Using an 800 Number

Using an 800 Number

In 1992, thirteen billion calls were made to 800 numbers, yielding sales of $7.73 billion. By 1997, sales from 800 numbers are expected to be $11.4 billion.

Offering a toll-free number encourages the customers and prospects to call, and many telecommunications companies have cost-effective services for small businesses. In many parts of the country, an 800 number service can be obtained and the area for which toll-free calling is provided can be specified. In other words, calls can be limited to certain parts of a state, region, or city, and a toll-free number provided just for customers in those areas.

Today, 800 number services are available through local Bell companies and through national long-distance firms, so there is usually a choice of vendors. Often an 800 service can be obtained without having to change the firm's phone number. Here's an example of some of the options and services that may be available. They are provided for customers of Pacific Bell who use "Custom 800" service:

o You may take your number with you if you move. For example, real estate agents working for one firm and using their own 800 number can take it with them if they move to another firm. (Clients will still call the same 800 number they are used to and still get the same sales agent)
o The area served can be as small as the territory covered by one three-digit phone number prefix, or you may specify several different areas.
o Printed reports from Pacific Bell, sorted by phone number, will tell you the prefixes your calls come from. They will also identify the area codes and prefixes for people who tried to call you toll-free but could not because they were outside your specified 800-number area.
o You can have calls routed to different offices at different times of the day. For example, if you have two offices that are staffed at different hours, you could have all 800 calls routed to one office during normal business hours and calls after hours routed to another office.

Services and costs vary substantially, so it's in a company's interest to check with different companies in an area. Firms levy setup charges and will charge extra for written usage reports in addition to the charges for each call. One question to ask 800-number provider is how the toll charges are billed. Some firms charge a flat rate per call, which may be more expensive than doing business with a company that bases the toll fees on the distance each call travels.

800 numbers are most commonly used in conjunction with direct mail offers, but once a number is established, the firm should use it on all materials such as stationery, brochures, specialty items, and so forth, as a benefit to customers. An 800-number can enhance the marketing power of promotional materials. A "hot-line" for answering questions can also be established. There are different types of toll-free numbers. The local phone company can discuss costs and options. However, if a firm goes through the expense of establishing an 800 number, it should make sure it has a staff person ready to answer the calls.

Americans order millions of dollars in goods over the telephone every day, establishing a toll-free phone number is an effective way to greatly increase the response rate of promotional efforts.