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A lot of interconnects utilize Yellow Page advertising to attract new clients. In my 18 years in the industry, dealing with hundreds of interconnects, I've seen Yellow Page Advertising be the cause of more damage than good. It's very easy to get excited by the "Slick Willie" sales guy from the phone company with promises of so much business you won't be able to handle it. That's often not reality and can lead you on a path to financial ruin.
It's important to consider who will be calling you.
You may think you're special when you get that call but you will only be one of many that get called by the same prospect. That's why we call them "shoppers"!
My advice is you keep Yellow Page advertising down to the bare minimum. This applies to all the different forms of promotion you do.
Get a separate Toll Fee number for each promotion you have.
The cost of having five 800 numbers is not much more than one and call detail will provide how many calls you received and from who. With this information you can make educated decisions.
The very best way to attract new customers is by referral so look after every customer like they are your first. If your goal is just to get paid by your customer, then change careers! Your goal should always be to have them happy to the point of becoming your new friend.
Try to be more than just the phone guy. You have the relationship, so utilize it. You may not support computer networks but there is nothing to stop you from addressing their networks battery back up solution. Talk to them about surveillance cameras, internet connection via combined voice and data T-1's etc.
If you want to promote your business locally, I'd suggest sponsoring community activities like little league, soccer and other youth sports. It's very inexpensive and you'd be surprised by how many parents are the decision makers for potential customers.
Good luck
Hugh Vujnovich – President
Next month: Do you have a website?
I'll show you an inexpensive way to put a professional face on your company.
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