The Benefits Of Message On-Hold
Joe DiGiorgio, President
In today’s economy, it’s important to take advantage of every opportunity to market your company. As a business professional, you’ve undoubtedly explored numerous advertising initiatives aimed at increasing your bottom line and helping you stand out from the competition. However, with tight marketing budgets and limited resources, the task of effectively promoting your products and services has become increasingly challenging.
To make the most of your efforts, you must find an advertising medium that can consistently increase sales while utilizing your existing systems. You also need to know who is your targeted, qualified and captive audience. The solution lies in your company’s phone lines.
One of the most straightforward, cost-efficient forms of advertising is message on hold; professionally produced commercials that play over your telephone system when customers are put on hold.
Last year, over 41% of consumers initiated a purchase over the phone. With “on hold” messages, you’re giving callers the information they need to do business with you: details about the products and services you offer, hours of operation and current promotions.
You’re also building a higher level of customer service and reducing caller hang-ups. Studies have shown that “hold” time can seem longer when a caller hears nothing but silence or“beeps” and that the average caller will hang up after 30 seconds if there is nothing playing on hold.
“On hold” messages also allow you to control what your callers hear while they wait. If you simply have a local radio station playing in the background, you could run the risk of your customers hearing competitors’ radio commercials.
The key to a profitable, effective “on hold” advertising program is timeliness. By changing your messages monthly, seasonally or to coincide with specific promotional periods, you’re guaranteeing the maximum return for your investment. When you ensure that the most up-to-date information about your company is playing “on hold”, listeners are more likely to tune in, thus creating more sales opportunities.
For example, a customer calls your business looking to place an order for some items to complete their upcoming renovations. It’s a busy day, so the sales associate must put the call on hold. As the caller is waiting, a professionally recorded message is informing them of your latest promotions, including a special on cutting tools. When the call is answered, the customer orders what they originally intended to and also inquires about your cutting tool sale, an offer they heard about while waiting.
In this example, the “on hold” message not only added on to the original order, it also made the customer’s wait time seem shorter and left them wanting to stop in to learn more about what you have to offer.
When considering an “on hold” message provider, it’s important to choose a reliable company that offers flexibility and service in a timely manner. Do your research. A few good indications that an “on hold” advertising company is reputable are:
-Accreditation by the Better Business Bureau
-Membership in the OHMA (On Hold Messaging Association)
-Meets the standards of a “full service” agency script writing, production and technical support
Forming a partnership with an “on hold” message company that provides prompt responses to your requests and fast turnaround times is imperative. This will allow you to deliver important information to your customers sooner and help you get the most out of your investment.
With a professionally produced, up-to-date “on hold” message program, you can create sales opportunities with a healthy return on investment…all with just the push of a (hold) button.
