customer experience message on hold

The Role of On-Hold Messaging in Sales Conversion 

Despite the many benefits of on-hold messaging, this cost-effective marketing service frequently gets overlooked as a valuable sales tool by many businesses even today. Rather than taking full advantage of this prime marketing resource, they opt for repetitive, bland hold music occasionally interjected by a generic message that monotonously and insincerely thanks callers for their patience. This type of on-hold experience is one most callers despise, yet surprisingly, many businesses still subject their prospects and customers to it daily. Consequently, ignoring the impact on-hold messaging has on callers leads to a missed opportunity when it comes to converting sales. 

The Reality of Hold Times  

Let’s face it – hold times are an unavoidable reality for most businesses, especially those with high call volumes. Queue delays are caused by staffing variations and call surges that occur in even the most efficient call centers. But there’s a silver lining: During these hold periods, you have a captive audience of prospective customers just waiting to hear more about your business – your products, your services, and your solutions to their pain points. 

Using Hold Time to Your Advantage 

Rather than subjecting callers to dead air or the same looping, mind-numbing music track, creative on-hold messaging allows you to continue marketing to these prospects. Professionally produced message-on-hold programs can educate callers about your products and services, answer frequently asked questions, and get them primed to make a purchase once a live agent is available. 

The key is having well-crafted segments that deliver compelling information in a succinct and engaging manner. In addition, your messages should be updated frequently to keep the content fresh and in line with your current promotions and marketing campaigns. 

Converting More Callers to Customers  

Effective on-hold messaging increases the chances that a caller will be converted to a customer. Why? When a caller’s on-hold experience is filled with valuable information, they feel the company respects their time and has taken important steps to ensure a productive interaction. As a result, they are often more open to making a purchase. On the other hand, callers subjected to silence or repetitive music can become frustrated and may even hang up before being helped by a live agent. Or they may develop a negative impression of the company right from the start, making a sale that much harder. 

Making the Most of Your Company’s Hold Time 

Of course, implementing an effective Message-On-Hold strategy requires an investment of time and resources. Messages need to be professionally written, voiced, and produced. They also need to be updated regularly to stay current and sustain their marketing potential. 

The good news is an experienced Message-On-Hold provider can handle all aspects of on-hold messaging for you. From creative concept to audio production to content update reminders, your provider will make it seamless to leverage this often-overlooked marketing asset. 

The bottom line is that every interaction with a prospective customer is a chance to gain their trust and win their business. Don’t let your callers’ time on hold go to waste. Instead, transform that time into a strategic sales opportunity through effective on-hold messaging.  

Ready to convert more sales through the power of on-hold marketing?  

Contact us to get started. 

Key Takeaways: 

  • On-hold messaging is a powerful sales conversion tool that many businesses often overlook. 
  • On-hold programs solely consisting of repetitive music and generic messages are typically disliked by callers and do little to increase sales conversion potential. 
  • During hold times, businesses have the opportunity to prime a captive audience for purchases through strategic messaging. 
  • Professionally produced Message-On-Hold programs that provide beneficial information result in callers feeling valued and more open to buying. 
  • Updating on-hold content regularly keeps it fresh and aligned with your latest promotions and campaigns. 
  • Working with an experienced Message-On-Hold provider ensures professional audio quality and essential content updates. 
  • Every interaction, including hold times, presents an opportunity to build trust and convert prospects to customers. 
  • Implementing effective on-hold messaging is a cost-effective way to transform a negative experience into a strategic sales opportunity. 


Q: Why is on-hold messaging important for sales?  

A: On-hold messaging allows you to continue marketing and nurturing sales opportunities during those inevitable hold times when you have a captive audience. Rather than subjecting callers to silence or a monotonous music track, strategic messaging keeps them engaged and primed to buy. 

Q: What kind of content works best for on-hold programs? 
A: Effective on-hold content educates callers about your products and services, answers common questions, highlights promotions, and presents a compelling case for why they should purchase from you. The messaging should deliver valuable information in an engaging, concise manner. 

Q: How often should my on-hold messaging be updated?  

A: To stay relevant, on-hold messaging should be updated frequently – at least quarterly if not monthly. This allows you to align your messaging with new marketing campaigns, product launches, and timely offers while preventing the content from becoming stale. 

Q: My company’s call volume is low. Is on-hold messaging still worthwhile?  

A: Absolutely. Every interaction with a potential customer is an opportunity to make a positive impression and move them along the sales funnel. Even if you only have a few callers on hold daily, capitalizing on that time can pay dividends. 

Q: Isn’t creating on-hold messaging difficult and expensive?  

A: Due to the time, resources, and level of expertise required, producing professional-quality on-hold programs in-house typically isn’t feasible. However, working with an experienced Messaging-On-Hold provider makes it an affordable and seamless process for you and your staff. Your provider will handle all aspects from creative content to audio production to scheduled updates.