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TRADES – On Hold Messages
Before we speak about specific things you could mention in your message, we probably need to clarify first how most on hold messages are structured. Usually they have with a bit of information, bit of a gap and then another paragraph and so on. It’ll probably run for a few, maybe four or five minutes and then loop back to that start. So adding that up – you have about six thirty second or so marketing opportunities, with a ten second gap between them. So you can cover a fair amount in that time. Like what?
That initial contact is all a new potential client has form an impression of the service you provide. If it’s unprofessional, silence or the like, they’ll assume you fit into that cliché we mentioned before. So use your on hold message to reassure the caller that they’ve made the right decision in dialling your number.
Well you don’t want to spend this time relating obvious things people naturally expect you to offer or they can find out elsewhere on their own. That’s not to say covering some of the basics isn’t beneficial, we just don’t want to waste this opportunity by loading it up with light weight content. If you think ahead you can maybe cover these basic things in a single paragraph. What do I mean by basics? Well, communicate things like your range of services, the areas you service, your operating times, how to get quotes organised or payments made, by all means include some of these ideas – but not extensively – unless of course one of them is a killer difference in your industry that stands you in front of your competitors.
So – what do you tell them about yourself?
Some of the basics as we mentioned would be of help. But you’d do better to think a little more about what makes you different, your USP as they say and definitely highlight that.
Do you provide different products or services at different times of the year? Does your trade do more of a certain task in winter or summer? Mechanics, do car cooling systems break down more in summer? Plumbers, do drains block up more in the winter weather? Do rooves get damaged more in the summer storms or does the air con need repairing just before the hotter weather kicks in? Then it’d would be great to promote your yourself on you as someone focussed on this in demand service to the captive audience.
Speaking of seasonal topics, it would be beneficial to provide helpful reminders specific to your industry. Remember, making the information useful to your caller will reward them for their patience and position you in a positive light in your prospects mind. Things like what? Well back to that radiator, have your radiator checked for summer, how to check if your plumbing is functioning well or not, how to prevent the back timber deck from cracking in the heat, how to prep a wall for a little bit of painting, never do your own wiring when renovating etc. You would know far more than me about some very useful genuine advice that would be received well by your clients. Of course, you would always highlight the fact that as a professional, when it comes to the bigger jobs – you’re the one to call.
What else?
Do your specialise in any particular aspect of your trade? Make sure that this is made clear in your message. And of course with this specialisation comes a definite quality to your work and value for money with the services you provide. It all seems to be about the niche you fill these days. If you only do one thing – you’re the go to guy for certain model cars, or specific electrical installations etc then by all means talk specifics.
Are your offering any specials at the moment? Do you provide a value added service when performing your trade? Do you provide maintenance inspections for free? Or free gutter cleaning for a year with every new roof tiling job? Detail any car you service? Again – the sky’s the limit – if you provide more than the average tradesman then make sure you communicate that.
If the locations you service or the hours you operate are noteworthy, think about mentioning them. And your experience and longevity are key points to focus on. Differentiate yourself from the fly by nighter cowboys out there and mention the fact that you’ve been in the game for “x” years and have service hundreds of satisfied customers. Do you provide any extra warranties or written assurances with your work?
And your website. Does it provide helpful tips or great testimonials or pictures of your work etc make sure you mention that. Some sites have great video guides that provide real value too apparently – well worth pointing callers toward the site address if you’re confident it will help them decide on you as their tradesman.
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:
- Enhances your image.
- Ensures your clients are well aware of your key points.
- Upsells your clients to other services you provide.
- Answers commonly asked questions.
- Sets your clients’ minds at ease – reassuring them they’ve come to the right place.
So there you go, a spotlight edition of the On Hold Message Maker podcast / video series just for the tradies 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.