How To Connect with Leads in Real-Time: the Moment of Truth

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  • I chose the words carefully… Connecting with customers in every moment of truth. Or stated differently it’s about using technology that is available today to serve call to action advertising at precisely the right time and place consumers are shopping. The word connecting is an important adjective to describe lead flow. In auto we measure everything and think of leads in a linear way. That is a straight line. There is a direct relationship between the number of leads we get via forms, emails, phone calls & chats to the number of ups we create and the number of cars we sell. But when you think about it, 80% of the customers just show up. So I believe that connections are both physical and mental.The physical connection is the up that we got down on paper. We have the lead and pursuit and follow up ensue. But what about the great majority, the mental connections. The masses of opportunity that are invisible in zmot? What leads these people to or away from our dealerships? Was it something we said, didn’t say etc? What causes the wins and losses along the shopping path? Is there something we can do to improve our success with the customers searching invisibly? There is.In Every Moment of Truth are the final words in my title. I borrowed this words from Jim Licinski of Google. Has anyone read his book the ZMOT….(acknowledge audience response)….OK about 25%. Please read the free book because it contains valuable insight into todays car buyer……have everyone focus on the screen…. We are all people are work, most of us are working in a cube farm, some of us are busy middle managers and a few key decision makers. We are all at work and doing our research for our next car. We visit a website (whisper discreetly)….. This is where technology comes into play…. There is software available today that can make you part of nearly all content that people are searching…. In auto and according to datium with 60% page abandonment on dealership home pages why don’t we greet every invisible up with a friendly hello how can I help…. Anyway this is just one example of using software to make you part of the content that people are searching. NEXT SLIDE:
  • There is a quote from Gandhi on disruptive innovation which I believe a good starting point for my presentation. Disruptive innovation is a technology that we embrace that does away with the old and moves forward with the new. Take the telephone as an example. Cell phones are making our home land lines and pay phones obsolete and the smart phone will replace all cell phones. Gandhi’s quote on disruptive innovation goes like this, “First they ignore it, then they laugh at it, then they fight it, then they win with it.”If we all go back in time to August 10th, 1876 Alexander Graham Bell uttered these famous words, “Watson come here, I want to see you.” This was a disruptive innovation that put the pony express to death.” Graham was quoted, “I believe that one day there would be one phone in every town.” Little did he know that there would be one phone in every pocket. And I am certain that as great as his innovation was there were people who ignored, laughed, fought before they won with his invention. I can just see it, there were people that said, “C’mon dude, you’ve invented a phone but nothing is wired, there is no network, how do you expect to get these “Phone Calls” from place to place?” Graham said, “We are going to erect poles made of wood to carry the wires that will build the network.” And I am certain that many people just walked away ignoring him thinking this guy is crazy. Others laughed and said, “Where do you expect to get the wood for these poles?” Others fought because they said, “What do you do when the other person doesn’t answer the phone?” And the obvious laugher, “I will need to hire someone to answer these calls.” Interestingly, these are the same objections that we hear today about presence-advertising and the byproduct of It doesn’t make sense to change the consumer experience while they are visiting your website.
  • http://www.youtube.com/watch?feature=player_detailpage&v=UmM9qfzfzhwBecause many of you are familiar with ZMOT I will summarize. The distance between stimulus and the first moment of truth is the ZMOT suspension bridge held up with those drawn wires…… the fibers to connect. According to Google the average shopper can search for a year, spend 18 to 19 hours online and will review 18.8 points of interest. Google knows that search gets rather intense 6 months out and 5 months in. If sometimes fades a little but then re-energizes in the final 30 days.Cars.com did a study on this in 2009 and determined that 67% of shoppers that connected with a dealer on a vehicle detail page purchased a vehicle somewhere in the next 30 days..NEXT SLIDE:
  • What we know about being present and part of the content is it will influence at least 25% more people to engage with you.The facebook and twitter icons displayed on our websites is proof that being public in the auto space is an ethic. It’s a critical means to an end…. connections, conversations and conversions. According to Datiumfacebook icons are clicked on .0034%. Chat icons in the mast head typically get clicked .7 to 1.5%. Icons that hold a position above the fold get clicked 1.2 to 2.5% and proactive photo greeting cards of real people get clicked 3 to 5% on average. In service the connections are far higher 12 to 20 %.The big players using presence aware software with live chat as a connection offering experience an increase in lead and connection activity. All of these companies in their research & investigation need to prove the efficacy of presence-aware ads with chat to make sure that there was no cannibalization. The companies with the biggest budgets in advertising spend that power their businesses are now using presence-aware advertising with chat as a byproduct: You may recognize some of these companies: AutoTrader.com, Cars.com, CarsDirect.com, SellMyCar.com, Edmunds, UsedCars.com, Acura, Chrysler, Toyota & Kia.
  • There has been a debate with some of the automotive bloggers about zmot. Some perhaps laughing, fighting or using good ole common sense. There are stating that car buying isn’t a straight and narrow path. With something as emotional, expensive and a critical to a family as a car ZMOT isn’t a straight line and as simple as 1-2-3. I agree. Car buying is a complex decision made between men and women. Both husband and wife are part of the decision making process if marriage applies. It’s probably not one zmot experience that leads to the sale but a compilation of many moments in zmot. At some point there will be a first moment and I can assure you that deals can be won and lost at the first moment.NEXT SLIDE
  • The car buying process is like a meandering path. Along the route in zmot are on and off ramps, bumps, billboards, turns and a world full of events that influence. Any of these influencing events along the path create the turns. If you think about it the turns are generated because of questions.Next slide:
  • As stated earlier customers are searching because they do have question. How do we connect with these shoppers (mentally and physically). How do we answer their questions right while they are searching. Even if the customer choices to stay invisible and not connect why wouldn’t we want to let the shopper know that we are here to help them when they want to ask a question. Having your dealership present and available to customers along the meandering path at their zero moment of truth of zero moments of truth is essential to channel more customers into your sales funnel. Your dealership’s ability to make a positive impression at precisely the right time and place is the goal of every dollar that you spend in advertising. What can be greater however, is the power to both influence a customer and at the same time open up a direct line of communication between the shopper and your sales team. This is in essence the promise of being present in the moment and live chat.NEXT SLIDE:
  • I have watched Google present several times this year and they speak about the 4 B’s. To be Found, Engaged, Relevant and metric driven. All make sense. I do believe that a 5th B should be added to the mix. And that is to be present. When you are present and part of the content that people are searching you are surely found, 25% increase proves increased engagement and your are extremely relevant. Heck, you are sitting on the same page with the customer… how relevant is that?There is a book written by John Battalle called search. He wrote, “What does the world want. Build a company that answers this question in all its shade of meaning and you’ve unlocked the most intractable riddle of marketing, of business and arguable of human culture itself. And over the past 14 years… I added that part… Google has done just that.. They have created the data base of human intentions. They have also created an impatient society. Does anyone like me get pissed off waiting at a red light?Nielsen just stated a new generation called generation C. It’s the most connected generation. It’s those people between the ages of 18 and 34. if we look at Generation Y we know that they have grown up totally different that we did. They watched mom and dad both work. They have witnessed us get fired, laid off or quit a job for a new and better opportunity. Ba hum-bug on loyalty. They have grown up with the world at their fingertips, every question answered at the blink of an eye. They will never walk down the driveway to pick up the newspaper. When they played little league they got a trophy just for being on the team. They are used to winning. If they were 12 and didn’t have a phone in their pocket they were a minority. If your business isn’t online they will not find you. If your business isn’t transparent they will not trust you. If you try to get their contact information before you have a right to ask for it they will not like you. That is also true of most women in all age groups and all those introverted types… (Doctors, lawyers, managers etc)If all this zmot stuff is true and customers are on the meandering path researching their next purchase ask yourself this question. Does every page I have published, email I send out, print add answer every question humanly imaginable? What do you think? No, of course not. But customers are searching because they have questions. They have needs to be fulfilled. How do we exchange value now instead of disconnecting the customer to follow up later. How do we become part of the content itself. That’s your challenge and that’s your opportunity going forward.NEXT SLIDE:
  • Shopping Path rarely begins and ends on the dealer’s website and that is ZMOT certified. Alan Smith of AutoTrader stated that Northwood University did a study and dealer perception is that 40% of shoppers call before they buy, 17% email and the rest just come in. Reality is, 17% call, 3% email and 80% just come in. Chat was not part of this study.One thing is for sure, we are all human beings and fundamentally we are the same. We invest in search to make sound decisions. We are programmed from our early online shopping to behave a certain way. We go to a site and land, we select and drill into detail pages and we move to the shopping cart. What’s a little different for the car buyer is the shopping cart isn’t there. HMMMMM… it’s on all the other sites but not the auto site. Now the customer must validate their search and transition to a real person. They have some questions…. Keep in mind some of those most critical first moment of truth questions come from the subconscious mind, do I like you, do I trust you, can you help me, will I be meeting you, give me a reason to come in and work with you?NEXT SLIDE:
  • The Auto networkThe shopping PathInteractive Touch PointsSnap shot of a real dealer and what being present in ZMOT should look like.The online shopping path usually doesn’t begin and end at your website. There are many interactive touch points both human and technological along the way. Presence-aware advertising allows you to greet every up in a friendly non aggressive way. By doing so your dealership branding and your employees create a consistent message to the shopper that you are here to help them. This builds confidence and trust with the shopper.Chart on right – What our publishers know. Our publishers are smart people and you can count on individuals in their network with masters degrees in economics and finance. This chart tells the story of the impact that presence-aware advertising brings to classified listings…….. Review chart……….. Even with all of this evidence of zero cannibalization of leads Cars.com wanted to know more. So, they called 1,000 customers to validate these chat conversations. 2 out of three people purchased a vehicle in 30 days or less.
  • Part of text based communication is chat. This slide is to highlight the adoption of chat world wide but also to show the power of speed and connectiveness.A few real life situations that have played out recently that can apply to your business are as follows…. A chat comes to CAO and rings all the people that are currently online. Kimberly who’s located in Pittsburgh takes the chat and greets the caller. I see that the IP address is from Van Tuyl and I whisper to Brad that VT is on with Kimberly. I ping Kimberly and ask her to forward that chat to Brad because he owns this account. In the meantime it’s current customer who had a service question. Kimberly forwards the chat to Charles in Atlanta who brings immediate resolution to the customer question. That’s an example of connectiveness and behind the scene activity. Bridget who’s located in Wilmington NC answers a chat. The customer asked to speak to Lloyd. Lloyd who is also seeing the chat picks up the phone anc calls the dealer. The dealer is pleasantly shocked to receive such a fast response. Bridget was still collecting call back information when the dealer’s phone rang.Steve takes a chat and broke company protocol because he added a user to an account without proper verification. I read the transcript and immediately called the dealer to verify the new user. Being connected is a best practice. Let’s face it if sales screws up service is going to pay for it. If service screws up sales will one day pay for it. It makes sense to be as connected as possible. The speed at which we communicated determines how quickly we can make money. If we can answer every customer question, at any time and from anywhere we have a competitive advantage.NEXT SLIDE:
  • Faces! We are designed as human beings to connect with a face. I would draw a comparison that not showing your face is just like not showing the real picture of the real vehicle that you are selling. Faces fire our spindle neurons and make an emotional connection that wasn’t there a moment ago. Ask Julie… Julie told me that she sells one to three cars per month to people that she has no record of meeting. Naturally, she may have had a chat, email or phone call but she told me that customers just love to walk in and ask for her. They are pleasantly surprised to meet the lady behind the curtain.I was in a presentation a few months ago and a sales person raised his hand to speak. He said to his peers, “I sold Mr. So and So last Thursday. He came into the showroom and asked for me by name. I had no idea who he was and became embarrassed as I tried to recall our first contact. Did I fail to log an up, how can I not know this person who seems to know me so well. I had to come clean. I said, sir, my apologies but I don’t know who you are. When did I meet you?” The customer replied, “Oh sorry, I didn’t expect you to know me. You looked like a friendly face when I was on your website so I just came in and asked for you.”
  • The growth of smartphone adoption is remarkable – more than doubling the adoption rate from 2009 to 2011. There is nearly equal distribution between men and women.The two days after Christmas 2010, 700,000 smart phones were sold. The same two days last Christmas 3.7 million smart phones were sold. ****demo** prior to 2008 people did this with their phones (hold phone between cheek and shoulder and talk), since 2008 show me texting. If you have any teenagers they do not talk. It’s all text.NEXT SLIDE:
  • Here stands a man with his phone. The slide highlights the fact that text based messaging far exceeds phone calls. It’s also important to understand what a phone can do for you.Going forward we need to be as dead serious about staying connected to our customers when they are in zmot as we are about leaving a phone in a car. The phone enables endless connections and we are not tied to our desktop. I was at a dealership to add two best practices. One mission was to set up the receptionist at the dealership. This strategy was to treat chat just like a phone call. The chats would go to the sales team first but if they did not answer the receptionist would be the first layer of support. The second mission was to get the sales team “mobile.” As I moved about the dealership there was one sales person who didn’t move from his spot in the showroom as he leaned against a car. After about an hour of watching him I decided to ask what he was doing? He replied, “From this location I have the best view of the lot.” When I returned home from my 4 hours at this dealership I checked our reporting portal and learned that there were 132 unique visitors that came to their website this Saturday morning. That doesn’t include the unique visitors on AutoTrader, Cars.com and EveryCarListed. If he was connected to his cell phone he could have personally greeted every up. What’s the chance that just one person would come in and ask for him? Or see him out to dinner and say, “You sure look familiar, do I know you?”Dealers with one agent online tend to answer 50% of the chats.Dealers that have two agents online answer 75% of the chats.Dealers with 3 agents answer 83%Dealers with 4 or more answer 87%.Dealer wth mobile devices are online more often and answer X%? More chats….. Used to be 17% but I don’t know the current number.NEXT SLIDE:
  • **need to change this slide………….The next evolution of text based communication will be consumer mobile to OEM, Publisher and Dealer sites. Part of this new generation of connections will be text based communication from QR codes or send text message to. This is a part of ZMOT because the meandering zmot path is both on and off line. Text based communication enables you to be part of the content that people are searching from their smart phones. And, unlike a chat that at some point comes to a close a text message keeps on sending and receiving. We do believe that text based connections will have rapid grown as smart device products continue to dominate the consumer experience.NEXT SLIDE:
  • You can think of this chart as a mirror. It’s a heat map of when customers are chatting. Customers are shopping during business hours. You want to be present and part of the content that customers are shopping when they are shopping. Match their presence!NEXT SLIDE:**normalized over 24x7**
  • My presentation is coming to a close and I would like to offer three best practices for your personal online engagement.Stay online… get 4 or more personnel engaged. Online percentages reach the 60% level and answer % reaches the 87% level when 4 or more people are involved. Adding mobile improves these two categories.Involve the whole team………… this includes the receptionist and managers….. There is no reason that a receptionist can’t say hello just like they do with the telephone. Page the floor that there is a customer on chat or text. If for some reason no one is available take a message but assure the customer that someone will get back to the customer within 15 minutes…. Or invite the customer to connect again in a few minutes………….. If no name or contact information type Be-Back in the profile.Use a supporting cast. The reality is that we cannot be 100% connected 100% of the time. The advanced technologies do not require you to log into chat and use software to light up connection points to chat. So if your are offline chat icons can disappear or serve an away message. You can also use a third party to keep you present.NEXT SLIDE:
  • My presentation is coming to a close and I would like to offer three best practices for your personal online engagement.Stay online… get 4 or more personnel engaged. Online percentages reach the 60% level and answer % reaches the 87% level when 4 or more people are involved. Adding mobile improves these two categories.Involve the whole team………… this includes the receptionist and managers….. There is no reason that a receptionist can’t say hello just like they do with the telephone. Page the floor that there is a customer on chat or text. If for some reason no one is available take a message but assure the customer that someone will get back to the customer within 15 minutes…. Or invite the customer to connect again in a few minutes………….. If no name or contact information type Be-Back in the profile.Use a supporting cast. The reality is that we cannot be 100% connected 100% of the time. The advanced technologies do not require you to log into chat and use software to light up connection points to chat. So if your are offline chat icons can disappear or serve an away message. You can also use a third party to keep you present.NEXT SLIDE:
  • The car buying process is like a meandering path. Along the route in zmot are on and off ramps, bumps, billboards, turns and a world full of events that influence. Any of these influencing events along the path create the turns and new courses of action. If you think about it the turns are generated because of questions.Next slide:
  • How To Connect with Leads in Real-Time: the Moment of Truth

    1. 1. How To Connect with Leads in Real-Time: the Moment of Truth Ed Parkinson Contact At Once!
    2. 2. Moderator Becky Ross Marketing Manager Office: (303) 228-8753 bross@kpaonline.com
    3. 3. Presenter Ed Parkinson Contact At Once! Office: (678) 317-9456 eparkinson@contactatonce.com
    4. 4. If you have questions during the presentation, please submit them using the “Questions” feature Questions will be answered at the end of the webinar QUESTIONSQuestions
    5. 5. Facebook.com/TKCarsites @TKCarsitesinc TK Carsites Social Networks Chat with us during the Webinar on Facebook and Twitter!
    6. 6. 66 Connecting With Customers In Every Moment of Truth! AutoDealerChat.com © 2011 Contact At Once! LLC, All Rights Reserved For more information: +1-866-358-3880 +44-(0)-1372-373969
    7. 7. 7 Disruptive Technology
    8. 8. 8 Stimulus ZMOTFMOT SMOT Present in ZMOT
    9. 9. 9 67% 4% 25% 3%1% 67% Plan To Purchase a vehicle in the next 30 days 67% … Ready to purchase within the next month 4% … Not currently in market to buy a vehicle 25% … Ready to purchase w/in the next 1-6 months 3% … Ready to purchase w/in the next 7-12 months 1% … More than a year Source: Cars.com Dealer Chat Consumer Survey, 2009
    10. 10. 10 More Connections Typical Conversion Increase
    11. 11. But Buying A Car Isn’t a Straight and Narrow Path 11 Stimulus ZMOT
    12. 12. The Car Buying Process is Like a Meandering Path 12 ? ? ? ? ?
    13. 13. Help Shoppers Navigate the Path 13 Text Chat Email Call Chat
    14. 14. 14 The 5 “Be’s” of ZMOT Be Found Be Engaged Be Relevant Be Metric Driven
    15. 15. 15 Facebook and Social Media The Shopping Path In the Real World OEM Websites Tier 1 & Tier 2 (Kia, Chrysler, Toyota, etc.) Dealers Websites Peers Print Ads Listing Sites
    16. 16. 16 Actual Dealer Website Dealer Website Dealers without Presence Dealers with Presence Actual Dealer Website
    17. 17. 17 763 million chat users worldwide 248 million chat users worldwide
    18. 18. 18 Add a Photo
    19. 19. The ‘Net Goes Mobile 19
    20. 20. Google Engage: 20
    21. 21. 21 Nielsen reports that beginning in 2008, text messaging surpassed phone usage as the primary method of communication In 2010, text messaging exceeded phone calls by more than a third.
    22. 22. Code to Chat/SMS 22 Send Text 972-919-0239
    23. 23. Presence Awareness 23 Note that the peaks occur during the work day: Workers are shopping, but don’t want to announce that fact to their co-workers! Relative distribution of chats over a 24x7 period
    24. 24. 24 3 Best Practices To Optimize for Presence Involve the whole team A) Management (B) Receptionist 1. Get mobile and use a supporting cast2. Who has the responsibility to manage presence?3.
    25. 25. 25 3 Best Practices To Move Text Based Connections Forward Have a Greeting Strategy A) Exchange name (B) Repeat name 1. Answer the Questions – this is a dialog2. A) Move to a call (B) Test Drive C) Smart Device3.
    26. 26. Smart People Power
    27. 27. Zappos.com • Inspire Happiness & Engagement • Be Available at All Touch Points • Personal Emotional Connections • Have Interactions not transactions
    28. 28. 28 Connect & Multiply Source: DealerChatMarketShare.com Are you present & connecting on your website? Dealer Chat Adoption February 2012 Websites with chat 19.3% Websites without Chat 80.7%
    29. 29. AutoDealerChat.com For more information: 1-866-358-3880 +44-(0)-330-808-0201 sales@contactatonce.com Scan the QR Code, or send a Text Message to 972-675-7271 Contact Us Twitter - @autodealerchat Facebook – facebook.com/autodealerchat

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