A prospective client/customer calls your business during a time of high call volume. So, naturally, you put them on hold until someone can attend to their needs. But have you ever taken a moment to think of the real marketing opportunity this scenario presents? After all, you have a captive audience, provided you can hold that caller’s attention long enough to keep them on the line. This is where a well thought out on-hold script is crucial. You want to keep it informative enough to be of value to your caller, but not so detailed and long-winded that you lose their interest. So, what do you include in your on-hold messages? Look no further! Whether your system utilizes a short 4-minute on-hold message or an extended 8-minute on-hold program, we’ve outlined all the essentials to include in your on-hold scripts, as well as what not to include...
The BASICS:
- Company Name
- Location & Hours
- Website
- Social Channels
When you put time into creating a custom on-hold message, the program should sound custom. Use your business name once in every message, and if appropriate, share your location & hours. If you’re open to the public, you should also include helpful directions and relevant landmarks, and don’t forget to share your company’s URL and social media contact info periodically throughout the program.
Example:
If you are new to Highland Optometry, we welcome you! We are located in Highland Park at 427 East 17th Street, just off Route 27, next to the water park. You can also visit us online at Highland Optometry dot com or connect with us on Facebook, Twitter, and Instagram.
WHAT NOT TO INCLUDE:
Your phone number - If someone is on hold with your business, they already have your phone number. Sharing your number in your on-hold and using phrases like “give us a call” can leave callers confused.
BRANDING:
- Who you are
- Your experience
- Awards/affiliations
- What you offer (customer loyalty programs, service guarantees, etc.)
If you had their undivided attention, what would you tell prospective customers about your business? Now is your opportunity! Consumers want to do business with brands they can trust, and on-hold messages are a great way to improve your brand image. So, be sure to include information about your experience, community involvement, awards, industry affiliations/memberships, and share what sets your business apart from the competition.
EXAMPLE:
Locally owned and operated, Addams Realty has proudly served the Brighton area for more than 2 decades. Not only are we a member of the National Association of Realtors and the Brighton Chamber of Commerce, but we take great pride in bringing buyers and sellers together throughout the area, and offering the finest property management services available.
WHAT NOT TO INCLUDE:
That award you won 4 years ago - Did you have an A+ rating with the Better Business Bureau in 2012? Did you win the Best in Service award from 2000-2105? While these are accomplishments you should certainly celebrate, sharing old achievements in your on-hold messages will leave callers wondering 1) Is this an outdated on-hold that needs to be updated? 2) What’s happened with this company that they’ve stopped earning this award? Keep your accolades current for the best impact.
CROSS-MARKETING:
- Products & services
- Upcoming events
- Promotions
Statistics show that it's more profitable to retain existing customers than to acquire new ones. Which is why cross-promotion should be a part of any on-hold program. While your callers are holding, you can highlight promotional offers, share details about related products or services, and advertise your upcoming events. Be sure to update messages frequently to reflect your latest offerings.
EXAMPLE:
Take the salon experience home with you and visit our retail section! Nouveau Salon is pleased to use and dell the finest products for your haircare, including our own private line. Best of all, we're offering 10% off styling products all month long. Stop in today, and we'll be happy to provide you with some suggestions so you can recreate that fresh-from-the-salon look at home!
WHAT NOT TO INCLUDE:
All the fine print - Promoting your events and specials with your on-hold messages should focus on getting callers excited about your offer and direct them to where they can get more info. Avoid going into too much detail about restrictions, pricing, etc. Instead, encourage them to ask for more details when someone returns to their call.
CALL Management:
- Preparatory messages
- Special instructions
- Compliance messages
While most companies approach their on-hold messages from a marketing perspective, many industries can benefit from the call management abilities that an on hold program provides. Your messages can help answer callers' questions, offer helpful instructions and alert callers to their next steps. Would you like callers to have their account number or order number ready when you return to the line? Let them know! Are you fielding lots of calls about an upcoming promotional offer? Use your on-hold message to share the details. Take some time to consider who is calling and what their needs are, and craft your on hold script to address these points.
EXAMPLE:
If you are calling to make your first appointment, we welcome you! Please be sure to bring a current photo ID and insurance card, and we ask that you either arrive a half hour early to complete the new patient paperwork, or you can complete the forms in advance and bring them with you. Just visit Rogers Park Wellness Center dot com to download forms.
WHAT NOT TO INCLUDE:
Overly detailed instructions - if you can't explain it in 3 to 4 sentences or if callers need to write down your directions in order to follow them, it may be best to redirect them somewhere else for more info. Let them know where they can go on your website, or tell them the department/person to ask for when you take their call.
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