Thinking about using messages on hold on to help you sound more professional and sell
more? Or has your old on hold message been playing for a long time, and it’s time to
figure out if its working, and update the recording? Your Message on hold script is the
most important part of your recordings, and the reason that they work…or don’t.
Message on hold script mistakes
How did you come up with your on hold script in the first place? Did you plan it yourself? Did you work with an advertising or marketing consultant? Or did you hire an “on hold” message service? The success of your on hold advertising depends on the thought you put into your script.
Often referred to as “On hold advertising,” many businesses focus on the basics. They’ve become so common that we’ve come up with a name for this approach: “The Fantastic Four.” They seem to only include four simple messages:
– Your company name and your slogan
– Your location…because you now that your customers are so eager to visit your
business
– A “laundry list” of your products and services
– And clichés like “Family owned and operated,” “serving the community since 1492,”
“the industry leader,” “the number one dealer in the state,” “your success is our success,” “thinking outsude the box,” and “Our prices are insane!”
The most common Message on hold script problem
Thee most common message on hold script mistake is assuming that you can get your customer to act, just because you tell them to. No one likes to be “sold” to, but people love to buy. So don’t waste your time trying to make your customer buy. Messages that just try to sell don’t work.
What works in a message on hold script?
Hold time is usually wasted, but its a great opportunity to communicate with your customers. Why not use it to tell customers about how you can solve their problems, or help them achieve their goals, or get where they want to go? Why not use your knowledge of your customers’ needs and desires to talk about the ideas that are most important to them (their hot button issues)? Why not give them examples of how you can make a difference in their lives instead of trying to sell them more widgets, or your newest service?
We’ve all been stuck on “hold” listening to hold advertising that was created to sell you more “stuff.” Your customers will react to this kind of advertising in the same way that you did: they’ll ignore it. So why not take a different approach? Ask yourself these questions:
- Why did my customer call me today?
- What motivated them to call today, and not yesterday or tomorrow?
- What’s happening in my customer’s life?
- What’s my customer’s problem, need, desire, or goal?
- What does my customer need to know to feel like he/she can make an informed decision?
- What do you, as the expert, know to be the most important facts to help your
customer make the right decision - What’s most important to them, and not to you?
Your messages on hold can do more than fill wasted time, and can be more effective than if they don’t just try to “sell ice to Eskimos.” They can educate your prospect about the most important information that they need to make the right decision.
Message on hold script strategy
Before you start thinking about what you want to try to sell to your customer, make a list of your answers to the seven questions. Many people find it easier to simply talk about these ideas, and take notes on your answers. Still need more help? Why not call me for a free 15-minute Strategy Session, and we’ll send you a summary of the best ideas to include in your message on hold script. Invest 15-minutes now, by calling The Informer at at 800-862-8896.