Buying a vehicle is a big decision, and the customer experience starts long before someone walks into your showroom. Every phone call is an opportunity to make a positive impression, answer questions, and give potential buyers another reason to choose your dealership.
A professional message on hold helps you make the most of that time. Instead of leaving callers listening to silence or repetitive music, you can share useful information about your vehicles, services, and current promotions while they wait.
Whether you operate a small pre-owned dealership or manage multiple locations, on-hold messaging can help keep your dealership top of mind.
What Should Your Dealership Include in Its Message on Hold?
Your message on hold can do more than let callers know their call is important. It gives you a chance to highlight what your dealership offers and encourage customers to ask about products or services they may not have considered.
Here are some ideas to get you started.
1. Showcase Your Vehicles
Give callers a reason to learn more about what’s available on your lot. Depending on your inventory, you could highlight:
- New makes and models arriving soon
- Pre-owned vehicles and featured inventory
- Available trim levels, sport packages, and accessories
- Fuel-efficient models and electric vehicles
- Seasonal options, from convertibles in summer to all-wheel-drive vehicles for winter
Keep inventory-related messages current so callers aren’t hearing about vehicles or offers that are no longer available.
2. Promote Your Service Department
Your relationship with a customer doesn’t end when they drive away. Use your message on hold to remind callers about the services available through your dealership, such as routine maintenance, repairs, detailing, or seasonal vehicle preparation.
You can also share information about service specials or encourage customers to contact the appropriate department for details.
3. Highlight Financing and Special Offers
If your dealership has current promotions, your on-hold message can help spread the word. Consider featuring:
- Limited-time offers on selected vehicles
- Financing promotions
- Manufacturer incentives, where applicable
- Trade-in opportunities
- Warranty options
Make sure promotional messages reflect the current offer and include any necessary conditions. Update or remove them when the promotion ends.
4. Share Useful Dealership Information
Not every message needs to sell something. Helpful information can make the caller’s experience smoother while introducing customers to more of what your dealership offers.
Consider including your website, department hours, location details, or information about how to reach sales and service. You can also highlight customer amenities or explain where callers can find details about your current inventory.
Keep Your Message Relevant and Up to Date
Your dealership’s priorities change throughout the year. New inventory arrives, seasonal service needs shift, and promotions come and go.
Review your message on hold regularly to make sure the information is accurate and relevant. You may want to feature winter vehicle preparation in the fall, highlight summer-ready vehicles in warmer months, or update your message when a new promotion launches.
A well-planned rotation of messages helps you share several useful points without overwhelming callers with too much information at once.
Could Manufacturer Partnerships Help with Costs?
Dealerships may be able to work with manufacturers or suppliers on approved co-operative marketing opportunities. If you’re interested in promoting a specific product or manufacturer offer in your message on hold, ask your representatives whether funding or cost-sharing is available.
Eligibility and program requirements vary, so confirm the details before planning your campaign.
Make Every Call an Opportunity
Your dealership puts thought into creating a welcoming showroom experience. Your phone experience deserves the same attention.
Professional message-on-hold recordings let you communicate with callers while they wait, highlight relevant offers, and introduce them to the vehicles and services your dealership provides.
At On Air Audio Services, we create professional audio for business phone systems, including message-on-hold recordings and IVR telephone greetings. We can help you develop messaging that reflects your dealership and gives callers useful information while they wait.
Ready to put your hold time to work? Contact On Air Audio Services to discuss your message-on-hold needs.
