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201 GREAT IDEAS for Your SMALL BUSINESS, Third Edition by Jane Applegate

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GREAT 98 IDEA: Market to Callers on Hold

The average caller waits 45 seconds on hold before reaching a live customer service representative, so why not turn that annoying wait time into a marketing opportunity?

New York City–based Impressions on Hold (http://www.iohi.com) is an industry leader in the messages that are played while on hold. It started as a franchise about 15 years ago and now has about 30,000 big and small clients. Clients submit scripts to be recorded by voice-over professionals in Tulsa, Oklahoma. It costs about $1,200 a year for Impressions to record an unlimited number of scripts, which can be recorded in English or other languages.

“One of the beautiful and wonderful things is that we appeal to clients across the board,” ...

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