Marketing Messages on hold can help your business, just like they’ve helped companies that range from Amazon and American Airlines to your local Pizzeria. And your closest competitor. That’s because all of these companies face a common challenge: Statistics show that just about every business puts callers on “hold.” Maybe yours is the exception and you never do…but the odds say it happens. So why not prepare for it, and have a plan for success when it does?
Waiting on hold isn’t fun: it’s frustrating, and can be annoying. On-hold marketing messages give you a powerful way to put that time to use, to educate and inform your customers, and educate your prospects. You can promote your products and services, introduce new ways you help your clients, or reinforce the value of everything you offer. Providing helpful information will improve your overall customer experience, and your telephone callers will appreciate it.
Marketing Messages on hold can help you and your caller
#holdhappens. And it seems to happen more every day. There are two main ways it occurs:
- The “typical” way is when you ask your caller to “please hold” and press that little “red button” on your phone. We do it when
– we need to look for information
– your caller asks to speak with someone specific, like their “rep”
– you need to check on details that will take you away from your phone
Just about everyone has asked a caller to “please hold” and usually listen to music. - The second way happens “automatically.” Most PBX Phone Systems, and all VoIP Phones offer an “Automated Attendant” feature. A recorded greeting answers your calls. Callers usually choose from several options to route their call, but then frequently are asked to “hold for the next available representative.” This isn’t limited to large call centers…it happens every day in small businesses. Callers waiting to be helped also hear music on hold.
Any business can offer helpful information to callers waiting on hold.
Make that time more interesting
- You can “entertain” your callers by making them listen to music, or you can start to give them something you know that they want: information
- Educate them about your products and services, and about innovative ways to use them. Weber Grills and Nespresso Coffee machines employ this strategy
- Tell callers about new product launches like Home Depot does
- Promote Sales and Seasonal Specials like Ace Hardware does
- Improve your CX (Customer Experience) by giving callers helpful information, answers to FAQ, solutions to the most typical product problems or info on where they can find specific answers on your website.
The best messages on hold
The best messages on hold are completely “customer focused.” Start with information about your typical caller: who they are, what they do, and what they call about. Then, offer them concise ideas that will provide value. Avoid using jargon or technical language, and focus on the key benefits you offer.
And don’t forget
Don’t forget to include a “call to action.” Tell customers what to look for, or what action to take, to get what they want most.
Want to hear what your company can sound like? Click here to hear samples of custom written marketing messages, recorded with a professional voice and mixed with licensed background music.
To make the most effective, keep them updated, especially if your clients call you regularly, so they don’t hear the same messages again and again. And “test” your messages: try different approaches and different offers to see which work best.
