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You make great efforts to get people to call your business. When they
do, 7 of 10 are put on hold. With an average hold time of 30 seconds, a business that receives 100
calls a day, 260 business days a year, has callers on hold 200 hours per year. You
don't want your callers on hold any longer than necessary, but you can't efficiently
staff to eliminate hold time altogether. So you face the question:
"What should I do about my callers on hold?"
Silence
Of course, it's easiest to do nothing and leave callers in silence. Many managers assume
that, once they've succeeded in getting a person to call, they "have them". Wrong!
Leaving a caller in silence results in a high call abandonment rate. In plain English, that means
many of the callers you place on hold hang up.
Studies show that a third of those that hang up do not call back.
Who will they call? Maybe a competitor.
Broadcast Radio
Playing the radio in a business or over the telephone is considered a "public performance" of copyrighted material. So is playing CDs or tapes. This makes
you liable for annual license fees starting at $220, payable to ASCAP, BMI, and SESAC,
the policing agencies of the music business.
Failing to pay these fees can subject you to fines from $500 to $100,000 for each song played!
These fees are a profit center for the performing rights agencies, and they do take the law seriously.
Besides, think how many of your competitors advertise on the radio. Do you want your callers
hearing their ads while you have them on hold?
Elevator music
Why? "Canned" music generally costs more and provides no marketing benefit. Why pay more for less?
TelAdvantage - the right choice.
Advertising on hold makes sense. Callers appreciate professionally produced, low-key,
informative messages mixed with universally-appealing music. It's an effective sales
tool that will pay for itself many times over through increased sales volume and enhanced
customer goodwill. With a cost that's insignificant compared to other media, TelAdvantage
is your smartest advertising buy.
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