From Start Up Journal
While leafing through the Yellow Pages last fall, entrepreneur Mark Bright saw an ad for a recently dissolved competitor listing an out-of-service phone number. On a hunch that readers would continue dialing the number for some time, he arranged for the line’s outstanding calls to be rerouted to his company. Since then, he says, he’s turned many unsuspecting callers into customers, thereby boosting sales.
When a business folds, bargain hunters often pick up whatever’s leftover — inventory, furniture, equipment. But as Mr. Bright discovered, entrepreneurs may be able to scoop up more than just tangibles.
Mr. Bright adopted his former competitor’s digits in October, and says his company, Northwest Auto Services in Tacoma, Wash., now receives about 40 calls a day, double the number of calls from before he added the number. As a result, monthly sales for the auto- and small-engine repair shop have increased by an average of $1,400, he says. The largest growth occurred in March 2006, when sales were $3,700 higher than in March 2005, he notes, adding that his initial data show even stronger revenue gains in April.
Mr. Bright says his former rival gave him the line for free, despite his offer to pay for the transfer. The local phone company agreed to reroute the calls to Mr. Bright’s shop after they confirmed he had secured permission. The changeover took effect five days later and Mr. Bright began paying the line’s $14 monthly fee.
Next, Mr. Bright coached his four employees on how to greet confused callers who reach his shop. The employees explain to callers that the company they had tried to reach is out of business. They refer callers seeking engine parts to a nearby retailer, but also explain the services available at Northwest Auto. Mr. Bright says callers are also asked to provide a name and address so he can send them promotions. Callers looking for engine-repair work are encouraged to schedule an appointment with his shop.
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