By Steven Kaip, Managing Partner, MusicOnHold.com  

Do you want to see a potential increase in sales of up to 10-20%? Could you be turning away as much as 60% of your incoming calls by not having an effective on hold messaging system? It has been found that as many as 60% of incoming callers will not stay on the phone for more than about 45 seconds, if there is no music or messages. Instead, there is a way to change that to your advantage and it will enable you to increase sales and get greater client longevity. Here are some ways to start making a difference.

A number of companies have already established the fact that by using advertising on hold techniques, that there has been a sales increase of up to 20%. Customers prefer listening to music, ads, or information - but not silence. Here is where your opportunity starts. All of your callers are already seeking something from your business - how can you get more targeted than that?

By directing your audio marketing message to your captive audience (remember that they called you), you are greatly increasing your opportunity to sell, or cross-sell to them. What happens is, by presenting them with a high quality, targeted and attention-getting on hold message, you will find that a number of people will then proceed to ask about the product advertised when they finally do get through to their party. Some say that this increases phone sales by as much as 18-20%! An opportunity your business can't afford to miss.

Here are a few quick tips about the on hold messaging ads that you need to develop.

1. Use targeted messages for your audience

The audience you want to reach is already contacting you. Just let them hear information that they are looking for – but don’t know it yet!

2. Create interesting and exciting messages that are professionally done.

You will not profit if you use humdrum type messages. Aim to make them interesting enough so that people might ask to put back on hold when they are done with their conversation.

3. Focus on items relating to your main products, but not the main product itself.

For instance, if you are a pool company, you might advertise special pool sales, but also your pool side furniture. They already are interested in your pools - that is the reason they called. Now sell them the furniture on top of it.

4. Get professional voices for your messages

There is a whole professional industry behind this. Ever heard a TV commercial that just made you want to go and buy some product? They spend much money on matching a product, or a business with a particular voice. Your music on hold, or on hold messages center can provide you with their professional voices - either male or female.

5. Rotate your on hold messages

Simultaneously create a number of messages and then rotate them on different days of the week, or use some other similar strategy. You might even rotate your messages between humorous messages, and informative. You might find that a little humor might help those who call with anger to be calmed down a bit by the time they talk to the designated party. Also, what could you use that would be better to put a consumer into a buying mood than laughter? Be sure to inquire further about all of your options - and for suggestions.

So, the challenge lies before you – a potential of up to 20% increase in sales. How many more calls do you want coming into your business and have them put on hold – just to lose further opportunities of sales to them? Isn’t it time to go online and find a good on hold production center that can professionally brand your business and start putting those quality on hold messages into your customers ears on a daily basis?