Tracking Leads

There are 3 types of leads that BankruptcyCanada.com sends you:

Email Leads – These include the phone number and name of the person who sent you the email form. These are easy to track.

Evaluation Leads – These include the phone number and name of the person who sent you the evaluation form. These are easy to track.

Phone Call Leads – These include the phone number placing the call. The problem with tracking this type of lead is that the phone number the person initially used to call you may not be the same number he gives you as his contact number when he signs-in. He could be calling you from work or his land line or a friend’s land line and the contact number he gives you when he signs-in may be his cell phone number.

What to do? The best way to overcome this problem is to use your call display to identify the number calling you. This can be recorded and noted on the person’s file when he signs in.

Marrying up the calls on the AdCallTracking reports with the sign-ins.

We think the most practical way for you to confirm the number of leads that are converted to sign-ins is to marry up the leads from your AdCallTracking reports from say March 1, 2012 to March 31, 2012 with the sign-ins covering the period March 1, 2012 to April 30, 2012. Note that if you don’t record the phone number calling via the call display you are not using relevant data and therefore will not get accurate results.

Firms will have different close rates depending on many factors:

Does the firm return its calls promptly?

Does the firm show its rapport or empathy with the debtor by using his name during the initial telephone interview?

Can the firm sign-in a person on the same day as the initial consultation if required?

Will the firm accommodate the debtor’s wants such as setting the initial meeting and the sign-in when the debtor requires?

Does the firm listen?

Has the firm the debtor’s concerns as its primary focus during the initial consultation and does the firm ensure that all the debtors questions are answered?

Does the firm’s reception make the debtor feel welcome by offering him coffee?

Does the firm show respect to the debtor by not keeping him waiting past the time set for the meeting?

Does the firm return calls to the debtor promptly once he signs-in. (10% or more of a firm’s referrals may come from former bankrupts.)

Does the firm self-evaluate by having “shoppers” call the firm’s administrators and trustees and report back on how the initial telephone interview was handled?

It is noted that items 9 and 10 above do not directly affect the close rate but rather speak to the firm’s culture of service.

NOTE: If you are away from work and set your auto-responder to reply to the email forms and evaluation forms they will not be returned to the debtor but to BankruptcyCanada.com.

Therefore, when away from work please get a colleague to answer your email or set your email so that messages from the leads are transferred to another person.

If you have any questions not answered by the information here please do not hesitate to email me.