Marketing agencies that understand the benefits of call tracking often find themselves putting in extra work to convince their clients that it can be a game-changer. Indeed, one of the biggest challenges you might face when setting up call tracking is reluctance on the part of the client.
Set aside for a moment the fact that many of their rivals are now using it, giving them a serious leg up on the competition. Without call tracking, it’s infinitely more difficult to prove that your agency is driving non-digital leads for your client. We’ve seen agencies turn on call tracking for their customers and immediately uncover a hidden goldmine of leads. (And those leads have a much higher conversion rate than their digital counterparts to boot.)
This is a big win for your agency when it comes to building trust with clients, since it can help prove that your work is even more valuable than expected. And just as significantly, the data and analytics earned from call tracking will help you better fine-tune your marketing, empowering you to focus on the channels and search keywords that are driving the most inbound calls for clients.
Here are the four most common client objections to the benefits of call tracking, and how your agency can overcome them:
Dedra Mitchell and Nick Jackson contributed to this post.
1) The strict budgeter client
Clients with strict budgets can be extremely difficult to sell on the benefits of call tracking. Once budgets have been set, it may seem like there’s no room for negotiation.
Explaining to the client how call tracking can help definitively prove marketing ROI is a great way to overcome this objection. Agencies have to be able to show that their work is consistently generating revenue — if a significant amount of traffic is not being accounted for, your marketing efforts (and the client’s budget) could be going to waste.
With call tracking added to your agency’s marketing stack, you can be confident that every touchpoint and bit of traffic are being captured and analyzed. This helps your agency prove ROI on your marketing, so you can make the best possible business decisions for both you and your clients.
Are you on a strict budget at your agency too? Good news: Call tracking is a proven revenue stimulant. Download our ‘How call tracking can grow your agency’ ebook to hear firsthand how agencies have used CallRail to grow.
2) The “I can’t change my business number” client
Even in 2019, many clients still have a fondness for vanity numbers. This can be a source of tension when it comes time to make the switch to call tracking, because the client may feel like they’re taking a major risk by changing their number. But are these perceived risks real?
Before you do anything else, put yourself in your client’s shoes and try to understand their concerns: They’re worried that their current or prospective customers will see a new phone number on their site or offline marketing materials, and they believe this discrepancy will result in a decline in outreach.
This is a perfect opportunity to explain just how unlikely this is — most people aren’t saving business numbers in their phones, and they definitely aren’t memorizing them. It’s safe to assume they won’t recognize the new number, and if they do, it almost certainly won’t discourage them from picking up the phone.
Now, let’s weigh the risks: A plain vanity number doesn’t give your client (or your agency) any data that can be tied to marketing spend or campaign performance. In other words, they’re running the risk of not understanding the hows and whys of their marketing performing. They could be spending money on underperforming campaigns because they have no way to properly measure the data they should be collecting.
Or, to put it as directly as possible: The certainty that comes with knowing how marketing spend can drive conversions is far more valuable to a business than the hypothetical risk of someone being turned off by a new business number.
If the client is absolutely set on keeping their number, recommend that they port that number over and use it to start tracking conversions from offline sources. This option will allow them to keep their preferred business number on their storefront, billboards, mailers, or running on a TV or radio commercial.
Here at CallRail, we’re constantly releasing new features that offer big benefits to our agency clients. Check out our new-and-improved Account Center, which makes it easier than ever to streamline the client-management process.
3) The hesitant and unsure client
A client could be hesitant to adopt call tracking because they’re unsure how much (or even whether) it will benefit their business. The client may believe there are more important tasks to address — like hiring the best talent, or keeping customer satisfaction high — and therefore might not be in a particular hurry to get call tracking up and running. They aren’t necessarily saying no, but they’re not saying yes, because it feels like the timing isn’t right.
Combating this objection comes down to stressing the opportunity costs: Every day the client kicks the can down the road, they’re missing out on data and analytics than could be crucial to the success of their business.
Every inbound call conversion that goes untracked is a missed opportunity to better understand what campaigns are driving these leads. Emphasize this to your client to create a sense of urgency. This also creates the perfect opportunity for them to take advantage of CallRail’s Free 14-Day Trial, which will likely show immediate results.
4) The “What is call tracking, though?” client
It’s not uncommon for a marketing agency to discover that their clients have no idea what call tracking is, or why it matters. And that’s totally fair — there’s only so much room in the world for marketing nerds like us. (Plus, our job depends on us being the nerdy experts our clients turn to for innovative tools like call tracking!)
Their lack of understanding does create a challenge though, and this is especially true when a client is operating under the (mistaken) belief that phone calls aren’t as important as they used to be.
CallRail makes educating clients about call tracking easy. The simplest way to explain call tracking is to define it as the process of determining how callers found your business.
Marketing agencies have fully stocked toolboxes to help them understand a buyer’s entire online journey. But if a customer or lead decides to contact a business and the call isn’t being tracked, marketers are left in the dark. We’re constantly working with marketing agencies to improve our product and close this gap, ensuring that every interaction during the buyer’s journey — both online and offline — is accounted for.
Because, at the end of the day, educating and encouraging your clients to make better business decisions is a win for both the client and your agency.