15WAYS

TO MAKEMORE

SALES

WITH ON HOLD MARKETING

2015MAKEMORE SALES IN

WITH ON HOLD MARKETING

callers on hold in silence

hang up within 60

seconds

70%

Hangups = lost business

"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

Callers hearing music on

hold stay on the line an

average of

30 seconds longer

than in silence.

So, if you have music on hold,

you’re on the right track.

MUSIC?

Let’s take it to the next level.

85%

15%

want

INFORMATION

85%

while waiting on holdAT&T

made a purchase based

on what they heard

while holding.

IMC CORP. STUDY

20%

$

ON HOLD

MARKETING MESSAGES

“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

15WAYS

TO MAKEMORE

SALES

WITH ON HOLD MARKETING

1 GET THE CALLER’S ATTENTIONWITH “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…”

2 USE ADVANCED SCHEDULING

ONE AUDIO FILE

THAT “LOOPS”

(This is NOT scheduling)

2 USE ADVANCED SCHEDULING

(Internet connected = advanced scheduling)

The Old 4-Minute Loop

Announcements mixed over one 4-minute

music background.

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!

2 ADVANCED SCHEDULING

“You’ve made my job so much

easier!! We make a great team!”

JayDee AgTech, Saskatchewan

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.

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

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

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

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.”

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?

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.

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.”

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.”

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.”

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.”

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!”

6 BE SPECIFIC

specificity = credibility

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!”

7 INCLUDE A CALL TO ACTION

“Tell me what to do!”

8 PROMOTE EVENTS

• Educational Seminars

• Sales Events

• Community Events

• County Fair

• Equipment Show

9

All locations connected to EOH servers.

UNIQUE MESSAGES AT EACH LOCATION

10 INCLUDE ALL BRANDS

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.”

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.”

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

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

14 DRIVE TRAFFIC TO YOUR WEBSITE

14 DRIVE TRAFFIC TO YOUR WEBSITE

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

BONUS USE OUR SCRIPT SERVICE

• Included

• Provide some basic ideas, dates, deadlines

• Receive email within 3 days with updated script

• Approve online

USE OUR SCRIPT SERVICEBONUS

$171 BILLION

SPENT ON ATTRACTING CUSTOMERS

Yet most of these businesses are ignoring

how they sound when customers call.

Thank you.