This document provides 15 ways to make more sales with on hold marketing. It recommends greeting callers by the day and time, using advanced scheduling to automatically update messages, being current with time-sensitive promotions, giving deadlines to motivate sales, knowing your callers to personalize the message, including specific details, calling the listener to action, promoting events, having unique messages for each location, including all brands carried, increasing promotions, keeping messages short and simple, reinforcing existing promotions, driving traffic to the website, keeping an upbeat energy, and using a script service to develop customized on hold messages. The overall message is that on hold marketing is an effective way to advertise products and services to callers to generate more sales.

1. 15WAYS
TO MAKE
MORE
SALES
WITH ON HOLD MARKETING

4. 2015MAKE
MORE SALES IN
WITH ON HOLD MARKETING

5. callers on hold in silence
hang up within 60
seconds
70%

6. Hangups = lost business

7. "Some of the respondents said they liked to
hear the music because they knew they were
still connected to the company; no music made
them wonder if they were still on hold."
Georgia State University Study

8. Callers hearing music on
hold stay on the line an
average of
30 seconds longer
than in silence.

9. So, if you have music on hold,
you’re on the right track.

10. MUSIC?

12. Let’s take it to the next level.

13. 85%
15%
want
INFORMATION
85%
while waiting on hold
AT&T

14. made a purchase based
on what they heard
while holding.
IMC CORP. STUDY
20%
$

15. ON HOLD
MARKETING MESSAGES

16. “Promoting your business while the customer is
on hold is a great advertising method of selling
your products and services to the customer. It's
just money well spent.”
Chris Cole
Landmark Implement
JDUG Member

17. 15WAYS
TO MAKE
MORE
SALES
WITH ON HOLD MARKETING

18. 1 GET THE CALLER’S ATTENTION
WITH “TODAY” GREETINGS
GREET every caller as if they’re walking into your
showroom, using advanced scheduling.
• “Good morning” - “Good afternoon”
• “Hope you’re having a great Monday…”

19. 2 USE ADVANCED SCHEDULING
ONE AUDIO FILE
THAT “LOOPS”
(This is NOT scheduling)

20. 2 USE ADVANCED SCHEDULING
(Internet connected = advanced scheduling)

21. The Old 4-Minute Loop
Announcements mixed over one 4-minute
music background.

22. ADVANCED SCHEDULING
February
Only
Through
May 30
Through
May 30
June/July
“Good
Morning”
Through
2014
Each topic has its own start and stop dates!

23. 2 ADVANCED SCHEDULING
“You’ve made my job so much
easier!! We make a great team!”
JayDee AgTech, Saskatchewan

24. 3 BE CURRENT
THE OLD WAY
Generic content “so I don’t have to remember to change the message on a specific date”.
A BETTER WAY
Right now, time-sensitive, take-action content that changes automatically.

25. 3 BE CURRENT
“We always carry a great selection of John
Deere Ag Filters. The American Implement Parts
Department will have what you need... just ask
for Parts.”
RESULT? CALLER RECEIVES INFORMATION

26. 3 BE CURRENT
“Stock up on John Deere Ag Filters this month
and take advantage of 15-percent discounts!
The American Implement Parts Department will
save you money and get you ready for spring.
Offers end February 28th... just ask for Parts.”
RESULT? CALLER IS MOTIVATED TO BUY

27. 3 BE CURRENT
Easy On Hold does a great job. Their on hold message is helpful
because when customers are on hold they can hear about the
monthly promotions at Lakeland (Equipment), and the majority
of those customers end up asking about the promotions
when they're taken off hold.
Tom Beatty, New York

28. 4 GIVE A DEADLINE TO
MOTIVATE THE SALE
• “Sale ends February 28th.”
• “Offer good during our Drive Green Event, through August only .”
• “This event is held two days only, March 16th and 17th.”

29. 5 KNOW YOUR CALLERS AND
TALK TO THEM
• Why are they calling?
• What products/services do they need?
• What are their most frequently-asked questions?

30. 5 KNOW YOUR CALLERS AND
TALK TO THEM
• Say what your caller wants to hear.
• Say it in a way that makes your caller the main
focus!
• Always talk to just one person.

31. 5 KNOW YOUR CALLERS AND
TALK TO THEM
(BEFORE)
“It won’t be long before Planters will be getting down to work.
We now offer low 1.9% financing for five years– or 0.9% for three
years on ALL Used Ag equipment through February 28th. Ask for
details during this call.”

32. 5 KNOW YOUR CALLERS AND
TALK TO THEM
(AFTER)
“It won’t be long before you start putting your Planter to work. Right
now at American Implement, you’ll get low 1.9% financing for five
years, or 0.9% for three years on ALL Used Ag equipment through
February 28th. Ask for details during this call.”

33. 6 BE SPECIFIC
• “Thirty years in the business, thirty-five parts professionals,
five-hundred-thousand parts in stock.”
• “Last year one-hundred percent of our service calls were
solved within 24 hours.”

34. 6 BE SPECIFIC
• “While many businesses are reducing staff, we increased our
service staff by 25 percent in 2014.”
• “Our online search tool offers over 300 pieces of high quality
pre-owned equipment.”

35. 6 BE SPECIFIC
“Do you own a 100 through 400 Series Lawn Tractor, or X-700? Check out
the winter service specials on these machines. We’ll change your oil,
adjust the carburetor, test the battery and more...even pickup and deliver
through March 15th. Find out more during this call and the techs at
Arends-Awe will get you set for spring!”

36. 6 BE SPECIFIC
specificity = credibility

37. 7 INCLUDE A CALL TO ACTION
• “Ask for our special event pricing when you talk to parts.”
• “Sign up on our website for this educational event.”
• “Register to win next time you come in!”

38. 7 INCLUDE A CALL TO ACTION
“Tell me what to do!”

39. 8 PROMOTE EVENTS
• Educational Seminars
• Sales Events
• Community Events
• County Fair
• Equipment Show

40. 9
All locations connected to EOH servers.
UNIQUE MESSAGES AT
EACH LOCATION

41. 10 INCLUDE ALL BRANDS

42. 10 INCLUDE ALL BRANDS
“Make short work of limbs and trees with a new
Stihl Chainsaw at SunSouth! Check out the
November special on a real workhorse, the Stihl
MS171, priced at just 199-95 through the 30th.
We’ll be right back to give you more details.”

43. 11 INCREASE FREQUENCY OF
TIME-SENSITIVE PROMOTIONS
“Washington Tractor can save you money on all the parts you
need, especially with our monthly parts promotion! Right now,
through March 31st only, we’re offering 10-percent off all John
Deere paints in stock. Ask for the Parts Department when we
come back to your call shortly.”

44. 12 KEEP IT SHORT AND SIMPLE
• Just ONE IDEA at a time
• Individual 20 to 30-second "spots”
• Each has a unique music background
• Keeps callers engaged

45. 13 REINFORCE EXISTING PROMOTIONS
• Green Fever JAN/FEB
• Deere Season MAR/APR
• Green Tag Event MAY/JUNE
• Drive Green Event JUL/AUG
• Test The Best Event JUL/AUG
• Green Carpet Event SEPTEMBER
• Gear Up For Fall OCT/NOV

46. 14 DRIVE TRAFFIC TO YOUR
WEBSITE

47. 14 DRIVE TRAFFIC TO YOUR
WEBSITE

48. 15 KEEP THE ENERGY UP
• Rugged
• Powerful
• Dependable
• Unstoppable
• Rock Solid
• Grab a great deal
• Lock in a low interest rate
• Stay on top of what’s new
• Improve your bottom line
• Big savings, big value

49. BONUS USE OUR SCRIPT SERVICE
• Included
• Provide some basic ideas, dates, deadlines
• Receive email within 3 days with updated script
• Approve online

50. USE OUR SCRIPT SERVICEBONUS

51. $171 BILLION
SPENT ON ATTRACTING CUSTOMERS
Yet most of these businesses are ignoring
how they sound when customers call.

52. Thank you.