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Your hold music may just be the first impression your company makes on a prospect. Don't miss the chance to kick things off in an upbeat way!
Are you putting prospects in a bad mood?
Before I get started, here’s a recording of the Cisco hold music. If you are using this hold music on your Cisco phones, it is mandatory that you read this article.
Volume
I write this article with the “two decibels too loud” hold music from my health insurance company in mind. It’s been assaulting me as I have recently engaged in a four-month battle over a misprocessed claim of $14.27.
Yes. Ridiculous.
I was already in a bad mood and the blasting music made it even more jarring to me. By the time the poor billing rep got on the line, I was ready to bite the head off a rattlesnake.
Mobile effect
Remember that mobile phones are designed to deliver human voices, not digital sounds. When the cell phone meets with any other type of noise, it doesn’t process it as well. Test your hold music from a cell phone.
Opt out
Don’t assume that everyone is in the mood for a sing along. The caller may be putting you on speaker phone and not want to burden those around him or her. Include an “opt out” feature.
Check back in
A little music can take the edge off, but don’t neglect the caller. Check back periodically and thank them for waiting.
Try these hold options
Hold time is valuable because while the person is waiting, you have their attention. They’re thinking about why they called even if they’re doing something else while they wait.
Silence
If you don’t use any hold music, you are missing the opportunity to make a brand impression. However, no music is better than bad music.
The “beep beep”
Have you ever heard that hold recording of just two periodic beeps, one right after the other, and then silence? It serves to indicate that the call wasn’t dropped.
The “beep beep” is cute because it reminds me of my kids’ toy robot. Not everyone may feel this way. And, given the choice of real music versus the beep beep, go for music.
Muzak
Advisors, don’t do this.
You know what “muzak” is, right? It’s that boring background music of songs like “Kokomo” by the 1980s Beach Boys that plays in the background when you go to the dentist.
And you know how much we all love the dentist!
Pop music
This may go with your brand if you’re going for an invigorating effect. But before you present your caller with “Wannabe” by the Spice Girls, consider that finance is still a conservative field. Your credibility may be called into question.
However it could be useful to try to get people in an inspired mood. I’d love to hear “Eye of the Tiger” or something uplifting.
News
Ah yes, you portfolio manager types are thinking why not thrill my caller with exciting financial news clips while they wait? Because it’s incredibly boring. And, if the caller has any interest in the markets they’ve already heard it by now anyways.
Interest rates, policymakers, blah blah blah.
You could offer some news, but make sure you pepper it in as opposed to letting it drag on. Present a clip and then break to some music.
Promotional message
Some people suggest using hold time as an opportunity to promote your brand. This is the common mistake of telling everyone how great you are before you get the chance to listen to them. Not a big fan.
Mini podcast
While they wait on hold, people are somewhat thinking about why they called. You have their attention.
Why not present something topical, almost like a mini podcast? For example, in April you can have some tips about tax filing. In August you can have some tips about back to school shopping bargains.
Why not? I wouldn’t mind listening to hearing an advisor come on and speak in a funny, cool way about something that might help me in my life.
Sara’s upshot
Give your callers a new experience. Hold music is widely underused as a great way to develop your brand and set yourself apart.
For more advisor marketing ideas, please check out my membership where I can teach you to slay on LinkedIn.
Sara Grillo, CFA, is a top financial writer with a focus on marketing and branding for investment management, financial planning, and RIA firms. Prior to launching her own firm, she was a financial advisor and worked at Lehman Brothers. Sara graduated from Harvard with a degree in English literature and has an MBA from NYU Stern in quantitative finance.
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Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.