LEN RASHKIN is a pioneer in office coffee service. He founded Coffee Sip in 1968 (and later merged it with Dell Coffee), and he also founded the Eastern Coffee Service Association and National Beverage & Products Association. He has almost 50 years of veteran experience in the Vending & Office Coffee and Refreshment Industry.
In a recent article in Vending Times, Rashkin says: “OCS operators need to utilize effective tools for advertising and promoting their products at a low cost. Something I’ve been preaching for almost 5 decades to audiences at convention seminars, company training sessions and columns in trade magazines. One area that has proven to be extremely effective is advertising on your telephone, using on-hold messaging and music. It’s one of the best solutions to help you keep your company name in front of your customers, and give you a leg up on the competition.”
Recently, I needed to call a few OCS firms. When I was put on hold, waiting for the owners to take my call, only 50% of companies had a “message on hold” feature incorporated into their phone systems says Rashkin. Perception is very important, so let your customers and prospective clients know that you are a sizable company with the resources to provide them with a wide selection of products and services. If you don’t, you’re vulnerable to a competitor who tells your customers what it provides — usually items that they did not know your company can supply.
As a business owner, it’s important to understand and appreciate THE POWER OF SUGGESTION. Below are just a few examples of how you can leverage the power of suggestion with professional on hold marketing messages.
“Cooler weather is upon us, and we are pleased to offer you a wide assortment of your favorite hot beverages. Try our delicious line of hot chocolate drinks, including Swiss Miss or Carnation cocoa. We offer regular, diet and fat-free to satisfy all your employees. Our full line of branded teas includes Lipton, Tetley, Bigelow and Celestial Seasonings; and for a change of pace, try our Lipton Cup O’ Soups. Be sure to order our extended-life portion-controlled creamers and milk from Land O ‘Lakes, as well as extended shelf-life Parmalat selections that include regular, 2% and low fat milks. A representative will be with you shortly.
“In addition to your favorite snacks and beverages, did you know that we’re also your one source for all your paper, plastic and janitorial needs. That’s right, we provide a full line of paper hot and cold cups, as well as plates, napkins, utensils, towels, toilet tissue, Kleenex, plastic garbage bags and a whole lot more. Ask us about our cleaning supplies, including Fantastik, Clean-That-Pot, Windex, Soft Scrub, sponges and many other maintenance supplies. Thanks for holding; a representative will be right with you.”
It’s a well proven fact that with Message on hold, callers will remain on hold longer than any other on hold alternative (ie silence, radio, generic music). The bottom line is, if your caller hangs up before you get the chance to serve them – you’re wasting valuable advertising dollars, losing potential revenues, and worse potentially lose a present client or a potential new one. With that in mind, don’t wait any longer, get going with implementing a music on hold and message system at your business, and you will see your sales grow.