Retail

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RETAIL – On Hold Messages

Hello and welcome to another “Industry Spotlight” episode in the On Hold Message Maker (Video Guide Series/Podcast series), we’re we help turn your phone system into a precision marketing tool. My name is Carl Hitchmough and today we’re going to have a focussed look at making on hold work for sports clubs and similar type establishments. Things like what you can include in your message, why it’s great to have an on hold message in the first place and how you can use it best to inform, motivate and reassure your guests.
So let’s get into it then shall we,
As a sports venue or club, there’s times you get flat out doing what you do and often place callers on hold for varying periods of time. Obviously this isn’t your goal and you’d like to avoid it if at all possible. But you may be surprised how often the on hold function on your phone comes into play, even if you’re totally focussed on customer service. If you’re a tennis court hire centre taking a booking, handing out hire clubs on the golf course, checking in new members at the gym or bowls club. You’re going to need the added safety net of that on hold button. And how many other slight interruptions do you need to address immediately just as the phone rings? Taking deliveries at the courier at the counter, transferring callers to other lines that don’t pick up immediately, helping someone get their racket restrung – and a dozen other very common daily tasks at local clubs around the country.
Now what your clients hear at these times is totally up to you. The options are pretty open, from plain old silence, maybe some bell-type muzac that comes with your system, your favourite radio station, a cd from your collection, or an on hold message. Literally any audio source you can plug into the input jack of your phone. It’s pretty obvious what we’d recommend and I can honestly say that’s not just for personal interest. Any of the ones I just mentioned comes with a bit of baggage. Some may require specific licences to use and if your taste in tunes is out there or you just play silence on your line, research shows your callers aren’t going to hang around for too long.
So that’s why we recommend you put some thought into this golden opportunity you’ve been presented. Spend a moment and think about how you can focus your on hold time to best communicate to each caller. To provide them with some benefit while they wait in an effective and consistent manner. And no matter whether you’re running the local tennis court or a world class resort golf course, that positive impression you present to guests can go a long way to bringing them in repeatedly.
Now I’d think by the time your potential guests are on the phone to, they already know what it is you basically do. It is now up to you to splash a little more marketing colour and substance onto that canvas and flesh it out with all the amazing things that they may not yet be aware of. Your on hold message lets you do this to a motivated, captive audience as they await your return to their call.
Ok then, so what sort of things should you include in your message? Firstly, keep in mind how most on hold messages are structured – usually with a bit of information, bit of a gap and then another paragraph and so on. It’ll probably run for about a few, maybe four or five minutes and then loop back to that start. That gives you about six thirty second marketing opportunities, with a ten second gap between them. So you can cover a fair amount in that time. Like what?
Well we don’t want to spend this time relating too much of the obvious things people naturally expect but that’s not to say covering some of the basics isn’t beneficial. If you think ahead you can cover these things in a single paragraph or so. Communicate things like your exact location, how to find you, what to bring. Where clients can park when they arrive, how to bookings or pay, when your facilities are open and what help they can get from there and the like.
So write that one down, it’s good to cover the basics in your message.
But you’d do much better if you provide even more valuable meaty information that may up-sell or entice your callers to do more than they’d originally planned. So make sure you tell them what you have on offer.
Do you have special days for competitions that they could be part of? Is there a set time for juniors or seniors to be involved? What about the range of equipment you have available for hire or purchase? Do you repair or adjust rackets or clubs? Do you run training clinics for beginners? Are there specific events coming up with professionals in your field on display?
What about your amenities? Do you have a particularly impressive clubhouse on site? A restaurant or café that could make a great spot for a wind down after the game? What about a bar with an impressive beer selection? Or a bistro with a hunger busting burger selection?
Of course you could mention the benefits of your facilities for functions or social events? Many places cater for parties, weddings or corporate gatherings. Do you? Then make sure you cover off what you have to offer and how and when bookings can be made, who to ask for and when they come back off hold. The same applies if you have accommodation on offer or can access such close by if it’s something that is of benefit to your clients.
A lot of clubs nowadays put on tournament or competition days, pro-ams or corporate days for local companies. Or what about your local pro? What’s his or her history, is it worth highlighting? Do you run a particular level of workshops or clinics that would be of interest?
And of course, let’s not forget the power of your website. If any or all of the details we’ve just mentioned are clearly available on your website – then by all means point people towards it. Maybe just a little tease about a hot offer with a “find all the details at www.yourclub.com.
As a sports club operator, you know only too well that repeat bookings depend on the quality of the experience people have when they visit your premises. Your on hold message service is their first contact with your business: your front line ambassador, presenting all you have to offer in a friendly and professional manner.
To sum up things then, if you put a little effort and forethought into it, you can have full confidence that when you press that on hold button on your phone system, your callers are going to feel respected, that you value their time enough to provide excellent tips and thought out content that they can derive immediate benefit from. And leave them with a very fine impression of yourself.
When used well, an on hold message:
o Enhances your image.
o Ensures your guests are well aware of your key points.
o Upsells your guests to other services you provide.
o Answers commonly asked questions.
o Sets your clients’ minds at ease – reassuring them they’ve come to the right place.
As a sports venue you have an in demand facility that your community has a great fondness for. By all means use your on hold message to reward their patronage and provide valuable, informative and motivating information. It’s just one little part of your marketing mix, but hopefully over time it’ll help you create loyal clients who wouldn’t dream of going anywhere else in their leisure time.
So there you go, a spotlight edition of the On Hold Message Maker podcast / video series just for the IT workers of the world. I hope you’ve found this information of value in helping you plan your on hold marketing successfully. If you’d like any more information or have any questions, please contact us anytime via our website – www.onholdmessagesaustralia.com.au. (onholdmessagemaker.com) we’d be happy to help out more. There’s plenty more handy tips onsite too if you want to check them out sometime.
Anyway, bye for now, do take care and hope we can be of some more help soon, bye.