on hold messages

In 1991, Billy Crystal’s City Slickers gave us the secret of life.  You may remember the scene featuring a conversation between Mitch (Crystal) and Curly (Jack Palance) where we’re introduced to “Curly’s Law.”

Curly: Do you know what the secret of life is?

Curly: This. [holds up one finger]

Mitch: Your finger?

Curly: One thing. Just one thing. You stick to that and the rest don’t mean nothin’.

Mitch: But what is the “one thing?”

Curly: [smiles] That’s what you have to find out.

At Premier Companies we’ve been developing the art and science of crafting messages on hold for 30 years, and we’ve learned some things…but one thing for sure.

Sure, you’ve got some of Kenny G’s finest smooth jazz to entertain your callers while they wait on hold, but couldn’t you be using that time to drive sales and generate new business?

Maybe you’ve already got business related message on hold marketing, but is it communicating the most effective and compelling information to your callers? Is it delivering results?

When it comes to turning callers into cash, the #1 piece of advice we give clients is to inform callers about lesser known, higher margin products and services.

The tendency for most businesses is to talk about their most popular products and services, but odds are, the majority of incoming calls are in regards to your most popular items.

A US West Communications study reported that providing information during on hold messages results in a 40% increase in retention of callers on hold, a 15% increase in inquiries, and a 12% direct increase in requests for products and services mentioned on hold.

A plumbing company probably gets most of its calls in regard to clogged drains, so a plumbing company wouldn’t want to talk about unclogging drains to their callers on hold. Their callers are likely already on the line because of a clogged drain. However, they may not know that a new water heater could save them 40% on their energy bills, or that a new water heater could qualify them for a tax credit.

The oil change place on the corner gets most of its calls about scheduling service. Talking about the benefits of regular oil changes to someone calling about an oil change wouldn’t be nearly as beneficial as talking about the benefits of new wiper blades and air filters – both products which are lesser known and higher profit.

If your on hold messages only tell callers one thing, let it be your lesser known, higher profit products and services. While you’re at it, say it in an engaging and entertaining way.

HOLD PLUS can help. Call to find out how.