposed to it on other channel and it did not trigger the desire to buy.

I drove 30 minutes to spent 280$ simply because I got nurtured by phone. Period.

Lead Nurturing + Right Channel + Right Messaging or Compelling Offer = Sales

And Yes the phone is a strong channel when properly used…

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Tuesday, June 30th, 2009 Lead Management, Marketing