Keepin’ Them Happy On Hold

Why do companies advertise? According to a recent study, 93% of the average marketing/advertising budget is spent to entice potential customers to call. The mindset is this: consumer is interested, consumer calls, salesperson answers, and salesperson sells. Unfortunately this simplistic view ignores a critical step; the consumer goes on hold.

Now consider this: 70% of all business callers are placed on-hold at some point in this critical interaction with a company. So before your sales team ever gets to speak with a potential customer, the caller has been introduced to the company via on-hold messaging. This messaging is critical in three ways: retention, information and branding.

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