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You have a place in your business where clients or prospects visit each day. Often overlooked, it is a waiting area that sits on every desk in your office, yet it remains, for many businesses, a drab, undecorated "room." It can be an inviting, welcoming place, filled with interesting information about your firm, and even entertaining. Or it can be unfurnished, silent, drab, and disconcerting.

That waiting "room" I speak of is the hold circuit on your telephone system. Every business has one, and unfortunately 90% of businesses ignore that room altogether. Yet it is a room filled with potential new and add-on business that is yours just for the asking.

Every time you place a caller into the Shadow Waiting Room (on hold), you put them in a cold, dark, silent, and mysterious place if they wait… and wait… until the call is picked back up. It is interesting to note that a survey a few years ago found that 85% of callers to a business who were placed on hold said they preferred to hear mini-commercials rather than music only or dead silence. What makes this even more impressive is that 10 to 15% of those said they had bought something extra that was advertised while they waited.

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