“Small businesses today are very conscientious about spending, but advertising is an important operating investment because businesses always need reliable ways to attract new customers and increase sales,” said Neg Norton, president of the Yellow Pages Association (YPA). “The most important thing small businesses can do is have the proper resources in place to handle all the inquiries generated from their advertising programs.”

Indeed, both print and Internet Yellow Pages are a valuable source for generating sales leads from new customers. According to the 2008 Yellow Pages Usage Study conducted by Knowledge Networks/Statistical Research, Inc. (KN/SRI), among those consumers making a purchase after referencing the print Yellow Pages, 39% were new customers to the business they chose. Internet Yellow Pages usage shows that 51% of purchasers were new customers to the business.

The YPA offers small businesses the following tips for making the most of new business leads:

1.  Answer the Phone & Return Messages Promptly

As many small businesses are understaffed, it is important to dedicate someone who is qualified to respond to phone calls and voice messages as these inquiries are coming from customers who are ready to buy. This is especially important for service businesses, as the majority of these potential customers make a phone inquiry. Examples of headings for which consumers are more likely to make a phone call include: Contractors, Movers, Financial Services, Karate & Martial Arts Instruction, Dancing Instruction, Home Health Services, and Kennels.

2.  Check Email Frequently

As more and more consumers use the Internet to search for businesses, it is essential that your ads contain your email address. Again, customers who take the time to contact you are ready to buy. Some headings that are more likely to generate online inquiries include: Banquet Facilities, Limousine Service, Photographers-Portrait, Employment Agencies, Health & Fitness Club/Gym, Burglar Alarm Systems and Travel Agencies.

3.  Track Leads

Make sure every customer is asked about where they found your business so you can better track lead generation and measure the

performance of your advertising programs. Most Yellow Pages publishers offer metered ad programs that allow advertisers to insert a unique telephone number in their ad, so they can quantify the number of leads the ad is generating. While almost 9 out of 10 Yellow Pages users intend to make a purchase, certain headings have an increased tie from inquiry to sale, for example Mattresses, Bowling, Photo Finishing-Retail, Spas & Hot Tubs, Bridal Shops, Florists, among others.