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| Make sure you're not leaving your clients in the on hold dead zone. |
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There are a number of do’s and don’ts to on-hold marketing. Some say it is a science, some say it is an art! But you also have to consider the psychology of people on-hold. Here are a few on hold don’ts you should keep in mind:
- Thanks for waiting!
Never remind people they are on-hold by thanking them or apologizing to them for holding. People do not like being on hold, it makes them feel powerless…
- Hard or soft sell in on hold messaging?
No one likes being hard sold over the phone, especially when they are on hold. Use your messages to give your callers information in a relaxed and comfortable manner. Being on hold can make a person feel powerless and because of this they are already in a defensive position, do not give them a reason to become even more defensive.
- Educate, don’t entertain!
Very few people will wait on hold for an extended period of time with nothing to listen to. To that extent, you want to educate them about your company, what you do, your product lines, and especially how your products or services answer their needs. Avoid the bells and whistles, stick to the relevant facts, and they will hold longer.
- Music alone makes the mind wander.
Music is for background only and should never be all you have on your on-hold system, or between messages. Music, especially instrumental, allows people’s minds to wander. Meaning they will not pay attention to your message when it does come back on; and every part of your message is important – there should not be any filler. The purpose of music in any message is to help carry the words to the listener. It should accompany the message, not bury it.
- Sound effects don’t work
Phones do not have the sound quality to broadcast complicated commercials with sound effects, when people cannot make out everything they hear it frustrates them…
- Radio: A big no no!
Radio should never be used as part of your ohm strategy. The reason is you could be giving your competitor some free advertising…
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