Be sure to scrutinize the script of the proposed on-hold vendor. It's obviously pretty easy to crank out an unimaginative script. Ideally, you want a script which uses the "theater of the mind" of the caller to visually create an image of the product or service. Once your caller has created that internal visual image, every time they "visit" that image in their mind, your business's name will be associated to with that image.

Using the Hold button as an effective marketing tool works best, if you:

• Make sure the message is not presented as an obvious advertisement.
  
  
• Keep the messages brief and to the point.
  
  

Generate interest in a product or service. Rather than saying, "Buy this product now! " Or just listing your products or services" (which I might add is one of the main reasons many callers think on-hold messaging is boring) Instead, use your time to talk about some of the benefits of that product. Show your customer how to use it or offer some interesting tips on the easy maintenance of the item.

When scripting be sure to stay away from on-hold cliches or the dreaded "thank you for holding". Rather than reminding your caller that the reason they are so important is that they are on hold, use this time more effectively by setting the stage for a friendly, trusting relationship with them.