The Secrets To Tracking & Reporting

Why Test & Measure?

If you don't know where your customers come from, you're really stabbing around in the dark. You have no real idea which marketing campaigns are working, how well your salespeople are doing or even how much each sale is 'costing you.'

Once you know these things, you have the power to make decisions, and good ones. You know which marketing campaigns to kill, or improve, and which to spend more money on.

You'll also know where your 'key leverage point is.' That is, the thing that you most need to improve. Perhaps your conversion rate is high but your leads are few. Maybe it's the other way around. Maybe you're doing well in both lead generation and conversion, but you're not selling enough high priced items.

Once you know which area needs work, you can start to make some new, well-informed marketing decisions.

Suggested Ways To Use This Guide

Select the testing and measuring sheet which best describes your business. You'll find that one of them should fit your specific situation. If your business is highly specialized, you are free to make any changes you feel are necessary.

You'll find a specific explanation of how to use each one. Just remember to APPLY the information you identify in order to see results.

The 3 Most Important Things About Testing & Measuring

  1. Testing and measuring is nothing new. You've probably been doing it all your business life. Remember the newspaper advertising you tried that 'didn't work,' and the radio spots that 'did OK?' That's all testing is. It's about finding out what produces results and what doesn't, then making decisions based on that.
  2. You MUST start asking people where they heard about you. If you don't, you'll be in the dark forever. You may keep running an ad that never brings a sale, and accidentally kills a good one. Customers usually come from so many sources, it's impossible to judge how an ad is working based on sales alone. Perhaps you received more referrals that week, or there was a festival in town. Every time someone buys, ask them this question… 'By the way, can I just ask where you heard about my business?' No-one, and I mean no-one will have any problem telling you.
  3. ┬áBe vigilant and disciplined. You can't test & measure half the time. You must do it every hour of every day. It's not difficult… just remember to create a record after every customer interaction. And make sure your employees do the same. Stress the importance of it and absolutely DEMAND that they do. Also, tell them it's essential that they're honest.

What To Do With Your Results

The first thing to do is see what's not working. If an ad is getting a very low response (which means the profit margin from the sales is not at least paying for the ad), kill it.

Of course, you need to consider the lifetime value of your customer as well. If, after taking all factors into account and you're not getting results, bite the bullet and stop running the ad. Every time you run this sort of ad, you're literally giving away money. Now you have two options… channel your marketing funds elsewhere (like back into your pocket) or improve the ad.

If you choose option two, there are a couple of things you can do to make the task simpler. First, go back over your past ads and think about how well each one worked. Pull out the best two or three and see if you can pick out what gave them their edge. Next, read a couple of books on marketing, or at least browse through them. Finally, look at what your competitors are doing. Do they have an ad which they run every week? Unless they're stupid, this ad must be doing ok. So what's different about it when compared to yours? What ideas can you steal from it?

After all of this, write a new ad. Don't do anything with it yet - we'll get to that in a minute.

Go through this process with each marketing piece that doesn't seem to be working (letters, Yellow Pages, referral systems, flyers and so on). Kill, examine, modify. Kill, examine, modify. Once you have a collection of these revised pieces, just sit on them. There's something more important you need to deal with first… the strategies that are working. Run through each of the working strategies in depth. Examine why they're producing results and the others aren't. See if you can pick out the one important attractive point about each. This in itself will teach you a massive amount about your business.

Next, think of a way to do each strategy on a larger scale. If its flyers, the answer is simple… drop twice as many flyers. That should bring twice the sales. If it's an ad, run it in more papers, or increase its size. If it's Yellow Pages, book a bigger space next time.

But whatever you do, don't meddle. Just do the same thing on a larger scale. After that, test and measure for another 2 weeks. Notice if the number of enquiries remains the same or goes down. Also compare this with how much you're spending on marketing.

You'll probably find that you barely miss those dud strategies and the 'larger scale' working strategies are paying off nicely. If it's not, return to the original size.

Conversion is the number of enquiries that become sales. You may find you get one in ten, 99 out of a hundred or anything in between.

Leave it for a month or so… just work on converting the supply of leads you have. A better conversion technique, plus more leads from a bigger scale of your successful marketing strategies should give your business a boost. The lack of dead money being poured into ads that don't work should also give you a helping hand.

After running through this process, it's time to pull your revised 'dud' strategies' out of the drawer, and give them a run. Do one at a time, and track the results meticulously. Note exactly how many leads it brings you and how many of those turn into actual sales. Compare that with the marketing cost, and judge whether it's been a good strategy.

If so, add it to your list of ongoing strategies. If not, don't give up hope. Try it again… testing a different headline, medium, offer, look, etc. Change a meaningful part of it and measure the results.

If it doesn't work again, give it one more try. If you get the feeling NOTHING is going to work, abandon the idea (it's probably the wrong approach altogether) and concentrate your efforts somewhere else.

Very soon, you'll develop a collection of marketing strategies that work, and weed out all the costly ones. Now that's a business success formula, and the real benefit of testing and measuring.

How To Use the 'Retail Daily T&M' Sheet

Ideal for all types of retail stores, especially those with mid to high priced items. Each testing and measuring sheet is for an individual member of the team. Total all sheets up at the end of the day, then do a weekly total. Add these up to form your monthly total. Once you've done this, examine the sheets to work out which strategies have been working.
Prospect Name: The name of the customer. You need to ask them for it. If you don't get a chance to get their name, simply write a basic description of them 'Male 30's' or Female '50's.'

Repeat Customer (New Enquiry): Tick this column if the customer is an old one, yet they have come in to discuss a new purchase. That is, one they haven't previously talked to you about. It may be a product they've bought before… just as long as this is the first time you've talked to them about buying it this time around.

Repeat Customer (Same Enquiry): Tick this column if the customer is an old customer, and you have discussed the product or service before. That means you've talked to them about the specific purchase they're considering.

New Customers (How Did They Hear About You): Fill this out if the customer is entirely new. That is, they have never been in before. Ask them how they heard about you. Don't suggest anything if they take a while to answer - wait for their response.

New Customers (Which Marketing Strategy): This applies in the case where you're testing different versions of one type of marketing strategy. For example, you may be running 3 different ads over 3 weeks. Give each one a code, and fill it in here.

Details Captured: Tick this column if you get the person's full name, address and phone number. Just say 'I'd like to put you on our mailing list, could I get your details?'

Sales Conversion (Sale Made): Tick this if a sale is made.

Sales Conversion (Sale Value): Write in the value of the sale.

Sales Conversion (Follow Up/Call Back): Tick this column if the customer does not buy and is to be followed up later. Alternately, tick this if the customer claims they will come back.

Avg $$ Sale: Divide the total takings for the day by the number of sales for the day. This will give you your average dollar sale.

Conversion Rate %: Divide the total number of customers by the number which actually made a purchase. This will give you your conversion rate.

How To Use the 'Service Daily T&M' Sheet

Ideal for all types of service businesses, especially those that don't quote. Each testing and measuring sheet is for an individual member of the team. Total all sheets up at the end of the day, then do a weekly total. Add these up to form your monthly total. Once you've done this, examine the sheets to work out which strategies have been working.

Prospect Name: The name of the customer. You need to ask them for it. If you don't get a chance to get their name, simply write a basic description of them… 'Male 30's' or 'Female 50's.'

Repeat Customer (New Enquiry): Tick this column if the customer is an old one, yet they've come in to discuss a new purchase. That is, one they haven't previously talked to you about. It may be a service they've bought before just as long as this is the first time you've talked to them about buying it this time around.

Repeat Customer (Same Enquiry): Tick this column if the customer is an old customer, and you've discussed the service before. That means, you've talked to them about the specific purchase they're considering.

New Customers (How Did They Hear About You): Fill this out if the customer is entirely new. That is, they've never been in before. Ask them how they heard about you. Don't suggest anything if they take a while to answer - wait for their response.

New Customers (Which Marketing Strategy): This applies in the case where you're testing different versions of one type of marketing strategy. For example, you may be running 3 different ads over 3 weeks. Give each one a code, and fill it in here.

Details Captured: Tick this column if you get the person's full name, address and phone number. Just say 'I'd like to put you on our mailing list, could I get your details?'

Sales Conversion (Appt/Sale Made): Tick this if an appointment or sale is made.

Sales Conversion (Sale Value): Write in the value of the sale.

Sales Conversion (Follow Up/Call Back): Tick this column if the customer doesn't make an appointment and is to be followed up later. Alternately, tick the column if the customer claims they will come back.

Avg $$ Sale: Divide the total takings for the day by the number of sales for the day. This will give you your average dollar sale.

Conversion Rate %: Divide the total number of customers by the number which actually made a purchase. This will give you your conversion rate.

How To Use the 'Wholesale' Sheet

Ideal for all types of wholesale businesses, especially those that don't quote. Each testing and measuring sheet is for an individual member of the team. Total all sheets up at the end of the day, then do a weekly total. Add these up to form your monthly total. Once you've done this, examine the sheets to work out which strategies have been working.

Prospect: The name of the customer/business. You need to ask them for it.

Repeat Customer (New Enquiry): Tick this column if the customer is an old one, yet they have come in to discuss a new purchase. That is, one they haven't previously talked to you about. It may be a service they've bought before just as long as this is the first time you've talked to them about buying it this time around.

Repeat Customer (Same Enquiry): Tick this column if the customer is an old customer, and you have discussed the service before. That means, you have talked to them about the specific purchase they are considering.

New Customers (How Did They Hear About You): Fill this out if the customer is entirely new. That is, they have never been in before. Ask them how they heard about you. Don't suggest anything if they take a while to answer - wait for their response.

New Customers (Which Marketing Strategy): This applies in the case where you are testing different versions of one type of marketing strategy. For example, you may be running 3 different ads over 3 weeks. Give each one a code, and fill it in here.

Details Captured: Tick this column if you get the person's full name, address and phone number. Just say 'I'd like to put you on our mailing list, could I get your details?'

Sales Conversion (Order Taken): Tick this if an order is taken.

Sales Conversion (Order Value): Write in the value of the order.

Sales Conversion (Follow Up/Call Back): Tick this column if the customer does not make an order and is to be followed up later. Alternately, tick the column if the customer claims they will come back.

Avg $$ Sale: Divide the total takings for the day by the number of sales for the day. This will give you your average dollar sale.

Conversion Rate %: Divide the total number of customers by the number which actually made a purchase. This will give you your conversion rate.

How To Use the 'Service Daily T&M' Sheet

Ideal for all types of service businesses, especially those with a long sales process and a quoting system. Each testing and measuring sheet is for an individual member of the team. Total all sheets up at the end of the day, then do a weekly total. Add these up to form your monthly total. Once you've done this, examine the sheets to work out which strategies have been working.

Prospect Name: The name of the customer. You need to ask them for it. If you don't get a chance to get their name, simply write a basic description of them 'Male 30's' or 'Female 50's.'

Repeat Customer (New Enquiry): Tick this column if the customer is an old one, yet they have come in to discuss a new purchase. That is, one they haven't previously talked to you about. It may be a service they've bought before just as long as this is the first time you've talked to them about buying it this time around.

Repeat Customer (Same Enquiry): Tick this column if the customer is an old customer, and you have discussed the service before. That means, you've talked to them about the specific purchase they're considering.

New Customers (How Did They Hear About You): Fill this out if the customer is entirely new. That is, they have never been in before. Ask them how they heard about you. Don't suggest anything if they take a while to answer - wait for their response.

New Customers (Which Marketing Strategy): This applies in the case where you're testing different versions of one type of marketing strategy. For example, you may be running 3 different ads over 3 weeks. Give each one a code, and fill it in here.

Details Captured: Tick this column if you get the person's full name, address and phone number. Just say 'I'd like to put you on our mailing list, could I get your details?'

Sales Conversion (Quote Requested): Tick this if a quote is asked for.

Sales Conversion (Sale Made? Value?): If you make a sale, write in the value of the sale.

Sales Conversion (Follow Up/Call Back): Tick this column if the customer doesn't ask for a quote or buy and is to be followed up later. Alternately, tick the column if the customer claims they will come back.

Avg $$ Sale: Divide the total takings for the day by the number of sales for the day. This will give you your average dollar sale.

Conversion Rate %: Divide the total number of customers by the number which actually made a purchase. This will give you your conversion rate. Don't include the customers who have asked for a quote in your 'number of customers.'

How To Use the 'Busy Retail Daily T&M' Sheet

Ideal for busy retail stores and fast food outlets, especially those with low priced, high turnover items. Each testing and measuring sheet is for an individual member of the team. Total all sheets up at the end of the day, then do a weekly total. Add these up to form your monthly total. Once you've done this, examine the sheets to work out which strategies have been working.

Walk-In Tally: Simply make a mark in this column each time a customer walks in. You may want to note down their sex and a rough idea of their age. This will help you work out your target market.

Repeat Customer: Tick this column if the customer has bought from you before.

New Customers (How Did They Hear About You): Fill this out if the customer is entirely new. That is, they have never been in before. Ask them how they heard about you. Don't suggest anything if they take a while to answer - wait for their response.

New Customers (Which Marketing Strategy): This applies in the case where you are testing different versions of one type of marketing strategy. For example, you may be running 3 different ads over 3 weeks. Give each one a code, and fill it in here.

Details Captured: Tick this column if you get the person's full name, address and phone number. Just say 'I'd like to put you on our mailing list, could I get your details?'

Sales Conversion (Sale Value): Fill in the value of any sale made.

Sales Conversion (Follow Up/Call Back): Tick this column if the customer claims they will come back.

Avg $$ Sale: Divide the total takings for the day by the number of sales for the day. This will give you your average dollar sale.

Conversion Rate %: Divide the total number of customers by the number which actually made a purchase. This will give you your conversion rate.

How To Use the 'Restaurant Daily T&M' Sheet

Ideal for restaurants and other similar businesses. Each testing and measuring sheet is for an individual member of the team. Total all sheets up at the end of the day, then do a weekly total. Add these up to form your monthly total. Once you've done this, examine the sheets to work out which strategies have been working.

Prospect Name: Find out the name of the prospect and write it here.

Repeat Customer: Tick this column if the customer has bought from you before.

New Customers (How Did They Hear About You): Fill this out if the customer is entirely new. That is, they've never been in before. Ask them how they heard about you. Don't suggest anything if they take a while to answer - wait for their response.

New Customers (Which Marketing Strategy): This applies in the case where you're testing different versions of one type of marketing strategy. For example, you may be running 3 different ads over 3 weeks. Give each one a code, and fill it in here.

Details Captured: Tick this column if you get the person's full name, address and phone number. Just say 'I'd like to put you on our mailing list, could I get your details?'

Sales Conversion (Booking Taken): Tick if a booking is taken.

Sales Conversion (Sale Value): Fill in the value of any sale made.

Sales Conversion (Follow Up/Call Back): Tick this column if the customer claims they will come back.

Avg $$ Sale: Divide the total takings for the day by the number of sales for the day. This will give you your average dollar sale.

Conversion Rate %: Divide the total number of customers by the number which actually made a purchase. This will give you your conversion rate.

How To Use the 'Direct Mail Daily T&M' Sheet

Ideal for direct mail campaigns, regardless of the business. Each testing and measuring sheet is for an individual member of the team. Total all sheets up at the end of the day, then do a weekly total. Add these up to form your monthly total. Once you've done this, examine the sheets to work out which strategies have been working.

Prospect Name: Find out the name of the prospect and write it here.

Marketing Strategy/Piece/Offer: Write down the code of the direct mail piece you're sending to the person. This is very useful if you're testing numerous direct mail letters.

Phoned (Contacted): Tick this column if you actually make contact with the person when phoning.

Phone (Unavailable: Need To Phone Back): Tick this column if you're unable to get in contact with the person.

Received Letter: Tick this column if the prospect says they received the letter.

Sales Conversion (Appt/Sale Made): Tick this column if a sale is made or an appointment time is booked.

Sales Conversion (Sale Value): Fill in the value of any sale made.

Sales Conversion (Follow Up/Call Back): Tick this column if you need to follow the customer up again, or they claim they will come back.

Avg $$ Sale: Divide the total takings for the day by the number of sales for the day. This will give you your average dollar sale.

Conversion Rate %: Divide the total number of customers by the number which actually made a purchase. This will give you your conversion rate.

How To Use the 'Networking Daily T&M' Sheet

Ideal for network marketers and other similar businesses. Each testing and measuring sheet is for an individual. Total all sheets up at the end of the day, then do a weekly total. Add these up to form your monthly total. Once you've done this, examine the sheets to work out which strategies have been working.

Prospect Name: Find out the name of the prospect and write it here.

Follow Up Prospect: Tick this column if you have presented to the customer before.

New Customers (They Initiated Contact): Fill this out if the customer is entirely new. Tick it if the prospect initiated contact with you.

New Customers (You Initiated Contact): Fill this out if the customer is entirely new. Tick it if you initiated contact with the prospect.

Comments On Presentation: Write any meaningful comments on your presentation. 'Went well,' 'not interested,' 'with another company' or something else.

Sales Conversion (Follow Up/Call Back): Tick this column if you need to follow the customer up again.

Conversion Rate %: Divide the total number of customers by the number which actually made a purchase. This will give you your conversion rate.

How To Use the 'Telemarketing Daily T&M' Sheet

Ideal for all types of telemarketing based businesses. Each testing and measuring sheet is for an individual member of the team. Total all sheets up at the end of the day, then do a weekly total. Add these up to form your monthly total. Once you've done this, examine the sheets to work out which strategies have been working.

Prospect Name: The name of the customer. You should have it on your list.

New Prospect (List): Write down which list the name appears on. It may be your past customer list, a purchased list or another one entirely.

New Prospect (Offer Script): Write down which offer or script you're using. You may want to use codes to identify each one.

Follow Up Prospect: Tick this column if you have phoned the prospect before.

Sales Conversion (Sale Made): Tick this if a sale is made.

Sales Conversion (Sale Value): Write in the value of the sale.

Sales Conversion (Follow Up/Call Back): Tick this column if the customer is to be followed up later. Alternately, tick the column if the customer claims they will come back.

Ave $$ Sale: Divide the total takings for the day by the number of sales for the day. This will give you your average dollar sale.

Conversion Rate %: Divide the total number of customers by the number which actually made a purchase. This will give you your conversion rate.

How To Use the 'Professional Daily T&M' Sheet

Ideal for all types of professional businesses (doctors, attorneys, accountants, etc). Each testing and measuring sheet is for an individual member of the team. Total all sheets up at the end of the day, then do a weekly total. Add these up to form your monthly total. Once you've done this, examine the sheets to work out which strategies have been working.

Prospect Name: The name of the customer. You need to ask them for it. If you don't get a chance to get their name, simply write a basic description of them 'Male 30's' or 'Female 50's.'

Repeat Customer (New Enquiry): Tick this column if the customer is an old one, yet they have come in to discuss a new service. That is, one they haven't previously talked to you about. It may be a service they've bought before - just as long as this is the first time you've talked to them about buying it this time around.

Repeat Customer (Same Enquiry): Tick this column if the customer is an old customer and you've discussed the service before. That means you've talked to them about the specific service they're considering.

New Customers (How Did They Hear About You): Fill this out if the customer is entirely new. That is, they have never been in before. Ask them how they heard about you. Don't suggest anything if they take a while to answer - wait for their response.

New Customers (Which Marketing Strategy): This applies in the case where you're testing different versions of one type of marketing strategy. For example, you may be running 3 different ads over 3 weeks. Give each one a code, and fill it in here.

Sales Conversion (Appt Made): Tick here if an appointment is made.

Sales Conversion (Appt $$ Value): The value of the appointment or the sale.

Sales Conversion (Details Captured): Tick this column if you get the full details of the customer.

Sales Conversion (Booked Again): Tick this column if the customer books their next appointment now.

Sales Conversion (Follow Up/Call Back): Tick this column if the customer is to be followed up later. Alternately, tick the column if the customer claims they will come back.

Avg $$ Sale: Divide the total takings for the day by the number of sales for the day. This will give you your average dollar sale.

Conversion Rate %: Divide the total number of customers by the number which actually made a purchase. This will give you your conversion rate.

How To Use the 'Party Plan Daily T&M' Sheet

Ideal for businesses that sell products via party plan and other similar businesses. Each testing and measuring sheet is for an individual member of the team. Total all sheets up at the end of the day, then do a weekly total. Add these up to form your monthly total. Once you've done this, examine the sheets to work out which strategies have been working.

Attendees Name: Find out the name of the prospect and write it here.

New Attendee (How Did They Hear About You): Fill this out if the customer is entirely new. That is, they've never been to one of your presentations before. Ask them how they heard about you. Don't suggest anything if they take a while to answer - wait for their response.

New Attendee (Marketing Strategy): This applies in the case where you're testing different versions of one type of marketing strategy. For example, you may be running 3 different ads over 3 weeks. Give each one a code, and fill it in here.

Repeat Attendee: Tick this column if the customer has bought from you before.

Sales Conversion (Sale Made): Tick if a sale is made.

Sales Conversion (Sale $$ Value): Fill in the value of any sale made.

Sales Conversion (Follow Up/Invite Again): Tick this column if the person is to be invited to another party or followed up.

Avg $$ Sale: Divide the total takings for the day by the number of sales for the day. This will give you your average dollar sale.

Conversion Rate %: Divide the total number of customers by the number which actually made a purchase. This will give you your conversion rate.