Give ‘Em An Earful

Despite the Internet and advances in telephony, we all spend time in voice mail holding patterns every now and then. Sometimes we hear nothing but a periodic “please stay on the line” message. Sometimes we get the radio. And sometimes – just sometimes – we get offers for additional products and services for the company we are calling. Although it does nothing for prospects that aren’t already calling you for one reason or another, an on-hold marketing program can dramatically lift sales of add-ons or ancillary products or services.

When developing your on-hold program, it is helpful to refer to the following simple process. Start by creating an overall outline for your program. Decide how long the entire audio loop will be, and determine how many segments will fit in that time. Keep in mind that each segment should be no longer than 30 seconds. This helps ensure that you keep listeners’ interest all the way through each segment, and also increases the chance that listeners will make it through at least one entire message before the party for whom they are waiting picks up the phone.

After you have mapped out the overall program, decide what subject categories will be explored in the various segments. There are several categories you might wish to test, including:

• Product or service benefits and recommendations
• New product introductions
• Sale and promotion announcements
• Information regarding upcoming holidays or hours

Finally, count the number of words you can comfortably say in 30 seconds, and then pencil out a draft script for each segment.

The field is getting crowded with companies providing on-hold marketing services, but the leader is still Muzak (muzak.com). Best known for the adapted tracks playing in elevators everywhere, Muzak provides turnkey on-hold marketing solutions that fit nearly any budget.