Dealer Principal - October 2007 - (Page 22)

Your Toll Free Number Could Be Turning Customers Away Bill Lampton Ph.D. ELP -800 When I launched my company, Championship Communication, ten years ago, a veteran entrepreneur advised me, “Get your toll free number right away.” He argued that I would attract more clients and keep ongoing clients happy if they could call me at no charge. “But,” I asked, “isn’t that quite expensive?” “No, Bill, it’s surprisingly reasonable, and it will be well worth the moderate cost because of your increase in customers.” Following his advice, I got an 800 number and displayed it on my stationery, web site, business card, and E-mail signature. For a decade, I mentioned that number when I was leaving a voice mail message for an out of town contact I had called and missed. Then not long ago, I started rethinking whether my toll free number was gaining business for me. Discussing this with a professional speaker colleague, I was surprised to hear him say, “People who want you to have a toll free number, so they can save three or four dollars when they call you, substantial dollars annually, and more importantly you will attract the caliber of callers www.dealerprincipalmagazine.com If your toll free number attracts mostly friends, relatives, and marketers who want you to spend money on them, it’s time to switch to a traditional phone number. You’ll save you want to do business with. http://www.dealerprincipalmagazine.com

Table of Contents Feed for the Digital Edition of Dealer Principal - October 2007

Contents Reality Check Cover Story: Car Tango Does Your Service Menu Pass the Mom Test? Your Greatest Asset Your Toll Free Number Could Be Turning Customers Away

Dealer Principal - October 2007

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