You’ve probably called a business only to be put on hold, where you heard no music or engaging message, but dead air. It’s unnerving! You might wonder if you’ve been disconnected, or if you’ve even entered in the correct number. But, did you know that 60% of callers who are put on hold with no messaging or music will hang up, and 16% of callers have made a purchase based on an on-hold marketing message.
All businesses have to place callers on hold from time to time, whether that is simply transferring a call to another member of staff, resolving a query or perhaps all the lines are busy. Many businesses still operate with very dated on-hold music or some with no on-hold messaging at all. This leads to customers becoming fed up and often hanging up on the call, resulting in a possible loss of business.
In this article, we will explore how a professionally recorded, on-hold service can not only improve your call handling experience for your customers but it can also become a fantastic marketing tool: it’s a great way of keeping your customers informed (about things such as opening times or amendments, to products or services), and can also provide an upselling opportunity. For example, a customer may not realise that your business offers several other services that may benefit them and whilst you have them on hold you have their undivided attention.
On hold marketing, is an effective advertising method that will complement other advertising methods such as branding. Advertising on hold is advantageous in that you do not need to pay a salesperson to do your promotions, meaning you get to save money; you do not need to train anyone, pay for holiday time or any other perks an employee may have. All that you need for on-hold marketing is a recorded message. In the message, you will be able to enhance the image of your business, and the brands you are offering, promote the company website and its special features, motivate your customers so that they can act, promote a new product, and talk about your strengths and specialities.
However, on-hold marketing isn’t as simple as just flicking a switch. We’ve put together 5 rules for creating the most effective on-hold messaging:
Speak directly with your audience –
When you write an on-hold message, you’re speaking with just one person – the customer you have on hold. Address them directly, phrases like “you already know”, “your needs”, all make sure the caller feels (even subconsciously) like the message was written for them. Focus on how you can help your caller rather than talking about the business, ensuring a positive experience for them every time.
Be who you are to your customers – Yourself! –
No, I don’t mean try to voice your own on-hold advertising… remember the last time you heard a car commercial by the guy who works at the lot? No, always and I mean always go to a professional, but use one who speaks from your perspective, and to your target demographic. Heres a quick rule of thumb when it comes to any kind of advertising; if you’re selling fittings and valves, or medical services, but your messaging would work just as well selling doorknobs or cheeseburgers, stop!
Stick to one subject at a time –
Whatever it is your selling, stick to that one thing. If you have multiple products or services to sell, find out what binds them together and sell that. People on hold are not giving you their full attention – walk them down too many paths and they’ll get confused and miss your sales message.
Get to the point – You have to say what you need to say quickly, succinctly and repeatedly. Of course, how often, how succinctly and how quickly all depends on the particulars of your business and its callers. How long are people on hold? Where are they calling from? Who is calling?
These are hard questions to answer… and even when you do know the answers, how should you create your scripts? How much music should you put between them, if any? What genre will work best for your callers? Well, that’s why we have rule 5.
Hire the professionals –
Doing your on-hold messaging is not a DIY project. There’s a lot to consider far beyond the basics of what genre music should play or how many messages. How long should each message be? How should I EQ the music to sound good on a phone line? Like representing yourself in court, doing your own on-hold messaging is always a bad idea. Hire the pros, you’ll save time and will probably be surprised by how affordable it is.
In summary, the most effective on-hold messaging speaks directly with your audience, in a professional voice, they will relate to while getting to the point one subject at a time.
BDM Voice is the trusted voice in telecommunications. We regularly monitor and evaluate all forms of new customer contact technologies and practice. Ensuring we provide the best service for all of our clients, enabling your business to stay ahead of the competition.
To find out more about BDM Voices on-hold marketing offers, get in touch with one of our friendly experts today on 0330 159 4000, or by filling out our contact form below.