We all know how wonderful live chat is and how it benefits the dealership; however, is it being used effectively? Every chat customer is a potential buyer and should be treated that way. Here are a few common sense tips that you already apply in phone conversations but are sometimes forgotten while chatting:
- Answer a customer’s questions promptly, even if you are looking up information for them. In a phone conversation you’re naturally going to say, “Hang on for a second while I check on that info.” In chat the need to acknowledge the customer is even more important because they can’t hear that you are actively doing something and might think you forgot about them. In the ContactAtOnce client you can use the predefined Status shortcuts to help you out, for instance “Bear with me a moment while I look that up.” Is the very first shortcut in the Status group.
- Be polite and professional. In a phone conversation, if a customer gets heated and begins to raise their voice, you remain professional and do not raise your voice back. The same goes with chat, you do not have to YELL just because the customer is YELLING. Your attitude could make or break the customer’s experience and could send them, and their money, down the road to your competition. You would never want your receptionist to answer the phone “ABC Dealer, what do you want?”, just as you would never answer a chat “You’re bothering me, what do you need?”. As your mom said, “Be nice and saying please and thank you can go a long way”. And remember that if you use another application that requires caps to turn off your caps lock when you answering the conversation.
- Tell the customer who you are. Just as you would on the phone, say “Hi, My name is ___”. Usually the customer will respond with their name, and you didn’t even have to ask. Now that you have their name, it will be easier to get their contact information later in the conversation. For example, if the customer asks if a certain vehicle is available, you can say “Mark let me check on that for you, but it could take several minutes. Can I call or email you when I have the information?” Since they asked the question, they want the answer, and will usually give you their contact information.
Chat! It’s a simple way to communicate with your site visitors. I read a transcript yesterday that proves that if you are willing to provide information and then ask for information you will be successful. I read so many transcripts where the visitor says “do you have this vehicle” and the dealer replies “No”. What is that? Were you trained to do that? I hope not. I have always been trained to never say “no” without giving an alternative or solution to the problem. So here is how it should read “do you have this vehicle” reply: “We don’t, but I have something very similar. What was it about that vehicle you liked most”. I now have the warm fuzzies because it sounds like you are willing to help and that you care.
When you ask questions for your own good that shows me you have your own agenda. You can ask your questions just check your methods. Have a process in place and be willing to adjust it as time goes on. Stick to your plan and watch your sales grow.
When my wife and I planned our wedding we wanted to get married in St. Lucia. We had a concern that they do this everyday and it wouldn’t be special. Well, after speaking with them they seemed to care so much like we would be the only ones getting married. They did 5 weddings that day but we never felt like we were just 1 of 5. We sell cars every day but these people only buy cars every couple years and maybe longer. Remember, take your time and educate these people. We have made buying a car so difficult.
I have a store that is absolutely blowing everyone out of the water and they are not hurting at all. Why? They handle questions properly. It’s that easy. They are willing to answer questions and build rapport. Are you willing?
Since Sales Managers have access to every conversation your sales people have, be sure to manage your people on IM. Make sure your dealership’s IM customers are being entered into your CRM/ILM program (ContactAtOnce! supports this integration automatically if so configured). Go over daily, or weekly, the conversations that your sales people have with customers. Instruct your salespeople on how they could have handled a situation differently, or give them advice on how to proceed. Most importantly, make sure your sales people are following up and tracking these customers. The ROI should be fairly high with an IM program based on my experience.
Here are samples of conversations good bad and the ugly:
Transcript A:
[10:19:29 AM]<Salesperson>e Hi, how are you? How may I assist you?
[10:20:08 AM]< Salesperson >hello?
[10:20:46 AM]<Customer>I am trying to locate a Crew Cab Tacoma with a 6ft bed do you have any in stock?
[10:21:13 AM]< Salesperson >yes we do
[10:21:34 AM]<Customer>Is it New and what color is it?
[10:22:05 AM]< Salesperson >We have a couple in stock, what color are you looking for?
[10:22:40 AM]<Customer>White preferably and I’m looking for a 6ft bed not a 5 ft.
[10:23:08 AM]< Salesperson >ok ill have to check and see if we have one in stock
[10:23:20 AM]< Salesperson >would you like me to call you with more details?
[10:23:37 AM]<Customer>ok Thanks you can can me at XXX 598 8881
[10:23:45 AM]<Customer>wait to hear from you
[10:24:01 AM]< Salesperson >ok i will be calling you shortly
[10:24:07 AM]<Customer>bye
Transcript B:
[12:14:56 PM]<Salesperson>Hi, how are you? How may I assist you?
[12:16:17 PM]<Customer>I saw on the television you were offering 0% interest and 60 months, does that go for 2009 Toyota Sequoia’s?
[12:17:06 PM]< Salesperson >yes we have 0% for 60 monthes on the 08 sequoias
[12:17:31 PM]<Customer>Only on new 08 autos
[12:17:59 PM]< Salesperson >Yes, we currently only have 08 Sequoias….we haven’t gotten any 09 models yet.
[12:18:26 PM]< Salesperson >We have great incentives on the 08 models
[12:18:44 PM]<Customer>We have purchased two new Toyota’s there in the past and my wife would want to trade in her 2005 4 Runner, does that still count?
[12:19:21 PM]<Customer>What incentives? I looked at your prices online, logic dictates that their negotiable.
[12:19:36 PM]< Salesperson >Yes sir, the prices are negotiable
[12:19:49 PM]< Salesperson >the incentives are as follows:
[12:20:02 PM]< Salesperson >$3000 rebate
[12:20:17 PM]< Salesperson >or 0% apr for up to 60 monthes
[12:20:19 PM]<Customer>Are the only colors available from what you see online. $3k even with a trade-in?
[12:20:36 PM]< Salesperson >yes sir even with a trade in!
[12:21:02 PM]<Customer>One min, I want to ask about a specific vehicle.
[12:21:09 PM]< Salesperson >sure
[12:24:46 PM]<Customer>Is that $3K off any new 08?
[12:25:50 PM]< Salesperson >any new 08 Sequoia….but we have rebates on every 08 vehicle on the lot
[12:26:10 PM]< Salesperson >the amount depends on what type of vehicle…
[12:27:11 PM]<Customer>Then I would assume that the price is still somewhat negotiable even with $3K rebate and trade-in. I mean ya’ll are asking in the $50K range for them.
[12:27:53 PM]< Salesperson >yes sir…when can you come in and take a look at our inventory?
[12:29:02 PM]<Customer>I might come in this week and is that really you in the pic?
[12:29:25 PM]< Salesperson >yes sir my name is XXXX
[12:29:31 PM]<Customer>I must admit this is a great idea for your website.
[12:29:44 PM]< Salesperson >Thank you sir
[12:29:56 PM]< Salesperson >And your name was?
[12:30:24 PM]<Customer>Ray. Are you a sales rep and do we ask for you?
[12:30:57 PM]< Salesperson >yes please ask for me when you come in…I would be more than happy to help you
[12:31:52 PM]<Customer>Too cool. Fantastic idea, I am impressed. Opens up greater opportunity to increase sales. Hope to see you soon… Ray
[12:32:22 PM]< Salesperson >Ray do you have an email address, where I could send you more information?
[12:33:04 PM]<Customer>XXXX@aol.com
[12:33:40 PM]< Salesperson >Thank you Ray, can you expect a personalized e-brochure on the vehicle from me very shortly….and Ray what was your last name?
[12:33:53 PM]<Customer>Wilson
[12:34:21 PM]<Chelsea Phillips>If you have any other questions you can reach me at XXX
[12:34:40 PM]<Chelsea Phillips>or you can reach me by my cell XXXX
[12:34:46 PM]<Customer>No prob, have a great day and a prosperous New Year.
[12:34:55 PM]< Salesperson >you too Ray!
Here is one where the sales person walked away from the conversation…
Transcript C:
[10:58:41 AM]<salesperson>Hi, how are you? How may I assist you?
[10:59:24 AM]<Customer>im looking for a four door truck do you have any
[10:59:38 AM]< salesperson >yes we do
[11:00:09 AM]<Customer>what years are they
[11:00:24 AM]< salesperson >well are you looking for a used vehicle
[11:00:31 AM]<Customer>yes
[11:00:50 AM]< salesperson >they range from 93 all the way to 2008
[11:01:13 AM]<Customer>2005 and up probaly
[11:01:23 AM]< salesperson >sure
[11:01:37 AM]< salesperson >Im Chelsea by the way
[11:01:51 AM]<Customer>im Danny
[11:02:04 AM]< salesperson >nice meeting you Danny
[11:02:32 AM]<Customer>Im looking for my sister
[11:02:54 AM]< salesperson >your sister?
[11:03:14 AM]<Customer>she wants a full size truck
[11:04:43 AM]<Customer>what are some prices
[11:08:42 AM]<Customer>do you have any specials
[11:08:43 AM]<Customer>hello?
[11:08:44 AM]<Customer>are you there?…
