On Hold script writing is pretty easy, right? You figure out what you want to sell, copy the same description you use on your catalog or website, and paste it into a script. Simple.
So why doesn’t the average on hold script work very well? Why don’t you listen to most messages on hold?
On Hold Script needs more help
For an on hold script to accomplish anything, you’ve got to make it interesting. Why are your telephone callers call you? Why today? What happened to get them interested enough to pick up the phone to contact you? Focus on the things your customers need today…their “hot buttons,” and you’ll get off to a great start. It’s also a good way to start the conversations you want to have.
On Hold script messages should be easy to listen to
Don’t try impress your callers with your on hold messages. Don’t use fancy language that your callers don’t use or understand. Talk like they do. Use the terms they do. If there’s industry jargon they use all the time, use it in your messages on hold, too. Make sure that the voice talent recording your messages pronounces it correctly, and sounds like they are part of the industry, or you don’t sound professional.
Short Messages sell better than long ones
Attention spans are short, so there’s nothing you can do to get your caller to listen to a three minute long message. Try a series of shorter messages, 20-45 seconds each.
Looooong messages are tempting. They’re also easier to write. (That’s why they’re in so many on hold scripts!) But think back…back to High School for example. Think about that History teacher who droned on and on…you tuned out after just a few minutes. It ended up sounding like one of Charlie Brown’s teachers: wu-wu, wu-wu, wu-waaaaah. They say “brevity is the soul of wit. There’s a reason. The right answer is: GTO: get their attention, Tell them how you can help, and Offer to help them. Then quit while you’re ahead. If you can’s write your idea on the back of a business card, you don’t have a clear idea. (David Belasco)
Problems are the key to and effective On Hold script
Callers want to hear that you have the answers to their problems, and on hold scripts are perfect ways to give them an idea of how you can help them. To capture your caller’s attention, don’t start each message with either
- Your company name
- An apology for making them wait
- “Thank you for calling”
Each message in most on hold scripts are just 20-45 seconds, so don’t waste your opportunity or their time. Start off each message with information that will get them to want more…the first few words should be about one of their hot button issues. The next few words can go into further detail. Then give the caller an idea of how you can help, and be specific enough that they want to ask you for more information.
We were working with an insurance brokerage in Midtown Manhattan, NY, on these ideas. When they contacted us they told me that they had old on hold scripts that they had been sold by their telephone installer, who used to be located in New York, but had gone out of business. They wanted it updated to include new products. Their on hold scripts made every mistake possible. So of course no one had ever asked about the messages on hold. In a Free 15-minute strategy session, we pointed out ways to improve every message.
On Hold script failure comes when callers aren’t interested. You know that from your own experience. The most effective on hold scripts make the most of The Art of the Short Message. Why not call for a Free 15-minute analysis of your current on hold scripts, and we’ll give you specific ways to improve it? Call us at 212-355-6980 today.