On-hold messages are an integral part of your overall marketing campaign, but if you’re not sure what to say, it can be wholly ineffective. Where do you start? For some companies, it’s a little more obvious. A car dealership may share the newest cars they have or the ones they most need to get off the lot. But what if you’re not turning products quickly or don’t run regular schedules? Then it might be more challenging to make your on-hold messages work for your brand.
Think about what your callers ask you about … repeatedly. If you’re spending a lot of your time on the phone answering the same thing over and over, that gives you an idea of what you should be sharing with your callers through an on-hold message. Perhaps you’ll use the answers as a lead-in to the message system; that way, by the time you’re back on the phone, the customer can focus on bigger issues rather than those nagging little questions he had.
Once you start answering the questions customers have now, it’s likely that they’ll come up with new questions in the future. The good thing about that is that you’ll then have the opportunity to update and make your on-hold messages work even better! You don’t want frequent callers to get bored with your message while they’re on hold, so it’s a good idea to change the message at least every few months. Again, poll your front-line phone staff to see what repeated questions they’re receiving so you can add them to your rotation. And of course, if you have specials, be sure to mention them in your on-hold message; you’ll notice that callers will skip right over their initial questions and go right to the offer du jour.