Messages on hold are helping other businesses…like your competition…promote their products and services to customers who could be buying from you. They’re using the hold messages to help customers take “the third step” in the “buyer’s journey.” That’s important: it’s the step that you may be overlooking and why your sales are disappointing. So let’s find out What are Messages on hold.
What are Messages on hold?
A hold message is a marketing tool that delivers the right message to the right people at the right time. Their job is to deliver specific information that helps consumers in New York make the right choice: buying from you. Telephone callers hear your ads on hold every time that they’re asked to “please hold.” That happens more often that you might think: according to AT&T research, 69% of business telephone calls are placed on hold, most for at least 45 seconds.
What would you like your callers to know about?
Your most important callers fall into two categories: “prospects” and “existing customers.” These groups will respond to different types of messages. So an important step in planning your on hold script is to consider who most of your callers are: are they mainly first time callers? Or are most of your callers already customers?
How to get new clients?
If most of the telephone calls that your business receives are from potential customers, a “Capture” strategy is best for you. This might be used for businesses such as
- Real Estate Agency
- Mortgage Broker
- Moving Company
- Personal Injury Attorney
- Home Care or Long Term Care Facility
For companies like these, we focus on your callers’ reasons for calling you: they’re “aware” of a specific need or desire, and we develop messages that tell these callers about your company, your reputation and the things that make you unique. That’s the “consideration” phase of the journey. We educate them about what they need to know to make the right decision, and how you’re their best choice.
The goal: to get new customers.
Add On sales to existing customers
Most businesses have opportunities to help their customers again and again. Their best profit opportunities aren’t from finding new customers, they’re from nurturing existing customers, and helping them with additional products or in different ways at different times. Is your business like one of these?
- Pizzeria
- Food Store
- Medical Office
- Hospital
- Dentist
- Food Wholesaler
- Bank
- Investment Advisor
- Insurance Agency
Think about your own experiences: when you order pizza for the family on Friday night, wouldn’t you be temped to add garlic knots or a Caesar Salad? Or a bottle of wine? And when you talk with your insurance agent, isn’t there some additional protection that you might need, like for your Jet Ski or summer house? If your business has these opportunities, you might choose the “Add on Sale” strategy. Add on sales are the easiest sales you can make, and messages on hold are the easiest way to start profitable conversations. The goal: Maximize the Lifetime Value of every customer.
Existing customers need different information. Satisfied customers don’t need to be sold on your business…they already know and like you. How do you increase sales to existing customers? Click here for more information.
Which kind of business are you?
Not sure which approach is best for you? You can find out in a free 15-minute “Discovery Session” where you’ll probably learn things about your business and your customers that you’ve never realized. Call us today to set up yours: In New York City (Manhattan, Queens, Brooklyn, The Bronx and Staten Island) call us at (212) 355-6980. In Westchester, Long Island, Rockland and throughout New York State call us toll free at (800) 862-8896. Or click here to email us to schedule a strategy session.
