If it is a genre, hold music, it's fair to say, is a troubled one with few hits. It's not really meant to be loved or even listened to — it's meant to communicate something specific: Don't hang up. (Cornell makes this plea specifically at the end of his song.) Silence is believed to be a death knell for phone calls — people will simply think the line is dead and hang up. This is true even on non-hold calls; it's why phone companies transmit something called a "comfort tone" over phone lines, a barely audible synthetic noise that signals a connection is still there.
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When your company phone rings that caller becomes a prospect. That brief time, spent on hold, can be an extremely powerful marketing tool; and the difference between gaining a client and losing a client. Our approach to on-hold messages is simple: Combine a captive audience with skillfully crafted ads, the right audio image and real marketing objectives and you'll hit a home run every time!
Forming first impressions is an important part of building strong relationships with people. Many times, the first contact between a customer and your business is on the phone. It is estimated that 70% of business callers experience some type of hold time and that time spent on hold can be the first impression of your company. This can influence whether your caller chooses to do business with you.