Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Contact At Once!

Contact At Once!

Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

Mobile Click-to-Call vs. Tap-to-Text: Controversial or Complementary?

46f7aedbf2eb0d559c8d25d55e8618da.jpg?t=1​A July 2014 Automotive News article sang the praises of phone calls over email and form leads, citing faster responses and ease of use via mobile. What it didn't point out, though, is that text-based, one-to-one messaging is worthy of a verse or two as well.

Going Beyond Click-to-Call

Don't get me wrong...phone calls are a vital part of your dealership (and super easy to initiate on smartphones), but a recent 2014 Marchex study says only 14% of calls are about new or used vehicles; the vast majority are service oriented. Many shoppers seem to put off calling in the research phase, perhaps because car shopping tends to be done in spare moments when they can't make a call or don't want to.

With that in mind, offering an alternative way to get information-something faster and easier to do on a smartphone than emails, but less hassle than sitting on a call-might get you in touch with consumers earlier in the shopping process.

Considering today's mobile-oriented society, texting definitely deserves your attention as that alternate.

Tapping into Dealer Text

Texting's rising popularity as a consumer-to-business communication isn’t all that surprising when you consider it's native to the phone that likely follows you from bed to work, school or play, and home again. Here’s how some dealers are tapping in, according to Contact At Once!'s recently released 2014 Dealer Survey results:

  • 92% of salespeople who took the survey say they personally text with customers.
  • 94% of respondents who expressed an opinion say they’d miss opportunities if they didn’t use SMS texting to communicate with customers.
  • 75% say they’re more likely to get a response from a lead when they follow up via SMS vs. a phone call.

Just keep in mind that while one-to-one texting can be a great way to interact with customers, there are still regulations businesses have to follow. For example, if you don't have a way to track those texts conversations or ensure proper opt-in, opt-out and permission procedures, your risks of potential non-compliance with TPCA regulations rise significantly. 

With the right texting solution, though, your dealership can start to address those issues and begin reaping the benefits, from texts’ inherent mobile convenience to their follow-up and conversion potential. (Almost 1 in 4 identifiable shoppers who texted with a dealership ultimately purchased a vehicle, per a 2014 IHS Automotive analysis.)

An additional way to encourage shopper interactions and give your sales team more opportunities? Yes, please.

Carl Maeda
This is right on and don't forget about chat either. The younger Gen Y prefers text messaging. The one big drawback to text messaging is all the legal regulations. You have to have a policy in place to control the texting if you want to limit your liability. Or you can have a software solution in place that doesn't give out the customers phone number to your sales people. Everything can go through your texting platform and you can turn off access when you want to.
Aaron Hassen
Thanks for responding, Carl. Yes, you cannot forget about chat - which is also available on mobile devices. It's so important for dealers to offer multiple options of contact to meet shopper preferences. The trend on mobile is clearly instant messaging as email and lead forms continue to decline. It's not that phone calls compete with instant communication on mobile devices, its just that texting (for instance) is efficient, convenient and less of a commitment for many.
Grant Gooley
Love the post! Texting is becoming more and more comfortable for people. A CTA for texting makes a ton of sense. Love the phrase as well "Tap-to-text".
Thomas Ieracitano
I love the 'Tap to Test' as well. I am just a little reluctant to go to a mass text platform due to the regulations.
Robert Karbaum
There is a window of opportunity to harness the power of "Text" software, while avoiding SMS legislation. I may be wrong, but I believe aps like "WeChat" are outside the law in terms of txt messaging because they are not actually using a SMS (Short Message Service). It's just a concept, but I'd love to see some research on the viability.

 Unlock all of the community & features  Join Now