Messages on hold aren’t rocket science. We’ve all heard them. Unfortunately, we’ve all heard too many of the generic and customized messages that are on so many phones…and that disappoint the business, and annoy the caller. Custom Messages on hold can be different. They’re written about your business and for your caller.
Custom Messages on hold guide: 6 steps to success
Here is a quick guide that can lead you to success in just 6 simple steps. They’re not secret, but its easier to ignore them.
1. What’s your goal? What are you trying to accomplish by using messages on hold? Is it just to sound more professional?
- Do you currently have “nothing” on hold, and you want to replace the “blank void” with anything better?
- Or replace your music on hold with something more useful? Music on hold is nice: your callers know that they haven’t been disconnected. But no one calls you to listen to music: they call for information and for help. The sooner you can give it to them, the more satisfied your customers will be.
- Tired of messages on hold that don’t accomplish anything? Generic or customized messages sound like a great deal. But sometimes a low price gets you low value. Maybe its time for more productive and more profitable custom messages on hold.
Let your goals are your guide. If you’re interested in a new marketing tool, take the next step
2.If you want a marketing tool, there are lots of questions to ask to make them successful. A little extra work “up front” will make the job easier and more successful later. Ask questions like
- What does your business do? How do you help your customers?
- Who are your customers? Why do they usually call you?
- Are most of your callers repeat customers, or new prospects?
- When do they call you? At specific times of the day, month, or year?
- Why are they calling you? When they need answers? Or to order? Or tech support?
- What do your customers need? Are they businesses or consumers? What are they doing that they need your help with?
- What are your most popular products or services? Why do customers need them?
- Do you have new or lesser known products? Would you like customers to know more about them?
- Who is your most profitable customer? What products or services are most profitable? What are your least profitable products or services?
- Will your next sale come from an existing customer, or someone you haven’t met yet?
- What’s new or different at your business? How does that benefit your customer?
- Who is your competition? How do you compete with them? What advantages do you offer your customer
3. Take all those answers, and develop a strategy. Strategy doesn’t have to be complicated, just a quick idea of how you’d like to get “from here to there.”
- It can be as simple as “most of our callers are long term customers who use the A, B, and C widgets. The new X widget will solve more of their problems, and can be used in new ways, and it’s highly profitable. We’ve got to introduce the benefits to get customers interested”
- Come up with all the key ideas that you’d like your customers to know about
4. Write a script.
- In “The seven habits of highly effective people” my favorite habit is “Start with the end in mind”. When writing your script, start with the customer, his needs, and your goals in mind
- Attention spans are short: so give your callers short messages.
- Short messages give you an opportunity to have each message focus on a specific benefit
- How many messages? One answer to this depends on “how long is your average hold time or ‘queue’ time”?
- How many messages? That really depends on how many different ideas you want to convey to your caller. When writing a script don’t focus on “word count.” Focus on your goals. Include all the information your caller needs. Cut out the “fluff.” You shouldn’t have to limit the number of words you use because of the price you’re being charged.
- After you’ve written the script, put it down. Review it the next day. See if it still makes sense, and if it’s accomplishing your goals.
- Try reading it out loud. You pick up more problems this way.
- Circulate it to others in your company who deal with customers for their feedback
- Keep revising your script until its perfect.
5. Record your script using a professional voice talent in a professional studio. Use licensed music in the background. That’s the kind of recording that will make you sound professional.
6. How will you play your messages? Do you have a PBX phone system? If so, you’ll probably need a “digital playback system” to make sure they’re always playing and the quality is high. If you have a VoIP or Hosted phone system, you’ll want the messages recorded and stored in the correct digital format. Every VoIP phone system seems to have a different file format they use.
That’s it. But remember that skipping steps can be short sighted.
Custom Messages on hold can be updated
Things change. Your business changes. And most importantly your customers’ needs change. So your Custom Messages on hold can be updated with new information whenever the time is right. Start back on Step 1 every time you update your recording and you’ll keep it most effective.
Want to talk about custom messages on hold?
We know about all the steps for successful custom messages on hold. That’s why we don’t skip any steps. If you have questions about the list, or the questions, or how to take the next step, click here, or call for a free 15-minute “Steps To Success” strategy session today. Call 800-862-8896.