One might think that the answer to this is an obvious one and that all websites should have a contact telephone number but there are points to consider;
Who are your customers?
If you sell business to business (B2B) then the answer if a definite ‘yes’! Even though buyers will use email or your website contact form to make their first enquiry some will want to call you. Whereas we think telephone numbers should be visible across all business sectors it seems to be common for companies within the internet marketing world not to use phone numbers on their sites. They do all the work to get the search engines to find their sites and then they don’t pubilcise a number. To me it’s lunacy.
And another small thing; when you do publish a phone number make sure you answer the calls!!!! I was looking for examples of business websites without telephone numbers so I’ve just searched Google for “internet marketing Bristol”, I was surprised that the first three sites all displayed telephone numbers so as a test I rang them all, would you believe that my first two calls went unanswered?
Now if your business deals directly with consumers (B2C) the decision to advertise a number or not depends on a few things;
How much money are you making per customer?
Over the many years that we have been managing calls we’ve had a fair few enquiries from companies where the average sale value has been so low that there has just been insufficient margin to justify the cost of call answering; either in house or by outsourcing it to us. Some business models just don’t warrant the cost of call answering.
A good example of this is a great business called worldstores.co.uk. They are very smart internet retailers selling products as diverse as beds for hundreds to Ipod accessories for just a few pounds. They’ll answer calls 24/7 on the bed’s sales line but you won’t find a telephone number anywhere on the Ipod site. The sites are run by the same management team but they’ve made very different decisions about telephone calls based on the economics of the products they are selling.
How well known is your brand?
Brands are all about trust and loyalty. Consider that you are going to use the internet to buy a bed. Tesco sells them online and there’s no telephone sales line number on their site. They are doing away with the cost of manning a call centre over long hours and letting their brand do the selling. Unsurprisingly the lesser known independent suppliers who are competing need to publilise telephone numbers to give buyers the confidence that the Tesco brand delivers. Many of our online retail customers find it hard to quantify the benefit we give them by having a 24 hour answering service supporting their online selling but they know it helps them to make sales by giving buyers confidence.
E-commerce businesses should beware of falling into the trap of thinking that everyone will order over the internet. Whereas lots of buyers are happy to tap in their credit card details others will want to order over the telephone if they are not comfortable about who you are or what type of service you provide.
By Martin Blain
Sales Director
Hi Martin,
I agree with most of what you are saying, but I would like to point out something that you may not have considered.
If you do indeed advertise a phone number on your site, then you should at least answer the phone, and ideally answer it quickly, politely and ‘direct’ the call for maximum business potential – that is to say ask specific questions that can determine whether or not you can help, or arrange for the called to come in, etc.
However, in my line of business – and I deal with b2b – I do NOT want my phone number visible because of the way my marketing and lead generation funnel is set up. I use a couple of different strategies that does not involve contacting me by phone, and it works well for me.
Its part of my ‘funneling’ process, and by the time a prospect gets to speak to me by phone (at the end of my process) they have been through that many hoops (that I use to qualify THEM) that they feel certain that I am going to work with them. For me, it is all about positioning.
This won’t however, apply to all businesses of course, but thought you’d be interested to know that in the b2b world there is more than one way to skin a cat.
Simon
Simon,
There I was thinking that I’d written the complete article on the subject and you come along and point out that I’d missed something obvious…..doh!!
I can certainly see that for your business model to work that you want people to jump through some hoops before you talk directly to them.
A common mistake for a new Office Response salesperson is that they assume that simply because an organisation does not answer all calls, or publish a telephone number, that they are automatically a good prospect for a telephone answering service like ours.
A good salesperson for us needs to understand that their prospect must want the benefits that answering calls would bring. In your case it’s clear that all we would do for you is to give you lots of unqualified salesleads that you would not want to spend your time on which is not what you want.
In my very early days selling our service I thought I had a great prospect because he used an answerphone all day, when I finally got to talk to him I asked him;
“Does it concern you that you’re missing potential business when people don’t leave messages on your answerphone?”
“No”, he replied, “When I get home I delete all the messages”.
He then went on to explain to me that he was already so busy with work that he could not possibly handle anymore. I learnt a valuble lesson that day.
Thanks for your input.
Martin Blain