By Johnny Gailer
There are countless ways you can use winonhold.com to grow your business: advertise new products, upsell, cross-promote, remind customers why you’re the better choice . . . the list goes on.
But like any other form of marketing, if you want to see a return, you must set goals and then stick to a strategy to help you get results.
Let's look at three goals on-hold marketing can help you achieve, see how they can contribute to your bottom line, and determine what actions you can take to make it all happen:
GOAL #1: Improve Customer Service
Your level of service is pretty important when it comes to your bottom line. Otherwise, it wouldn’t be the number one answer people state as their competitive advantage. In many cases, people choose to do business with you versus a competitor as a result of an emotional decision. Unhappy customers will not buy from you. If you make your company the most pleasant one to deal with, you will have an opportunity to land business you might otherwise lose, as well as gain loyal repeat customers.
Winonhold.com gives you a cost-effective opportunity to Improve Your Customer Service, but how do you make it work for you?
1) Make it seem like you’re getting back to the phone quicker.
Music combined with messaging while callers wait on hold goes a long way in shaping the caller's experience. The messages engage the caller's mind so the time they wait automatically seems shorter than it would with beeps, just music, or silence. Plus, they’ll know they are waiting on hold rather than wondering if you’ve forgotten about them or if they got cut off.
ACTION STEP: Just use winonhold.com and make sure the messaging stays fresh.
2) Answer common questions.
Do you have a question your staff answers 47 times a day? Go ahead and give each caller the answer before they ask by telling them on hold.
ACTION STEP: Let us know about it. We’ll write a custom script that you can keep in your rotation as you update your messaging.
3) Let them know about important announcements.
Do you host counter days or training seminars? Do you need to let your customers know your hours for the upcoming holiday? These are things your customer wants to know about, so tell them while they wait on hold. On-Hold Marketing is a great way to share important announcements to your customers.
ACTION STEP: Keep us informed about what’s happening at your company; we'll help you get the word out.
GOAL #2: Enhance Your Professionalism
The way your company is portrayed speaks volumes. That’s because professionalism goes a long way in earning trust. Trust can be the difference of landing that huge bid or losing it to a competitor. Take a look at how you can maximize your professionalism with on-hold marketing:
1) Talk about what’s relevant.
When a prospect or customer calls your company, they need to know how you can help them. When callers hear messaging about the ways your company, your products, and your services will meet their needs, they’ll know right away they’re dealing with a substantial and trustworthy company.
ACTION STEP: Make sure your messages give value to the listener. We aim to do this with every script we provide.
2) Remind them of your competitive advantages.
When customers first started dealing with you they probably remembered exactly why they chose your store. But after a few years, or even a few decades, they may forget. Make sure they know all the reasons they should always choose you as their supplier.
ACTION STEP: Drive home all the reasons they should do business with you.
3) Show appreciation.
There are few words in the world that go farther than a simple thank you. Let your customers know you appreciate them. It’ll go that much farther in cementing a positive view of your company.
ACTION STEP: Include scripts that let callers know you appreciate them.
GOAL #3: Increase Sales
Moving more product is always nice, and it’s probably the way most people use winonhold.com. But how can you boost sales with your On Hold Marketing?
1) Introduce new products.
They won’t buy it from you if they don’t know about it. Your customers probably know exactly what your major lines are and they probably have certain lines they like to use. But as applications change and new innovations happen make sure you continue to introduce products that can make their lives easier.
ACTION STEP: Let us know when you bring in a new product so we can support you with professionally written messages to help you get the word out.
2) Upsell Point-of-Purchase Items.
Do have anything you can add on to increase the size of each sale? It may be small but as you gain a couple dollars here and there the bottom line starts to build.
ACTION STEP: If you're promoting it at your counter, promote it on hold. Customers on hold are just like those waiting in line at your counter, so if they can't see a promotion, they should at least hear about it.
3) Produce top of mind awareness.
What are some things your customers don’t buy every day? What are some things they may be buying from your competitors? Continue to remind customers of all the ways you can serve them so that when the need arises they buy from you. If you sell tools – advertise that on hold. That way when they need a new one you’ll be the first to come to their mind and you can throw it on to their next order.
ACTION STEP: Constantly remind your customers of all the products you carry. Because if you don't, they'll forget.
So what are your goals, and how will you achieve them?