Holding Power - by Peter J Turpel (Paperback)

Book Synopsis

If Alexander Graham Bell could see today's communications marvels, says Peter J. Turpel, he'd want to know one thing: Is the technology bringing us closer together, or is it separating us?

As president of Phone On-Hold Marketing Systems, Turpel has emphasized the human touch since founding the company in 1984. The telephone, even in this age of digital diversity, is the ultimate communication tool - but one that businesses often fail to appreciate. With an on-hold network, they have an indispensable opportunity to build relationships, loyalty, and the bottom line.

A company's marketing efforts - all those ads, promotions, mailings - focus on getting that phone to ring. And once it rings, your company must cultivate the caller. On-hold time is inevitable, but it's not being on hold that people dislike. They dislike being ignored. They want respect for their time. They're annoyed by an insincere "we're sorry you're on hold, we appreciate your business," followed by inane music or silence.
There's a better way.

A professional on-hold presentation is productive and entertaining - and skillfully builds the brand so essential to sales. Callers on hold appreciate useful and engaging information. They want to do business with a company that shows it cares about them. This is an opportunity to build relationships to keep them coming back. It's the perfect time to tell callers what's unique about your company - what sets you apart and what special promotions you're offering. You can engage and intrigue them rather than frustrate them.

"Turpel knows what works!"

And he knows busy executives don't have time for do-it-yourself systems that fail to deliver. They are learning that the technicians who design the phone systems are not the ones with the marketing savvy to use them to best advantage. They are learning that professional studio productions pay dividends in building customer relations.
Peter J. Turpel can show you how an on-hold system can help you stand apart from your competition for a huge return on investment.

Review Quotes

"On-Hold Marketing is a vital marketing tool, and Pete's approach to it is right on target. This book is for any marketing pro who understands the value of communicating with customers."
-Jerry Brown, president, BusinessVoice

"Turpel has been one of the real pioneers of this industry. Every marketing person would do their company a big favor by adopting his recommendations!"
-Allen Gaughf, president, Commercials On Hold

About the Author

Peter J. Turpel is founder, president and chief executive officer of Phone On-Hold Marketing Systems (www.phoneonhold.com) with clients throught the United States, Canada and Pureto Rico. A former radio personality who spun the Top 40 and hosted morning and afternoon drive shows, he became a pioneer in the early 1980s of the concept of producing on-hold networks, professionally scripted and tailored to the clients' needs. He is one of the founders and has served as chairman of the On-Hold Messaging Association, which sets industry standards for providers worldwide: www.ohma.org