Digital Dealer 10: "Your Fingers Are Not Too Fat..." to increase sales with dealer chat.


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Every day online car shoppers use live chat to communicate and interact with dealership salespeople. Wayne Ussery (Jim Ellis Auto Dealerships) and John Hanger (Contact At Once!) answer the tough questions and explain how dealer groups and individual stores can use dealer chat to engage online consumers and sell more cars.

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Digital Dealer 10: "Your Fingers Are Not Too Fat..." to increase sales with dealer chat.

  1. 1. Your Fingers Are Not Too Fat<br />Tips & Techniques For Effectively Using Chat<br />To Sell More Cars<br />Presented By: WAYNE USSERY of Jim Ellis Auto Dealerships<br />& JOHN HANGER of Contact At Once!<br />
  2. 2. About Jim Ellis Auto Dealerships<br />Atlanta, GA<br />14 Stores (Audi, Buick-GMC, Chevy, Hyundai, Mazda, Mitsubishi, Porsche, Saab, VW, Wheego)<br />eDealer-100 top 10 for past 8 years <br />4800+ cars sold via Internet in 2010, of which 10-12% attributed to chat<br />
  3. 3. Action Items<br />Learn from a successful dealer group <br />about using chat to sell more cars<br />Overcoming the Top 5 Chat Obstacles<br />Grabbing The Low Hanging Fruit<br />Coordinating Group vs. Store Level Chat Functions<br />
  4. 4. Popular with consumers–increases interaction<br />Now on,, others<br />On ~15% of dealer websites and growing<br />Chat Is A Major Trend<br />
  5. 5. Top 5 Chat Obstacles & How To Overcome Them <br />
  6. 6. Top 5 Chat Obstacles& How to Overcome Them<br />We thought chat had to be outsourced<br />Chat software is too complicated<br />We aren’t staffed to answer chats<br />Tried it – shoppers wouldn’t give us info<br />My people can’t type (fingers too fat…)<br />
  7. 7. Some vendors propagate this misinformation<br />Fact: More dealers answer their own than outsource<br />Guideline:<br />If you outsource your phone, outsource chat too<br />Otherwise, answer your own chat for the same reasons you answer your own phone<br />“Chat is today’s phone-up. If you don’t have chat it’s like not having your phones plugged in.” Marc Ray, Grogan’s Towne CDJ<br />Selective outsourcing can make sense<br />Obstacle #1We Thought Chat Had To Be Outsourced<br />
  8. 8. Some chat software is too complicated but...<br />Easy-to-use software exists for PC’s, Macs, and mobile devices<br />Free online self-paced training exists<br />Over 8,000 dealers and 40,000 sales people are successfully answering their own chats today<br />Obstacle #2Chat Software is Too Complicated<br />
  9. 9. Obstacle #3We Aren’t Staffed To Answer Chats<br />
  10. 10. No special staffing required and no need for someone to be glued to their computer<br />The more staff enabled, the more likely one of them will be available when the next shopper clicks to chat…consider enabling floor as well <br />Mobile apps make it possible to answer chats from mobile phones and iPads<br />Selective outsourcing, or “rollover”, for after hours and during times when staff is covered up<br />Special considerations for service dept.<br />Obstacle #3We Aren’t Staffed To Answer Chats<br />
  11. 11. Obstacle #4Tried It-Shoppers Wouldn’t Give Us Info<br />
  12. 12. Online shoppers that chat are not likely to divulge personal info up front, much like callers<br />Keys to success in getting contact info<br />Give a little info, ask for a little info<br />Build rapport<br />Don’t give up too much information<br />Schedule the appointment, or escalate to phone call<br />50% contact info capture rate is typical<br />Arguably there is value in productive chats where contact info is not exchanged too<br />Obstacle #4Tried It-Shoppers Wouldn’t Give Us Info<br />
  13. 13. Chat is informal – perfect spelling and grammar are not expected<br />Hunt-and-peck typing is just fine<br />No experience required<br />In many ways, chat is easier for a salesperson versus phone because there is time to think as one types (i.e. before hitting “send”)<br />Obstacle #5My People Can’t Type (Fingers Too Fat..)<br />
  14. 14. Grabbing The Low Hanging Fruit<br />
  15. 15. Enable chat on 3rd party and OEM sites <br />Take advantage of free online chat training<br />License chat for your dealership’s website(s)<br />Leverage CRM integration to track results<br />Review chat transcripts and use for training<br />Grabbing The Low Hanging Fruit<br />
  16. 16. Encourage competition amongst stores and use benchmark reporting to keep score<br />Select vendor solutions designed with group-level administration and reporting<br />Standardize on tools so that employees are portable and to minimize IT and training costs<br />Dealer Group Level Considerations<br />
  17. 17. Your Fingers Are Not Too Fat.You Can Do This!<br />
  18. 18. Thanks For Attending!<br />Wayne Ussery, Director of Marketing<br />Jim Ellis Auto Dealerships<br />770-458-6811<br /><br /><br />John Hanger, CEO<br />Contact At Once!<br />866-358-3880<br /><br /><br />