May, 17 2010
There have been numerous studies conducted over the years, and a vast amount of data to support the many benefits of using music on hold & messages on your business phone system. And by now, just about everyone knows what an on hold message is, an interlude of music interspersed with messages about a company. But on hold messages go beyond just having something pleasant for your callers to listen to, as opposed to being subjected to dead air while waiting in on hold eternity.
Let’s take a look at what truly makes the difference from just an average on hold message and on hold message programming designed to get results.
Most customers basically know what you offer - that's why they're calling. People know that an Auto Repair shop fixes cars, and that a hotel offers rooms. Here's what they don't know: what makes you different and better than your competition? Why should they bring their car to you and not your competitor? What makes your hotel a better choice? Does your on hold message help them know why they should choose you instead of your competition?
Forget filling on hold time with messages like "Your call is very important to us" or other cliché statements that don't make an impact. Now we’re certainly not saying that you shouldn’t reinforce to the caller that they are important, you recognize their time is valuable and that you greatly appreciate their patronage. What we’re saying is “Why not define your unique message for your customers - and say something that educates and informs them, instead of boring them with the same meaningless statements your competitors use?” In other words, your on hold messages should have a purpose.
Here are 10 helpful hints that can be the difference between a results oriented on hold message script or the same one as everyone else:
1.Provide news about industry or technology advancements.
2. Tell callers about your businesses' conservation efforts and to promote green causes.
3. Mention current promotions, price offerings, seasonal specials and any available discounts.
4. Ask for referrals by promoting any referral rewards or referral incentive programs.
5. Tell your callers about your hours and locations.
6. Answer any frequently asked questions as well as share expert tips and advice.
7. Promote trade shows, upcoming events and community involvement.
8. Tell them about your website address or encourage them to sign up for newsletters and special offers (capturing your customers or prospects data is important for continued marketing efforts.)
9. Include company achievements such as awards or features in publications.
10. Inform callers of any available programs in which they can take advantage of Federal tax credits or rebates (just think what this did for the auto industry with cash for clunkers, the HVAC industry where homeowners are rewarded for making energy efficiency improvements, and even more recently the sluggish housing market where mortgage companies and realtors could promote first time home buyer tax credits).
Your on hold messages can serve numerous purposes for your business, but the difference between a good on hold message, and a great on hold message is it should prompt your callers to action, "what you want your caller to do."