We’re now officially knee deep in summer. That means along with the BBQs and sunburns, you’re probably also facing sluggish sales and a loss of in store face time with customers. As happens every year, warmer weather means people are spending more time at the beach and less time making heavy buying decisions. It’s the summer lull and there’s nothing you can do to combat it.
Or is there?...
How can you get your customers' attention when they, too, are preoccupied with their own seasonal activities? Consider these tips for your on hold messages to avoid the summer sales lull:
1."Summer Special" Promotion. Let’s face it with less and less contact with customers and prospects during the summer months, many businesses will try to lure in folks with summer sale promotions. If you’re having a Summer Sale Promotion, then you should advertise that to your callers with your on hold messages. For example maybe you’re having a Father’s day special, 4th Of July Special, Labor Day or End of Summer special…Plan simultaneous promotions of seasonal items that go together, such as barbecue grills and propane tanks, or summer hats and shorts by offering discounts if customers buy these products together. Studies prove that when shoppers are offered deals that have an expiration date they are more apt to make their purchasing decision.
2. Promote Summer Products/Services.
Not many people are going to be buying school supplies in the summer. Focus your on hold message script on summer products/services that cater to a customer’s seasonal needs. An example, if you’re an automotive repair shop then you should promote air conditioning repair services, and because more people are traveling by car during the summer, they should also stop in for maintenance before any long trips…. If you’re a pest control company, different seasons bring different types of pests, so you need to inform callers about services they need in the summer versus other times of the year…. If you’re a HVAC contractor then why not encourage callers to prepare for the summer heat with a seasonal tune-up of their HVAC system, so that they don’t have a hot weather emergency…. Maybe you’re an appliance retailer that also sells outdoor grills? This is the time to promote them, because advertising outdoor grills in the fall or winter won’t help you sell more grills.
3.Introduce a new products and events. Believe it or not, summertime is also a good time for planning your marketing for the upcoming busier fall season (as they always say, boy the summer flew by). If you have new product or service offerings, kick them off during the summer, with your on hold messaging. This way your callers will informed of these new offerings (for the busier fall season).
4.Promote Community/Charity Events. With the warmer weather there are more community/charitable events taking place than at any other time during the year. If your business is involved in or exhibits at such events, then inform your callers on hold of such happenings. Your on hold message can let callers know when and where these events take place. This a great way to meet with your current or prospective customers and also allow them to see any product or service offerings you have.
5. “Buy this, get that” Summer-related Promotions
A lot of businesses get create and offer promotions that are fun and innovative. For example, when anyone buys a book title that relates to summer or the beach they get a sample of free sunscreen, or, if your customers spend a certain amount they get complementary tickets to a summer-friendly place like the zoo, water park or baseball game. Using your music on hold system is a great way to communicate these types of “summer-related” promotions.
The best way to avoid a summer lull is to focus your music on hold marketing efforts around the summer season, and you can build your business and increase your potential success.