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Adam's Advice: Make the Yellow Pages Work for You, cont'd

Now that you know how to run an effective Yellow Pages ad (last week's article), the next step is preparing to respond. Getting people to call is only the first step. The way that you and your staff handle the calls is just as important. Want proof? Just call a few companies from your Yellow Pages and ask!

Many home care and hospice companies have not invested in training their staff on telephone manners and salesmanship. And many potential referrals are lost because staff members are not equipped to handle the calls.

One of our clients tells the story of how she took a call from a Yellow Pages ad, where the person requested that she personally come out to his home to discuss the services they could provide for his wife. She did, and when he found out she was president of the company, he was so impressed that he arranged care for his wife, and then eventually, additional care for himself. Not to mention this couple became one of the best referral sources for the company!

The point is that the Yellow Pages ad initiated the call, but personal attention, customer service and information closed the deal. Train your staff that each and every call could be a potential referral...and source for additional referrals!

To wrap up, let's quickly review what we've learned about Yellow Pages advertising:

1. Use an attention-getting headline - advertise benefits!
2. Make the prospective client want what you are offering
3. Tell them to call you
4. Prepare a plan to train your staff on handling inquiries and track the source of the calls
5. Follow up and ensure that your ads are conveying accurate information
6. Use a professional to design your ads - keep the ads clear, uncluttered and professional-looking

Happy advertising!