"More companies are becoming aware of on-hold advertising," says Ron Kirkpatrick, Jr., president of the Atlanta office of Accurate Communications, an on-hold marketing company.
In light of growing competition in nearly every industry, on-hold messaging has gone from a "nicety to a necessity" Kirkpatrick
says.Companies spending millions of dollars on their marketing budgets to get prospective customers to call often fall short of the mark once they do call and don't utilize another key opportunity for the "soft sell," he
"When you put a caller on hold there's a chance you could lose a customer to a competitor," he
noted."People today want information quickly."Savvy marketers, he
says, should be aware of the following statistics obtained by Accurate
from independent studies with Maxi-marketing and Sales and Marketing Management research: • Approximately 70% of business calls are placed on hold, averaging 43 seconds. • A typical business person spends 60 hours on hold annually. • Approximately 70% of callers will hang up after 30 seconds if confronted with silence. About 90% of callers will hang up within 40 seconds. • Up to 20% of callers who hear an on-hold advertisement make a purchase decision based on information heard while on hold.
While music might keep people on hold a little longer than silence, it doesn't deliver a message, Kirkpatrick
The flexibility on-hold messaging offers customers is one of its greatest assets, according to Kirkpatrick
Our proprietary software has enabled us to reduce the time to record, mix and download a production to one-tenth that of traditional systems," Kirkpatrick
..."We've seen an explosion in the number and types of businesses using on-hold marketing," said Ron Kirkpatrick, president of PowerPhone by Accurate Communications, a leading on-hold marketing company headquartered in Memphis with offices in Atlanta and throughout the country.
, " You can increase sales with the push of a button."
...Ron Kirkpatrick, chairman and chief executive of Accurate Communications, says up to 20 percent of callers who hear an on-hold advertisement make a purchase or decision based on the information they hear.
"We're turning the hold button into the sold button," he
says this has attracted the emergency services which are becoming overwhelmed with calls from people with cellular phones when there are traffic accidents or fires.