Tuesday, January 18, 2005

What's On Hold at Your Business??

Many business owners have on-hold audio on their phone systems. Most do it because it's a way of signifying to the caller that they are still on hold...and haven't been hung up on. They also do it because the phone system they bought has the capability. They don't really think much about what possibility the on-hold position has for selling products and services...so not much attention is paid to it.

It's a hassle...and can be expensive...to change the messages frequently to keep up with changes in business hours...sales events...holiday specials...whatever might be new and different about the business. So, the easy thing is to do something that will be "evergreen". In other words, a batch of thank you-for-holding "courtesy messages"...along with some non-offensive music. Then this same group of messages and usually cheesy music plays...and plays...and plays...and....well, you get the idea.

What many business owners don't realize is that what people hear while on hold really does affect how they feel about the business. And if they feel motivated to buy something, many times they will. Statistics show that 1 in 5 people makes a buying decision while on hold.
Makes sense. They have called the business for some reason. They are either already a customer...or considering becoming one. Why not give them some information on hold that will move them from potential customer...to definite customer? Or maybe from good customer...to GREAT customer.

The answer, more often than not, is... "I don't have time or money to deal with what people hear on hold. It's just not cost-effective for me to deal with it...or pay someone to deal with it."

Understandable. But, now there is a technology that allows outside companies to program someone's on-hold position on an on-going, and regular, basis without the company owner having to spend a lot of time or money.

My company sells a software-based, on-hold management program that can be installed on any PC at a business office. The output of the sound card from the PC then is plugged into the MOH port on the phone system. I can send new music tracks, messages, or any other kind of programming desired to that computer over the internet. The software downloads the message, music...or whatever...and plays it automatically in a regular rotation...or on a specific day, month, time of day...whatever. The message comes encoded with the proper date and time information. REALLY COOL!!

What this means is...once I get to know the desires of the business owner...budget, business strategy, how often he/she wants to change messages.. I can do it all from my studio. I just e-mail new messages to the business computer...and it does the rest. It's not expensive...(Some big music companies who do this like to charge thousands of dollars over a couple of years and lock you into a contract)...because we charge a reasonable amount up front...and then charge by the production after that. You only pay for what you want.

Great technology advance... Another step forward in the ability of a business to effectively market itself.

Call me if you want to discuss a system for your business..


1 comment:

Stan said...

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Best Of Success
Stan Morse