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.
×
Ketty Colom

Ketty Colom Digital Marketing Specialist

Exclusive Blog Posts

What People Are Looking For In An Auto Repair Shop

What People Are Looking For In An Auto Repair Shop

Those who have been involved in some sort of accident have the next step of finding an auto repair shop. These shops are not all created equal as some are …

One Price Selling – What Are You Waiting For?

One Price Selling – What Are You Waiting For?

Most Dealers are closer to a One Price Selling sales process than they may realize. If you’re an excellent pre-owned dealer you’re basically no…

What Is Your Chemistry With Women Buyers?

What Is Your Chemistry With Women Buyers?

Wow, its December. Last month of the year. Now is the perfect time to begin to reflect on the customer processes, engagement and strategies you have in pla…

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

If it’s time for you to take the next steps in your career, there are some tried-and-true methods that can ensure your success. All business professi…

BDC training for 2017

BDC training for 2017

  We have a service and sales bdc team for each of our stores. One is a Hyundai store and the other is a Chevrolet store. We have Three sales Bus…

Misconceptions of Automotive Live Chat

 

As more consumers are using the web to research and communicate with dealerships before they decide to purchase a vehicle, it is important to understand the value of live chat and the power behind establishing a relationship between the chatter and your dealership. Keep in mind that although your potential customer has access to countless forms of information online, one thing hasn’t changed: until someone gets in a car and drives it, they can’t be sure of their purchase.

There is plenty of literature on the Web that establishes the best practices of live chat for automotive dealers. Watch out for these articles, if they are not from credible sources! Here are some common misconceptions that are found online about live chat and the real facts to help your dealership master the art of chat.

Misconceptions of automotive live chat:

  1. Dealers can sell a vehicle during a chat conversation.
  • FACT: The notion that you can turn a chat into a sale right then and there is ridiculous. Carol Marshall, Director of Virtual Sales at ActivEngage states, “Unlike other commodities, like shoes and clothing, a car is something people need to drive and to ‘experience.’ This cannot be achieved online.”

     2. Asking for contact information too early in the chat

  • FACT: By asking for contact information (full name, email, phone number..etc) too early in the chat you are basically, “closing too early.” And as all Sales Managers know this can be detrimental in the sales process. Instead, you need to be proactive in understanding what the chatter wants as well as their preferences.

    3. Never ignore questions

  • FACT: Around 24% of shoppers online actually buy the vehicle they inquired about. Many questions aren’t black or white and neither are the answers. Ask to clarify the questions instead so your salespeople, the experts, can answer them. Marshall added, “We make them aware of their need to come to the dealership through relative questions. We ask questions in order to get clarification on their request and then, when appropriate, go for a tentative appointment.”

     4. Be persistent by offering promotional materials, direct mails of offers, or by calling them.

  • FACT: Online customers do not want to be bombarded by promotional materials. They want to be contacted to get answers to their questions. By ignoring what they are truly asking for, you are ignoring the customer and negating the 9 + min conversation they had with your online assistant, the VSA.

     5. While chatting, watch your tone in your responses.

  • FACT: Its about grammar, professionalism, and the length of responses that create the “tone.” Every word matters in a chat conversation.

We view our live chat services as more than just a lead providing machine, so we task ourselves with building a relationship with the customer for your dealership so that visitors feel tied to your dealerships. “We are handling the ‘meet and greet’ and some needs analysis, allowing the dealership to do what they do best - sell cars,” Marshall commented.

Ketty - great article! You're points are right on with what I see when dealers are successful with chat. Many of these non-credible sources paint a picture that you'll be closing deals within minutes if you follow the recommendations with chat. All too often I run into improperly executed chat features as I visit dealer websites and the chat feature actually discourages visiting the dealership. Again, great article and very helpful information!

 Unlock all of the community & features  Join Now