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.

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.

I've mentioned numerous times how having a Pinterest account is vital to your social media plan and makes your dealership more likeable as a whole. Well, I found a study online by EyeTrackShop which highlights where the user’s eye is drawn to on a Pinterest page. While most websites draw the users to the left side of the page, on Pinterest it is shifted from the top to bottom.

The study, used the webcams of 600 participants to track their eye movements as they looked at top category and brand Pinterest pages for 10-second intervals. They answered a quick survey about each page after viewing it.

Here are some more interesting results from the study:

• Top pins pop. Pins that were front and center were seen by the highest percentage of viewers.
• Faces attract attention. As with most social media sites, respondents looked at faces on Pinterest at more than objects.
• Profile information isn’t always as noticeable as profile content. Profile image and information may dominate attention on Facebook, but on Pinterest fewer people noticed it than those who noticed content.
• The percentage of people who looked at profile information at the top of brand pages in the study was the same or lower than that of the pages’ most-looked-at pins. On average, this info was looked at second, not first.
• Brand pages are just as popular as category pages. Participants were slightly more likely to say brand pages made them want to repin stuff, recommend the page to friends and tell their friends about it. More of them also said the pages were definitely inspiring and had good pieces of advice.
• People like brands better after viewing their Pinterest pages. The majority of participants said that viewing a brand’s page improved their opinion about the brand and said they were more likely to purchase something from it.

What do you think? Do you have a Pinterest account for your dealership? If not, why? If yes, share your Pinterest link below and ActivEngage will follow your boards! =) 

I've mentioned numerous times how having a Pinterest account is vital to your social media plan and makes your dealership more likeable as a whole. Well, I found a study online by EyeTrackShop which highlights where the user’s eye is drawn to on a Pinterest page. While most websites draw the users to the left side of the page, on Pinterest it is shifted from the top to bottom.

The study, used the webcams of 600 participants to track their eye movements as they looked at top category and brand Pinterest pages for 10-second intervals. They answered a quick survey about each page after viewing it.

Here are some more interesting results from the study:

• Top pins pop. Pins that were front and center were seen by the highest percentage of viewers.
• Faces attract attention. As with most social media sites, respondents looked at faces on Pinterest at more than objects.
• Profile information isn’t always as noticeable as profile content. Profile image and information may dominate attention on Facebook, but on Pinterest fewer people noticed it than those who noticed content.
• The percentage of people who looked at profile information at the top of brand pages in the study was the same or lower than that of the pages’ most-looked-at pins. On average, this info was looked at second, not first.
• Brand pages are just as popular as category pages. Participants were slightly more likely to say brand pages made them want to repin stuff, recommend the page to friends and tell their friends about it. More of them also said the pages were definitely inspiring and had good pieces of advice.
• People like brands better after viewing their Pinterest pages. The majority of participants said that viewing a brand’s page improved their opinion about the brand and said they were more likely to purchase something from it.

What do you think? Do you have a Pinterest account for your dealership? If not, why? If yes, share your Pinterest link below and ActivEngage will follow your boards! =) 

In a recent blog post of mine, I highlighted some research done on mobile ads and if it is worth a dealership to spend money on it. Today, I am here to tell you why you should have a mobile site for your dealership (if you don’t already). Some 12.6% of total website traffic was generated via mobile device in the fourth quarter of 2011, up 102% from the 6.3% recorded a year earlier, according to the Walker Sands Quarterly Web Traffic Report.  Additionally, according to AD:60, having a mobile site is a must and they have compiled an infographic that lists 10 Reasons Why You Need a Mobile Site. “The list should obliterate any reasons against putting mobile at the top of your digital must-haves,” Alex Matjanec said, partner and CMO of AD:60.

So here are the top 10 Reasons you need a mobile site:

1. 8% of all digital traffic comes from smartphones and tablets

2. Most mobile phones in America will be smartphones by the end of 2012

   3.    More and more users are making purchases on their phones

4. The proportion of mobile-only users is even higher in developing countries

5. Mobile commerce is growing fast

6. Smartphone users cover a wide range of demographics

7. Couch Commerce is rising

8. Smartphone users have a higher than average income

9. Mobile sites are important for both physical and digital stores

10. Your normal site is not  thumb friendly!

Still not interested? Well, mobile search queries already account for roughly 15% of all Google search volume across categories, according to Google.
So what are you waiting for? By creating experiences that connect, convert, and engage your audiences you will be sure to attract your tech savvy shoppers as well as provide better services to existing customers. Therefore, in saying that, set up a user-friendly mobile website ASAP! Thumbs are the new fingers!

In a recent blog post of mine, I highlighted some research done on mobile ads and if it is worth a dealership to spend money on it. Today, I am here to tell you why you should have a mobile site for your dealership (if you don’t already). Some 12.6% of total website traffic was generated via mobile device in the fourth quarter of 2011, up 102% from the 6.3% recorded a year earlier, according to the Walker Sands Quarterly Web Traffic Report.  Additionally, according to AD:60, having a mobile site is a must and they have compiled an infographic that lists 10 Reasons Why You Need a Mobile Site. “The list should obliterate any reasons against putting mobile at the top of your digital must-haves,” Alex Matjanec said, partner and CMO of AD:60.

So here are the top 10 Reasons you need a mobile site:

1. 8% of all digital traffic comes from smartphones and tablets

2. Most mobile phones in America will be smartphones by the end of 2012

   3.    More and more users are making purchases on their phones

4. The proportion of mobile-only users is even higher in developing countries

5. Mobile commerce is growing fast

6. Smartphone users cover a wide range of demographics

7. Couch Commerce is rising

8. Smartphone users have a higher than average income

9. Mobile sites are important for both physical and digital stores

10. Your normal site is not  thumb friendly!

Still not interested? Well, mobile search queries already account for roughly 15% of all Google search volume across categories, according to Google.
So what are you waiting for? By creating experiences that connect, convert, and engage your audiences you will be sure to attract your tech savvy shoppers as well as provide better services to existing customers. Therefore, in saying that, set up a user-friendly mobile website ASAP! Thumbs are the new fingers!