IDEA: Ask new customers who call in how they heard about /learned of your company. What advertising is working and which is NOT?

A simple but important thing to teach your receptionist and inside sales personnel is to always ask new customers who call in for quotes where, how and when they initially heard of your firm and what provoked them to call.  Was it a conversation they had with someone? Was it  a referral from a satisfied customer? Was it from the radio, telelvision or an internet ad?  Was it that they read the sign in the front of the building which described what you do? Find out what provoked a customer to call you when they are new so you can capitalize on the strategy in the future.