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Sales-Lead feedback
improved at Myers Tire Supply
Myers Tire Supply Company (Akron, Ohio), a division of Myers
Industries, is the nation's leading distributor of equipment,
tools, and supplies for tire dealers and automotive-service
providers.
When sending sales leads to their 45 field locations, Myers
Tire Supply sets feedback-due dates. These dates are monitored
regularly with TeleMagic for leads that are outstanding (have
not been followed-up).
After feedback is received from the field, Myers' Business
Development Manager, David Bertsch, updates the database (changes
the status, deletes/revises the feedback-due date, and records
appropriate comments).
"In addition to efficient management of leads and
a targeted (nonshot-gun) approach, TeleMagic gives credibility
to the lead-generation system," Bertsch notes.
Myers' TeleMagic database has 100 "filters" (data
search and select criteria) and 15 word-processing documents
(merging with Word). Each month, reports are printed to show
department performance, such as the number of sales leads
(total and by branch) and lead source.
Prior to TeleMagic, Myers Tire Supply sent sales leads to
the field via phone, handwritten notes, or a word processor.
Later Bertsch's predecessor purchased TeleMagic to
qualify inquiries and make cold calls. Calls are made with
lists generated from directories, magazine inquiries, etc.
Each telemarketer has one period each day to enter his/her
leads, referrals, literature requests, etc., into the main
database. This one time is used to minimize computer data-entry
time and to maximize telemarketers' phone time.
A "status" field guides action to be taken on the
leads; for example, records with a "sales lead"
status are merged with a word processor "lead form"
and those with "literature" status are merged with
a letter and brochure to be sent.
Important as the "feedback-due date" is in the
overall system, TeleMagic's "recall" feature is
not used; instead, utilizing the versatility and user-friendliness
of the software, records to be recalled are "filtered"
via a date field and then navigated on the monitor.
"With technical support," says Bertsch,
"I've become pretty advanced with filters and reports,
using advanced expressions, combining date and character
fields, and so forth."
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