News

For Metro DC Businesses, On-Hold Technology Delivers a Strong Message


Affordable, proven technology enhances brand image and communicates your value proposition


Alexandria, VA — October 27, 2009 — During a recession, businesses often cut marketing budgets. Yet organizations that stay focused on marketing during the tough times can position themselves for faster growth as the economy improves. Unfortunately, small and mid-sized businesses typically miss this opportunity.

The Washington Network, Inc., a leading provider of business phone systems and managed IT services in the Washington, DC metro area, is helping its clients achieve cost-effective marketing results with on-hold messaging technology.    

A number of studies illustrate the marketing power of on-hold messaging – and conversely, the negative impact of silence while on hold.  Voice Response Magazine reported that 60% of callers will hang up when placed on silent hold for longer than 40 seconds. Even worse, 34% of those callers never call back. 

By replacing silence or on-hold music, on-hold messaging helps companies enhance their brand image with a professionally delivered presentation of key messages. It delivers those messages to high-value, targeted audiences. Perhaps most importantly, it keeps customers who are on hold from hanging up.

“On-hold messaging is not a new technology or marketing concept by any means,” explained Rick Endres, president of The Washington Network. “The surprising thing is that so many companies that could really benefit from it aren’t using it.

“With dead air or elevator music, you risk losing prospective customers forever. You miss an ideal opportunity to deliver important information to someone who has chosen to call you. These are people who really wants to do business with you. Don’t disappoint them.”   

One element in an integrated plan

Companies that develop effective on-hold messaging programs as part of their integrated marketing plan reduce caller abandonment. They can cross-sell products and services, educate customers on important issues, and promote discounts, upcoming events, awards, new services and locations.  With on-hold technology, companies can customize messages in order to target specific market segments.

For example, a 20-something who calls an 800-number hears a message designed to specifically respond to her needs. A retiree calling the same company, but on a different 800-number, hears a message customized for his age group.   

“As a technology advisor for our clients, we’re always looking for proven solutions that increase profitability, productivity and company image,” says Mr. Endres.  “Once we identify the business objective, and consider branding implications, we can show clients how to develop a strong on-hold message program. 

“When customer or a prospect demostrates interest by calling you, your really want to make the most of the opportunity. Companies with on-hold messaging report increased sales and satisfaction levels. And it’s all because your message has a better chance of getting through.”

About The Washington Network, Inc.


Founded in 1987, The Washington Network, Inc. in Alexandria, Virginia, provides VoIP phone systems, computer networks, IT support and other technology solutions for associations and businesses in the Washington, DC Metro area.

Serving clients without a large in-house IT staff, The Washington Network lowers operating costs while increasing worker productivity. The company’s flat-rate managed services include remote network monitoring, preventive maintenance, help desk, redundant back-ups and on-site support.

A member of the Alexandria Chamber of Commerce, The Washington Network has been honored as the Chamber’s Professional Service Business of the Year. Through its strategic membership in the Technology Assurance Group, The Washington Network serves and supports clients with multiple locations across the U.S. and Canada.

The Washington Network is located at 30 South Quaker Lane, Alexandria, Virginia 22314. For more information, call 703.212.7100 or visit www.WashingtonNetwork.com.