CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Emails, voicemails, even leads don’t sell cars. Conversations do. And in this mobile first world, it’s smart to pay close attention to how you approach those conversations. Mobile has crept in almost everywhere: 95.2% of the millennial generation will have mobile phones by the end of the year, and the 35-44 and 45-55 age groups also strongly embrace this technology.
With current and future buyers mobilized, dealerships have to keep up. Many are creating mobile websites, mobile ads and mobile apps, but appealing to the mobile shopper isn’t just about the tech. It’s a conversational mindset you need to develop.
Did you know you’re already being trained in this way of thinking? Just pull out your phone. You probably have zero unread text messages but a stack of emails waiting. Even studies by Nielsen show that 97% of mobile subscribers will read an SMS text message within 15 minutes; 84% will respond in an hour. That embodies the right-here-right-now immediacy that people love about mobile tech in general...and are starting to demand when they’re car shopping.
To meet that demand, treat mobile shoppers like they’re on your lot. When’s the last time you met an in-store customer, copied down their contact information, and sent them on their way for you to contact later? It won’t work for mobile shoppers either...as a matter of fact, they’re probably less inclined to wait for answers.
Gathering contact information is better than nothing. But why turn a customer ready to talk about a car now into someone you’ll get back to later—an email buried in an inbox, or a game of phone tag you may not win. Wouldn’t you rather have a quick, real-time conversation with someone right as they’re shopping and making decisions on the go? That could be a hot lead, possibly an up.
After all, your mobile shoppers have immediate access to information about your dealership—and your competitors—right on their smartphones. They expect real-time access and answers even if they aren’t standing in front of you. So give them what they need before they go to the dealership down the street.
There are numerous solutions (like dealer chat and mobile text) that allow you to message your mobile shoppers back and forth “right here, right now.” Technology makes it possible. You, the dealer, make it happen.
Learn more about creating a live, 24/7 presence with live chat and mobile text.