Turn Waiting Time Into Wow Time
What callers hear while waiting on the phone can shape their impression of your business. Use that time to sound current, helpful and consistent with your brand.
NEW YORK – A ringing phone is a chance to make a good impression or a bad one. What do your customers hear while they're waiting?
If it's scratchy music or a robotic message from 2017, you're wasting valuable time and attention. Your caller might already be annoyed about waiting. A weak on-hold message just makes it worse.
Smart businesses treat on-hold messages like part of their brand. They use that wait time to sound professional, helpful, and current. That small shift can improve how people feel about calling your business.
Want to turn hold time into a win? Keep reading.
Keep it short and fresh
Long messages drag. Outdated ones? They make your business seem like it's on autopilot. That's one reason callers hang up before anyone picks up.
Hold time isn't the place for a history lesson or your company's full backstory. Stick to what's useful right now. That might be a current offer, seasonal info or updated business hours.
If your caller hears the same message every time they call, that's a problem.
Make it match your brand voice
If your brand is friendly and upbeat online, your phone message shouldn't sound cold or formal. That mismatch is confusing. People want consistency. It helps them trust your business.
Use the same voice and tone you already use in your emails, ads or website copy. If your social media uses casual language, then a stiff, robotic message feels out of place. On the flip side, if you're a law office, a cheerful tone might seem out of touch.
That means your on-hold messages should feel like an extension of your team. Some businesses even let the same person who voices their radio or social ads handle their phone scripts to keep it consistent.
Skip the elevator music
That scratchy, generic hold music? It's not doing you any favors. It could be annoying your customers more than silence would.
People recognize stock music easily. Most of it sounds dated, or worse, overused. If someone is calling several businesses, you might sound exactly like your competitors, and not in a good way.
Now, this doesn't mean you need to become a music producer. Just be a bit selective. You can use royalty-free music that fits your vibe or talk to a service like On Air Audio Studios, which offers custom audio and scripting.
Use it as a marketing tool
Callers are already on the line. They're paying attention, at least a little. This is your chance to highlight what you do best without sounding pushy.
Think of it as a soft sell. Instead of forcing sales talk, just mention things that might help the caller or spark interest. That includes new services, events, or even limited-time specials.
Some businesses use this space to answer quick questions, like how to book online or find support info.
This approach can also help reduce future calls since customers might hear the answers they're calling about. It's a small touch that, over time, adds up.
Get to the point quickly
Nobody likes waiting. So, hearing a message that rambles or starts slowly only adds to the frustration. You don't have long to make a good impression; usually, just a few seconds.
Start strong. Lead with something useful, like your hours or a current special. Avoid long intros like "Thank you for calling XYZ, your trusted partner for over 20 years..." It might sound polite, but it doesn't tell the caller anything new.
Think about the caller's mindset. They're holding a phone, waiting for help. That means your message should serve them, not promote your business history. Fast, clear and helpful always wins.
Prioritize sound quality
Even the best script sounds bad if the audio quality is poor. That might seem minor, but it affects how people perceive your business.
Scratchy recordings, background noise or weird volume levels make your company sound unprofessional. It's like wearing a wrinkled shirt to a client meeting-not a good look. That's why many businesses now work with professionals to get clean, polished recordings.
Clear sound is more pleasant to listen to, which can make long hold times feel a little less frustrating. It also helps the caller focus on what you're saying.
Include a call to action
You've got their attention. Don't waste it. End your message with a simple call to action (CTA) that tells the caller what to do next.
It doesn't have to be salesy. The best CTAs are the ones that sound like friendly nudges.
As an example: "Be sure to ask about our summer maintenance package when we return." That kind of CTA guides the conversation and helps your team stay focused when they pick up the call.
Without a clear CTA, callers just sit and wait, which makes the message feel less helpful, even if it's well-written.
Make your on-hold messages part of your brand
Callers shouldn't dread being placed on hold. With a few smart updates, on-hold messages can build trust, drive sales, and make your brand more memorable. The tips in this article help you stay modern while giving your customers something useful or engaging to hear.
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