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Marketing to Your On-Hold Customers

The next time you pick up the phone to call another
business, pay attention to what it has done with its
on-hold message. Chances are you’ll be hearing about
their products and services while you wait to speak
with someone.

by Vicki Gerson NFIB.com

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.

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