Contributions to Profit: Track Call-to-Order Conversions
One way to combat lost demand is to offer a down-sell item, a low-cost or discounted product that can be used as a last effort by your CSRs to make a sale. The key to this technique is to ensure your CSRs are properly trained to be aggressive without crossing a legal or ethical line. Of course if a customer wants something that’s out of stock or just has a question, you may wind up upsetting a future customer or creating ill will by giving the down-sell offer. For those callers you may be better off just getting their contact data and including them in future mailings.
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.
