On Hold Time is Priceless

June 30, 2008

On Hold Time is Priceless
By Adams Hudson

These people called you and if on-hold to dead air, their perception of an “actual” minute is greatly lengthened along with their stress and hang-up rate, as you can see below in USA Telephone Today’s study of 18,000 callers:

* 1 Minute On-Hold – Dead Air
* 52% Terminated, hung-up
* 45% Estimated 3 minutes +
* 38% “Will not call back”
* 1 Minute On-Hold – With Music
* 13% Hung up
* 4% Estimated 1 minute +
* 56% Estimated less than 1 minute
* 1 Minute Message + Music-On-Hold
* 2% Hung up
* 1% Estimated 1 minute +
* 81% Estimated less than 1 minute

How many of these “paid for” leads can you afford to lose? With an On-Hold message, the hold-time perception is reduced while your image is enhanced. This is an inexpensive opportunity to educate, announce programs and make special offers. These short messages give gentle sales nudges.

Shrewd Tip: Tell your listener to “Ask us about….” Or “Tell the person who put you on hold you’d rather talk to me!” and just have fun with it. People listen, remark, and linger during these messages, which is the point.

Bad Idea: Do not use the cheap and amateurish “radio on hold,” since it’s, well, cheap, amateurish, and may contain an ad from your competitor. Not good.

Adams Hudson
Adams Hudson is president of Hudson, Ink “Creative Marketing that Works.” His company creates a full line of marketing tools for contractors including Customer Retention newsletters, Yellow Page ads, “turn-key” Marketing PowerPacks and custom copywriting. You can get a free subscription to his “Sales & Marketing Insider” by faxing your letterhead to 334-262-1115 with the request. Also check out www.hudsonink.com on the web for free marketing tips or call 1-800-489-9099 for more info.

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