subject: Tips For Creating The Perfect Custom On Hold Message [print this page] Many companies have on hold messages on their phones. Some of them educate, others entertain while a few use humor to try and connect with callers. The problem is that many companies are using these important on hold messages in the wrong way.
They are missing out on business or making customers upset rather than generating interest. The reason for this is that they have never been trained on how to do it right. They may have put together their own on hold message and didn't really know what they were doing. Or, they may have used another service that gave them a less than desirable product.
Your on-hold message not only provides an excellent opportunity for you to market to your customers, but it is a great way to represent your business and all of the details that make it one-of-a-kind. It's important to do it right.
Look, your customer is eagerly awaiting for you to return to their call. Now that you have their undivided attention what messages do you want to get across to them? Perhaps you have new products or services they should know about or a dynamic company history that makes you stand out. Maybe you simply want to let your callers know that you care. Whatever you want to say, this is your opportunity! Here are a few tips to get you started.
1.Utilize Your Resources - Creating your on-hold script doesn't mean you need to start from scratch. Your website, brochures, and marketing materials are great resources. Your scriptwriter can often pull information and wording directly from the materials you already have or consult them to create something complimentary.
2.Highlight Your Strengths - What makes your company unique and sets your business apart from your competitors? Those are the things you want to focus on in your on-hold message. Have you received any awards or recognition? Perhaps you are affiliated with a prestigious association or are an upstanding member of the Better Business Bureau. Your customers want to be reassured that they've made the right decision in choosing to work with you...show them that they have!
3.Choose Your Tone - Think of your on-hold message as a 'virtual receptionist'. If a customer walked through your doors how would they be greeted? A client approaching the front desk at an upscale law firm would receive a very different welcome than a patron stepping up to the host stand at the local bar and grill. Your on-hold music and voice selections should reflect the nature of your business and your message, whatever that may be!
4.Beware of Information Overload - Trying to cram too much content into one message or overwhelming your callers with technical jargon are classic mistakes. A successful on-hold program offers callers concise information while maintaining a memorable, catchy appeal. When you achieve that balance your callers will retain the information better and ask you to fill in the details when you return to their call.
5.Call to Action - Be sure to include your website several times throughout the message or promote your ongoing events. While your on-hold message is a great place for your customers to learn about new services, they may get side-tracked when you return to the line. So, prompting them to ask for more details or visit your website is vital. Encourage them to ask questions and learn more, and there is a good chance they'll do just that!
6.Cover All Your Bases - Many businesses find that a significant percentage of callers are simply asking for basic company info: hours of operation, fax number, address, nearby landmarks and your website url. You can save your employees and your callers' time by including that information in the on-hold message. Be sure to provide your scriptwriter with all of the basic info, so they can work it into the script.
You'll find that if you follow the advice above, you'll have a very successful on hold messaging program. Where other companies fail and lose callers to disconnects, you'll have more people stay on hold and ask you about something they heard on the message. And that's the goal right?
If you are advertising a special promotion that they can only get because of being on hold, and then they buy it from you, that could be a very successful campaign, especially if you have hundreds of people calling you every week!
