Why Music and Messages On Hold?
Marketing to Your On-Hold Customers
by Vicki GersonAn article published by the NFIB (National Federation of Independent Business) on January 27, 2003
Small businesses are missing a golden opportunity by not marketing to customers who are on hold. You could write and record your own message or hire someone else to provide this service. Either way, there are a few things you should consider when creating an on-hold marketing message.
The message that you use should be divided into sections. Start with a general message about your business. For example, "For over 25 years family-owned and operated Smith Manufacturing Company has been manufacturing attractive wooden cabinets and retail displays. We work with you to find a solution to your merchandising needs. If you haven't already received our current catalog, please request one from our account executive, or visit us online. Please stay on the line. A Smith representative will be with you shortly."
In the next section, you may want to mention a top-selling product in a few sentences. Always conclude each section by saying, "Please continue holding, and someone will be with you shortly." Keep the message to no more than five to six sections.
An on-hold message should also cover commonly asked questions such as your business hours, your location and the methods of payment you accept.
Try to update the message every three or four months. Customers will get bored and tune out if you leave the same on-hold message for them year after year. If you offer seasonal products make sure your on-hold message reflects this as well.
You wouldn't pay to put a blank ad in the newspaper, would you? That is essentially what you're doing when you fail to market to an on-hold customer. Be sure you take advantage of this free marketing strategy.