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Big Tom LaPointe

Big Tom LaPointe Digital Marketing Consultant

Exclusive Blog Posts

The Q1 Inventory Glut - Expert Insight

The Q1 Inventory Glut - Expert Insight

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Most Valuable Insight WINNER - Ian Curickshank

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Carly or Carli – testing makes a difference in Live Chat – and the showroom

More than a dozen years ago, I learned a priceless life lesson from Grant Cardone – to use proven sales techniques “every day, every time, without fail, no exceptions”.

CarChat24 Testing increases leadsBut before you get to the point of this magical consistency he teaches, you have to discover what works – and what doesn’t in your situation. What definitely doesn’t work very well is a team of salespeople and managers who have one year of experience five to ten or more times, rather than several years of growth. Salespeople who ‘wing it’ may end up with a certain amount of success, but just like a novice in Vegas who gets lucky with an unadvised hit on 18 or 19 at the blackjack table, ‘winging it’ eventually fails.

Carly with a ‘Y’ or Carli with an ‘I’?

The reason for asking about the differences in Carli’s is that it actually makes a difference (FYI – with an ‘I’ garners better response). The scientific testing methods we use to test Live Chat details actually show that even something as seemingly insignificant as one spelling actually affect the outcome. How many salespeople or managers make the conscious effort to sharpen their skills to the point of knowing which greeting is more effective, which walk-around points elicit the most emotion, or the specifics of price discussion that close the most deals? A high-achiever recently pointed out to me that he was the ONLY one taking notes in the weekly meeting because he uses this kind of attention to detail to stay atop the car sale board.

Because ALL we do is provide live chat services and software to dealers, we can tweak each element of the customer experience without compromising lead acquisition count or shopper satisfaction. But this also works in the showroom. Times change. Buyers change. Technology changes. Why shouldn’t word tracks?

Legendary trainers, Jackie B. Cooper and Grant Cardone wouldn’t have developed their systems without adapting their approach until they knew it was effective and it worked  and then used it every day, every time, without fail – no exceptions.

How to grow

Examine every aspect of your customers’ experience to figure out your ‘best practices’. First, correct those points that need immediate attention, THEN start looking for ways to improve best practices to make them even better so you can sell more cars and stay on top of the competition.

Check out Jeff Sterns, CarChat24 VP of Sales and Business Development, at AutoCon 2013 in Las Vegas


Tom LaPointe

Interactive Media Manager / Industry Analyst
24/7 Interactive Automotive Dealer Website Chat Solutions
Hosted or In-House Options – FREE web chat software

Tom has an MBA in Marketing and is an automotive writer and author with more than 15 years experience in virtually every aspect of the retail auto industry. He has been a performance leader in everything from sales and service, to web development and viral marketing. / /

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