1983

Motorola introduced the first commercially available cell phone in 1983. The next year there were 12,000 cell phone subscribers. Today, 5.1 billion people around the world own a cell phone. According to an AutoTrader/Northwood University study, 17% of all dealership customers originate as telephone leads.

1997

In 1997, Microsoft released Outlook and email is introduced as a new way for computer users to connect. Today, there are 1.9 billion email users worldwide and approximately 294 billion email messages are sent per day. According to that same AutoTrader/Northwood University study, 14% of dealership customers originate as email leads.

2005

1997 was also the year that AOL popularized instant messaging, allowing users to conduct real-time conversations over the Internet. But in 2005, Contact At Once! adapted instant messaging technology and applied it to serve the unique needs of the automotive industry. Currently, the largest automotive classified search providers (including Cars.com, AutoTrader.com and Edmunds.com) offer instant messaging – or live chat – on their websites. Also noteworthy, approximately 20% of all dealers in the U.S. have added live chat to their dealership websites in order to increase sales interactions with online shoppers according to dealerchatmarketshare.com.

2007

Apple introduced the first iPhone and smartphone use exploded along with the popularity of text messaging. In 2008, Neilsen reports that for the first time, text messaging surpassed phone calls as the primary means of communication. Today, smartphones account for nearly half of all cell phones in the U.S. and Pew research indicates that on average, cell phone users send 41.5 text messages per day as opposed to 12.3 voice calls.

2012
Introducing…Text Messaging for Auto Dealers

Contact At Once! will soon release Mobile Text Connect, a new and an innovative way for mobile shoppers to connect with dealerships via text messaging. The product is currently in its final phase of development and was recently unveiled at the 12th Digital Dealer Conference in Orlando, Florida.

Using Mobile Text Connect, shoppers can initiate text conversations with dealerships via mobile devices either by scanning a QR code the dealership has placed on advertising, by entering a designated phone number, or by clicking an interactive button found on the dealership’s mobile website.

Try the New Mobile Text Connect

Although Mobile Text Connect has not yet officially been made available to Contact At Once! customers (it will be offered as a standard feature in Deluxe and Premium packages starting in May), dealers can try it now by scanning the QR Code above, by texting 972-675-7271, or by visiting autodealerchat.com from a mobile device and clicking on the ‘Ask A Question’ button.

If you’re attending the 12th Digital Dealer Conference & Exhibition in Orlando, Florida next week, than we want to give you three great reasons to connect with Contact At Once!:

Customer Appreciation Gift for Digital Dealer 12 Attendees

Contact At Once! would like to thank our users for helping make us the most widely used and #1 Rated Chat Provider in the automotive industry two years in a row! If you’re a Contact At Once! user and are planning to attend the 12th Digital Dealer Conference & Exhibition on April 3-5 in Orlando, please stop by our booth #339 so we can personally present you with with a $10 Starbucks Gift Card* as a token of our appreciation. *To be eligible, you must attend the show and come to booth #339 with your gift card voucher.

CLICK HERE, or the voucher image above, to claim your voucher.

Got Game? Stop By Our Booth & Win!

While at our booth, test your skills on our double-shot basketball game. Shoot for your chance to win an official NBA Autographed Basketball signed by N.Y. Knicks phenom, Jeremy Lin. Play against rival dealers and stake your place on the leaderboard.

Ed Parkinson Breakout Session

On Wednesday, April 4th at 10AM our very own, Ed Parkinson will be leading the much talked about session entitled, Connecting With Customers In Every Moment of Truth based upon the principles of Google’s ‘Zero Moment of Truth’ (ZMOT). Learn how to take Google’s revolutionary ZMOT principles and apply them to your dealership.

Wow! What an incredible several months it has been. If you’re a dealer with Contact At Once! chat on your website, or a regular Contact At Once! user by way of Cars.com, AutoTrader.com, CarsDirect.com, EveryCarListed.com, CarSoup.com or any number of other partners, than there have been some significant developments over the past several months that you might have heard about:

Aug. 2011…Contact At Once! Makes INC 500 List

Dec. 2011…The Next Breakthrough in Dealer-to-Consumer Communication Announced. It’s Called, Mobile Text Connect

Jan. 2012…Kia Motors America Selects Contact At Once! As Its Preferred Chat Provider

Feb. 2012…New Fully Managed Chat Option Made Available to Dealers

Feb. 2012…The Contact At Once! Dealer Chat Network Expands with Integrations from VinSolutions, PureCars and Dealer HD

The Most Important Announcement of All

Best of all, the most gratifying news came today: While continuing to innovate the leading automotive chat product in the industry, today Contact At Once! was recognized for the second year in a row by DrivingSales.com as the highest rated chat provider -  #1 in Dealer Satisfaction according to YOU, our dealers.

In the end, for us it’s all about driving leads and increasing showroom traffic for our dealers. We just cannot express to you how excited we are about today’s announcement! So, THANK YOU, and THANK YOU again.

For more information about our packages and to schedule a demo, please visit: AutoDealerChat.com

Recently, we asked members of the DealerRefresh.com forum to answer the question:

“What are some of the proven ways you’ve found to turn a website ‘looker’ into an appointment or sale using chat?”

The goal was for dealers to post their best advice along with an actual chat transcript demonstrating their technique. From those suggestions, the top 5 tips including the individuals and dealerships that submitted them would be featured in an article on DealerRefresh.com, highlighted in the Contact At Once! monthly eNewsletter (which currently reaches more than 9,000 dealers), and published to this blog.

As a result, more than 40 dealer chat tips were received. Here now are the Top 5 Tips for Selling a Car to a Chat Prospect submitted by successful dealers across the country:

CHAT TIP #1 – Lenny Fly of Windham Select Motors

“Accept text communication – Don’t always try and push to get a consumer on the phone. Some are at work where phone calling is frowned upon.”

Why this is important: Continuing to remain competitive in an age of increasing text-based communication requires that dealers not only remain accessible, but comfortable with communicating over chat.

CHAT TIP #2 – Shamara Coates of Jim Ellis Chevrolet

“Get excited along with the client.”

Why this is important: In her submission, Shamara explained that her job as a salesperson is to help customers find what they’re looking for – and she enjoys the process. She gets excited for them the way she would if she’d found the perfect car for herself. Essential to gaining an appointment is the ability to build rapport with prospects. Contact At Once! displays the actual name and photo of the salesperson responding to the chat in the chat window to help salespeople build recognition and trust with online consumers. Adding personality and demonstrating real concern and excitement for the customer can enhance the customer’s perception of the dealership and build a stronger rapport between the customer and the dealership salesperson.

CHAT TIP #3 – Blake Zweifel of Toyota of Waldorf

“Save time and improve outcomes by preparing for chat conversations in advance. Anticipate shopper questions and have the necessary tools and information up and ready to go.”

Why this is important: Unlike delayed-response lead form submissions, instant messaging is designed for quick response. Consumers choose chat because of its convenient nature and the promise of instant answers (amongst other reasons). Having the internet at their fingertips (including access to your competitor’s listings), an online consumer is less likely to wait very long for a response. Key in converting online prospects into showroom visitors is the saleperson’s ability to address questions which stand in the way of consumers taking the next step.

CHAT TIP #4 – Walt Kustra of Preston Auto Group

“Use a give-and-take approach: Provide some info, request some info.”

Why this is important: This tip represents a widely understood principle that applies as equally to chat conversations as it does to phone conversations. The give-and-take principle ensures that both parties are served by the conversation. After successfully building trust and rapport with a chat prospect, many will have no problem leaving their information. Remember though, that just like on the telephone, it may be all in the way you ask a question or how you frame a response.

CHAT TIP #5 – Amanda Marsal of Oxmoor Mazda World

“Incorporate a strong call to action – a compelling reason to come in now or risk losing out!”

Why this is important: While inventory, price, and trust with the salesperson are compelling reasons to act, dealers must compete with other dealerships and with the passing of time (which also kills deals). Building urgency into the conversation provides specific incentive for the buyer to deal exclusively with the salesperson and increases the likelihood that a visit will occur.

1. Essential Live Chat DO’s & DON’Ts

Tips include treating live chat like a telephone lead, keeping responses short and concise, refraining from using all CAPS or demanding prospect information before proceeding with a chat, and many more.

CONTINUE READING »

2. Google+, Facebook & Chat

Analysis on the engagement demands of consumers today and how the social web is impacting dealerships.

CONTINUE READING »

3. Saturday Sales & Chat

Data shows Saturdays are a pivotal time for consumer decision-making and pre-purchase research. You may need to reconsider your dealership’s approach to chat answering on Saturdays.

CONTINUE READING »

Google’s Jim Lecinski recently published an important internet manifesto entitled, “Winning the Zero Moment of Truth”. If you’re not familiar with the ‘Moment of Truth’ concept, you can watch this short video from Google to better understand it.

As the video describes, historically there were said to be three psychological steps in any buying process: the ‘Stimulus’ (an advertisement), the ‘First Moment of Truth’ or FMOT (the product display), and the ‘Second Moment of Truth’ (the user experience).  According to Google, because of the rise of the internet, a ‘Zero Moment of Truth’ or ZMOT is occurring between the Stimulus and First Moment of Truth. That is, before consumers visit your dealership showroom for a test drive (their First Moment of Truth), a growing number of them are going online to conduct research. This preliminary stage of online interaction with your dealership and inventory represents the Zero Moment of Truth.

Google reports that 70% of Americans look at product reviews prior to making a purchase. In addition, car shoppers search sites like AutoTrader.com, Cars.com, Edmunds.com, Craigslist and Facebook to get vehicle information and recommendations. The ZMOT concept is so important to dealers that Brian Pasch of PCG Digital Marketing recently initiated a study of ZMOT in the automotive space with 100 dealerships based upon insights he first presented in this video.

Beyond Advertising

Having your dealership present and available to consumers at their Zero Moment of Truth is essential to channeling more buyers into your sales funnel. In their 2011 Automotive Shopping Behavior Study, Google suggests that dealers must “follow shoppers through an increasingly complex path to purchase versus relying on traditional online destinations alone.”

Your dealership’s ability to make a positive impression at precisely the right time and place to influence consumer buying decisions is the goal of any advertising campaign. What can be greater however, is the power to both influence a buyer and at the same time, open up a direct line of communication between them and your sales team. This is, in essence, the promise of live chat.

Extending Your Reach

Live chat is commonly thought of as a tool to convert traffic from dealership websites into appointments – and it is.  But today, major auto manufacturer websites and third-party automotive sites are displaying Contact At Once! chat icons and invitations to consumers on their websites. As well, dealerships have the option through Contact At Once! of extending their ZMOT presence by placing chat on Craigslist, Facebook, email campaigns, quote request forms and a variety of other consumer touch points. Having a wider chat presence is an important consideration for dealerships looking to influence more consumers during the Zero Moment of Truth. Contact At Once! is one of the few, cost effective ways dealers can maintain a constant presence across the broadest spectrum of ZMOT locations.

“For car buyers, the process is not linear – they can go from ZMOT to FMOT, back and forth until they buy. By having Contact At Once! at both points of contact, the customer experience is consistently positive.“ – Brian Pasch of PCG Digital Marketing

Chat Invitation Or Something More?

It is easy to understand the benefits of having a salesperson greet every shopper that walks into the showroom. But how does this relate to online shoppers and the Zero Moment of Truth? Online shoppers who are greeted in a similar fashion by a real person at the dealership are essentially being offered the same, positive, albeit virtual experience. Also noteworthy, is that with chat greetings, subsequent positive impressions are made as the consumer moves from one research point to another. For example, a consumer who sees salesperson, Julie from Frank Leta Honda on AutoTrader.com may notice her again later on when the shopper arrives at the Frank Leta Honda website. Once the shopper finally arrives at the dealership for a test drive (the First Moment of Truth), it is likely that the shopper is already familiar with Julie and more confident about choosing her dealership.

“I love the fact that our own photos are used on the chat invitations. Buyers love the fact that they can see the same people online that they can in the store! If they decide to chat, they feel more at ease approaching me in the store later and saying hello! One buyer said that he had heard that we pride our store on being a family and knowing I was an actual person made him feel as if he could trust us.” - Julie Sieber, Internet Marketing Manager at Frank Leta Honda

Understanding ZMOT and the power of being present and available to shoppers at the Zero Moment of Truth can help your dealership increase sales opportunities and showroom traffic.

Ed Parkinson of Contact At Once! will be speaking on the topic of ZMOT at the upcoming Digital Marketing Strategies Conference presented by Brian Pasch and PCG Digital Marketing in Las Vegas on February 1-3. For more information and to register for the event, visit: www.digitalmarketingstrategies.org

More than 12% of all weekly consumer chat requests to auto dealers occur on Saturday.

This is new data released by the leading dealer chat provider, Contact At Once! for the month of September. The data was sourced from their dealer chat network which includes chat conversations from AutoTrader.com, Cars.com, CarsDirect.com, EveryCarListed.com and more than 9,000 auto dealers.

What Kinds of Chats Occur on Saturdays?
More important than the number of Saturday chat requests is the nature of Saturday conversations. These, quite simply, are chats that most dealers wouldn’t want to miss. This is because the data reveals that Saturday chat, more than any other day of the week, are predominately pre-visit inquiries. Before walking into the dealership to buy a car that day, chat buyers want to know:

• The availability of a specific vehicle
• Current financing and rebates on a specific vehicle
• The bottom line price on a specific vehicle
• Detailed trade-in questions
• Last minute price and payment negotiations

How Should Dealers Respond To These Buyers?
Every dealership faces opportunities and challenges that are unique to it. Hours of operation vary, as do manpower levels. But, if a dealer sees the value in having sales team members directly answer chats throughout the week, it would behoove them to task individuals to do so on Saturdays as well. Having a mobile chat app on the salespersons smartphone will allow them to multitask and answer chats throughout the day while still attending to dealership traffic. If this is not an option, then it makes sense to have Saturday chat requests outsourced to a rollover specialist or chat receptionist.

Chat Rollover is where a dealership answers its own chats, and when it is unavailable, a Chat Receptionist covers the gaps by fielding the remaining incoming chat leads. A Chat Receptionist service functions in a manner similar to a traditional receptionist commonly found in the vast majority of dealerships. The receptionist often does some basic qualification; offers information about hours of operation and current specials; then enters the lead into the dealership’s CRM for follow-up.

Marc Ray, General Sales Manager of Grogan’s Towne Chrysler-Jeep-Dodge says that “Chat is today’s phone up.” To follow that line of thought, an unanswered chat is like allowing the phone to ring without answering it. To do that is to suggest to the customer that their business just isn’t that important.

Those dealers able to answer chats directly have exhibited the strongest results from their chat conversations. This is because an in-bound chat gives the sales person the opportunity to build direct rapport (including name and face recognition) and provide the customer with real-time, relevant information – which is what Saturday buyers in particular are looking for.

Still, whether a receptionist answers the chat or not, the goal must be for dealers to get that customer connected with a qualified sales person in a timely fashion.

Two Examples
What follows are three sample chats from Saturday, October 15, 2011. Notice the nature of the chats and how the salesperson directly responds to the questions and concerns of the customer:

———————————-
In this transcript, a customer is interested in a specific car, but has questions about the bottom-line price as well as the history of the car – in less than 10 minutes of time, the sales person has the customer’s contact number and a scheduled appointment for a test drive.

[10:30:26 AM]{Customer} Hi, I was looking for Toyota Corolla car and I came across the Used 2010 Toyota Corolla LE.
[10:31:45 AM]{Paul} Hello, and thank you again for contacting XXXXXX BMW. Yes, it is still available.
[10:32:15 AM]{Paul} I took it in from the original owner who bought a new BMW X3 from me.
[10:33:05 AM]{Customer} Ok, what is the final price of this car?
[10:33:13 AM]{Customer} Also, are there any accidents reported or recalls on this vehicle?
[10:33:29 AM]{Paul} We are a best price shop. Our advertised price is our best price, there’s no dealer handling.
[10:33:36 AM]{Paul} No accident, no recall.
[10:34:02 AM]{Customer} Ok, can I come and see this car today?
[10:34:23 AM]{Paul} Sure, what time would you like to come in? And your name?
[10:34:31 AM]{Customer} My name is Tulasi. I will come around 1PM today.
[10:35:23 AM]{Paul} 1PM would be great Tulasi. My name is Paul. You’ll be very happy with the condition of the Corolla.
[10:35:41 AM]{Paul} Can I have your phone # for the reference?
[10:36:01 AM]{Customer} My phone number is XXX XXX XXXX
[10:36:30 AM]{Customer} Are there any other Toyota Corollas around $12,000 – $13,000?
[10:37:05 AM]{Paul} Yes, we also have a Yaris for $12,000.
[10:37:06 AM]{Customer} Actually my limit is $13,000.
[10:37:24 AM]{Paul} Are you financing or paying cash?
[10:37:31 AM]{Customer} Paying cash.
[10:37:48 AM]{Paul} Great. Look at them both, see which one you like.
[10:38:42 AM]{Customer} I will come to your shop and see this car today.
[10:38:58 AM]{Paul} I look forward to seeing you at 1PM Tulasi
[10:39:02 AM]{Customer}Thanks Paul, see you at 1PM

———————————-
In this transcript, the customer needs a larger car due to the arrival of a baby. She doesn’t seem to have a specific model in mind – just “No minivans!” Even so, the salesperson was able to establish rapport and trust with the customer. The end result? A promise to visit that afternoon, and the sales person has a strong understanding of both the customer’s needs, desires and financial situation.

[9:46:29 AM]{Mike} Hello, How may I help you?
[9:47:57 AM]{Customer} Hi. I am looking for a good used car. I just had a baby and need something bigger than what I have. I currently drive a Nissan Sentra. I also need it to have good gas mileage. Can you suggest? Please No minivans!
[9:48:49 AM]{Mike} We have a great selection of cars. I have the HHR, Accords, Chevy’s
[9:49:20 AM]{Mike} Are you looking to pay cash or finance something?
[9:49:29 AM]{Customer} Finance.
[9:49:38 AM]{Customer} I’ve heard very little about the HHR’s. Are they reliable and how long can they be expected to last?
[9:50:15 AM]{Mike} They are good cars. It’s a Chevy product and just like any car it can last 200K miles if you take care of them. It gives you room kind of like a SUV but still great gas milage.
[9:51:17 AM]{Customer}What does it get on the highway? I have a 45 minute commute to work each day and it is all interstate driving.
[9:52:05 AM]{Mike} In the upper 20′s or 30, depends on how you drive.
[9:52:16 AM]{Mike} What is your payment goal?
[9:52:38 AM]{Customer} Between $200 and $250 per month.
[9:53:38 AM]{Mike} Well, you would need to stay in the price range of the HHR it’s only $12,000. Is your car paid for and are you looking to put money down?
[9:54:17 AM]{Customer}Yes, it is paid for. I can put between $2500 and $3000 down.
[9:55:03 AM]{Mike} Do you have pretty good credit?
[9:55:37 AM]{Customer} Not perfect, but not awful either. Last check was 711.
[9:55:52 AM]{Mike} Ok, we can work with that for sure.
[9:56:20 AM]{Mike} My name is Big Mike and you are?
[9:56:43 AM]{Customer} Carrie Dunaway. Nice to meet you.
[9:57:33 AM]{Mike} Thank you Carrie. Could you come down today?
[9:58:19 AM]{Customer}We should be able to be there this afternoon around 3PM. Would that work for you?
[9:58:42 AM]{Mike} 3PM would be fine. How old is your baby?
[9:59:06 AM]{Customer} 3 1/2 months and wearing 9 month clothes!
[10:00:11 AM]{Mike} Wow, my little girl just turned 1! Can I have your phone number?
[10:02:28 AM]{Customer} Thanks for your time, my number is XXX XXX XXXX. See you this afternoon.

Bottom Line
Whether your dealership prefers to have its salespeople answer live chats directly, outsources chat answering to a third party receptionist, or combines the two using a rollover service, Saturday chats are an important lead source that dealers should not ignore. Contact At Once! offers dealers all of these options, allowing dealers full control over how they answer their chats. For more information about Contact At Once auto dealer chat, please visit: www.autodealerchat.com.

You Got Game? Stop By Our Booth & Win!

Planning on being in Las Vegas for Digital Dealer 11? Stop by our booth #539 and test your skills on our double-shot basketball game for a chance to win one of two official NBA autographed basketballs! Play against rival dealers and stake your position on the leaderboard.

There’s More…

Customer Appreciation Gift for DD11 Attendees

Contact At Once! would like to thank our users for making Contact At Once! the most widely used and highest rated chat product in the auto industry. If you’re a Contact At Once! user and planning on attending Digital Dealer 11 October 5-7 in Las Vegas, we’d like to personally shake your hand and present you with with a $10 Starbucks Gift Card* as a token of our appreciation. To be eligible, you must come by our booth #539 with your gift card voucher.

CLAIM YOUR GIFT CARD VOUCHER HERE >>

Not Yet A Contact At Once! User?

Contact At Once! is the only live chat product that can deliver more chat leads from AutoTrader.com, Cars.com, EveryCarListed.com, CarsDirect.com, Craigslist and Facebook in addition to your dealership websites.

Engage with at least 25% more customers daily and sell more cars. Find out more at: AutoDealerChat.com

Data shows that dealerships with higher online percentages generate more chat leads and see better results.


Question: What would happen to your dealership’s sales if customers walked onto the lot only to find that no one was available to answer their questions?  The same thing can happen when customers visit your internet showroom. So, what can dealerships do to increase their online percentage and respond to more potential buyers?

#1 Have as many users set up to answer chats for the dealership as possible

Dealership chat services like Contact At Once! allow for an unlimited number of users. With more salespeople active at any given time it is more likely one will be available the next time a prospect wants to reach out while at work from their cubicle.

#2 Have users add mobile chat to their smartphones

Using a mobile chat app allows users to become untethered from their desktop computers and remain active and available to online consumers while away from their desks. Incoming chats can be answered anytime, from wherever the user decides to respond.

#3 Use a chat rollover service to cover the gaps

Even after maximizing the number of potential active users and adding mobile chat to user smartphones, there are times when no one at the dealership is available. These times can include periods of peak showroom activity, after hours or over holidays. A professional chat rollover service with automotive experience is a great way to cover the gaps. A chat rollover service fields basic questions for consumers, records lead information and forwards the opportunity on to the dealership so that every prospective online buyer has the chance to give you the business.

The heatmap above illustrates the peak hours during the day when dealers receive incoming chats. Take note of the deep red pockets of consumers shopping while they’re at work as well as the medium orange activity from 8-11PM at night.

Want more tips for maximizing sales with chat?
Check out the new resource from Dealer Marketing Magazine, DealerChatTips.com

The Numbers
Have you noticed that people these days are more social than ever? The use of online social networks is exploding, as evidenced by the recent launch of Google+, Google’s answer to Facebook. In just the first 30 days, Google+ garnered 25 million users, the fastest growth of any social networking site in history. So, what is it about communicating online with real people, represented by imperfect photos, that has so much of the public attracted to Facebook and now, Google+?

Today more than ever customers are looking to interact online. Mashable, one of the internet’s most respected social media monitoring sites reports that “9 out of 10 Americans are now online” and of those, “the purchasing decisions of nearly 38 million 13 to 80-year-olds in the U.S. are being directly influenced by social media.”

The Takeaway
So, how does this apply to dealerships? First, what it means is that dealers are wise to reach out to consumers via social networking sites. Second, the numbers indicate that online consumers are beginning to expect similar online access and social interaction with people at the dealership.

If you’ve spend any time at all looking for products online these days, you’ll notice live chat icons appearing on major consumer websites like Dell, Bank of America and many others. Instant chat offers a convenient way for shoppers to connect with retailers, ask questions and receive instant answers.

This year alone more than 9000+ auto dealers will conduct approximately 3 million live chat conversations with consumers using the Contact At Once! dealer chat network. Car buyers looking for vehicles online are greeted by the actual photo and name of a person at the dealership who is, at that precise moment, prepared to engage in a conversation. Let’s keep in mind that these conversations aren’t about deciding what to eat for lunch. No, consumers are requesting information about inventory and building rapport with the salesperson in the process. Consider a recent quote from Contact At Once! user Mitchell Brenner of Precision Acura of Princeton: “Signing up with Contact At Once! was the single best move we’ve made to generate quality leads from people ready to buy.” Mitchell’s dealership sold 10 more cars because of dealership chat the month that statement was made.

Conclusion
The promise of the social networking experience is that individuals can reach out and interact in real-time with real people, whose names they know and faces they can identify. Dealership websites are more socially accessible when they offer online chat as a way to interact with consumers. Providing an option to chat live from the dealership’s website results in more consumer engagement (at least 25% more sales conversations) and a modern online experience which transitions seamlessly into showroom rapport the moment a consumer arrives on the lot and recognizes the person they’ve been speaking with all along.

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