I had a conversation with a telephone caller who contacted me about using Informer Messages on hold. Since the success of your on hold messages depends on marketing strategy, I like to ask questions about how businesses plan their marketing. He owns a ski shop in New York. We talked for a few minutes so that I could get to know more about him, his business, and his customers, all with the idea of learning about his best opportunities. The more I could learn about his marketing strategy, the better I’d be able to help him achieve it.
He had no marketing strategy.
At out point our conversation about his marketing strategy went like this:
“Tell me about why you decided to call me today”
“You were recommended by a friend who had used you”
“What can I help you accomplish?”
“I want to sell more”
“Great. What would you like to sell more of?”
“Everything” (he had quite a few products)
“Can you be a little more specific?”
“I want to sell more of everything”
“Ok…tell me…do you sell a lot of different products?”
“Are some of them more profitable than others?”
“Do any of the products go together like ‘bread an butter,’ so that when you buy one, you usually need the other?
“Do your customers call to buy some products, so that you don’t have to ‘sell’ them?”
“Yes, there are a few that everyone calls about”
“Are there some that lead to customers who keep coming back?”
“Ok, now we have something to talk about.”
It’s called a marketing strategy. It’s important to identify your goals, and develop a marketing strategy that will help you achieve them. That’s how we start talking with everyone who calls us, and every time we update the script for our clients’ messages on hold. That’s why there’s so much difference between messages on hold based on your marketing strategy and “generic” hold messages that make you sound just like everyone else. What are your goals? Can we help you identify them? Call today for a Free 15-minute marketing strategy session. In New York, call 212-355-6980, or call 800-862-8896 nationwide.