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Clients who can’t sell
Newish client in the fence industry. Was averaging 6 ppc (Google Ads) leads a month before I took over the account 4 months ago. Noteworthy, they only have a service area of 20 mile radius around Boise. I have them getting 30+ leads a month now from month 1 and the client keeps referring (via email) that no one calls them back; the leads are no good. So over 100+ leads on the top keyword (meaning most competitive and costly) and they haven’t closed a sale. How do “politely” tell them you suck at Sales? They never pick up the phone when it rings, close business hours by 5pm and have essentially no call back process. I make over $2K a month from them so I’m not dropping them, but they are becoming a broken record. Hate client’s that just do not get it.
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1 Reply
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Ask for more information under the guise of improving account performance. Things you can ask for are:
1. Closing rate on leads from the account.
2. Closing rate for all leads (for comparison)
3. Average time between form submission and response.
4. Average time to answer a call/average time being on hold between receiving a call and transferring.
5. Phone call transfer drop rates.
6. Anonymized zip codes of all sales from the last 6-12 months (to reference where leads are coming from).
What you’re essentially doing here is putting the ball back in their court to hammer home that they either aren’t keeping track of important metric that determine success, or that all performance is down. Any competent sales manager has closing rates and monthly totals, and can pull sales data.
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I imagine if they’re spending $20k/mo (assumed?) in ads and paying you $2k/mo to manage it, they can’t suck at sales. They have to be doing something right to have that kind of local ad spend.
How do you know the leads are clean? Have you called them yourself?
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