Are you considering adding On Hold Marketing to
your distributor locations? If
done right, it’s a positive addition to your company’s image; brand awareness,
sales figures, and event enrollment…even an improvement in the mood of
callers!
…and since a large portion of your business
comes to you via telephone, the impact of doing it wrong can be
significant.
Ok, now we can get to the first of three
questions I see distributors overlooking…and it’s a biggee. #1 “Why are we considering On
Hold Marketing” This needs to be more than “because our competition is
doing it”. There are several good reasons, but the driver is the sheer number
of inbound calls that are momentarily put On-Hold. Even 30 hold events a day is 660
monthly. And before you
reinstate last year’s commitment to “never put anyone on hold again!”, consider
this: Smart businesses are
fine-tuning their staff so that, with a short hold time, they can handle more
calls. The key to success
is a program that’s interesting so your contractors will stay on the line…while
giving them more reasons to do more business with you.
#2 “What are our expectations?” A
appropriate On Hold Marketing program can be expected to make callers feel
better about their brief hold, increase awareness about new people-products-events-seminars-HVAC/R
industry trends, and add-on sales. Anything
less is just “noise on hold”…(satisfying no expectations).
The #3 consideration that many wholesalers
overlook is the value of an industry-specific on-hold provider. The
pronunciation of the specific terms and phrases used by your industry is
critical to the credibility of your marketing messages….and an inexperienced
on-hold producer can cause you some pretty big headaches if your customers are
pointing out mispronounced acronyms, building codes and efficiency
designations.
If you consider these three points, you’ll be taking the right path toward knowing if, or how, or why to
include On Hold Marketing as a new element of your overall marketing.
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