As you search for an on-hold messaging vendor, prices will vary dramatically. Some companies charge a monthly service fee, essentially renting the message and equipment to their customers during the business relationship. Others charge a per-message cost, giving the customer ownership of the message and the equipment with full usage rights.When shopping for on-hold messaging, ask these questions:
- How many messages will my company need over the next year? The more messages you’ll need, the better packaging discounts you can expect. Beware of the Myth of the Unlimited Message—the bait used by many companies to lure companies into “unlimited message” contracts. Many businesses simply don’t need to update their messages more than a few times per year. If you have new callers on a regular basis, how will they know what the message sounded like last month? Decide who’s calling you and how often they’re calling, and you’ll know how often to change your message. Quarterly is a good approach for any organization.
- Compare lengths and definition of “productions” or “messages.” What one on-hold company defines as a “message,” another calls a “production.” This can become confusing in comparing pricing: If Company XYZ will produce 8 “messages” for you, do they mean 8 “paragraphs” or 8 four-minute, fully produced productions? If you’re not careful, you may think you’re walking away with more than you’re actually receiving.
- Are the voiceover talents featured on the demo or at the website the actual voices who will record my production? Don’t let this happen to you: “Wow, the voice talent sounded so good on the demo. But somehow the announcer on my message sounds amateur.” That’s because the on-hold vendor used a demo with voiceover talents whom they don’t really use in order to lure your business, then used their own voices in order to save money. They think you won’t notice.
- Is the script compelling to the caller? Some companies will pad the script with fluffy, meaningless statements that waste the caller’s time. You want meaty, informative copy that can help change the caller’s perceptions and even buying patterns in a positive direction.
- The way you’re treated now will have an impact on follow-up for the future. Do you receive a call back in less than 24 hours? How fast is the turnaround for your production? Does the company offer to make a free, no-obligation demo—or do you have to buy first and then trust they’ll get it right? Does the company allow you to ask a lot of questions in order to educate you and establish a relationship, or are you pressured to do business with them during the first phone call?
Understanding these basic concepts will help make you an informed and savvy on-hold message buyer—and that means a better production in the end for the most important people in your life: your customers.
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Julie Cook is Vice President and co-founder of Easy On Hold, an on-hold messaging company serving a variety of businesses in the United States and abroad.. Founded in 1997, Easy On Hold focuses on making the on-hold experience easy, fast and affordable. Easy On Hold is the only on-hold provider that makes free, no-obligation demos for prospective customers so they can ‘try before they buy.’ “On-hold messaging is marketing at its most basic level,” says Julie. “You have a captive audience to whom you have a message to deliver. If you do it right, your on-hold message can powerfully build your brand and your relationship with each and every caller. Subtle yet effective.” Find out more at EasyOnHold.
