Digital Dealer
Using Chat at Your Dealership to Build Customer Interaction
By Todd Smith
E-mail is becoming a crucial part of running a successful dealership. It is fast becoming the preferred form of communication that auto shoppers are using to get pricing, and in some instances, negotiate their entire automotive purchase. If you don't have e-mail at your dealership, you don't have a 21st century business.
But e-mail isn't the only way to communicate. Another hard-charging communication method comes courtesy of instant messenger software, shortened to the simpler "IM" (sometimes called by its older, "geekier" name: buddy lists).
IM software is like e-mail in that it allows users to send and receive messages, but unlike e-mail, IM transmits in real-time. There's no delay between sending and receiving, no downloading from a mail server. All that's required is the same IM software on both ends, a connection to the Internet, and that both parties be online.
IM is also a good fit for dealerships that already rely on computers for worker-to-worker communication. At our office, we all use IM to speed communication amongst the staff. It is invaluable when all you have is a quick question and don't want to interrupt the other person's work. One of the best things about IM software is that it is free, as is the access to the IM software maker's servers, which are used to transfer messages. Also, since it's essentially a one-click type of action, IM software is simpler to use than e-mail (although that's changing somewhat, as IM software bloats with new and sometimes complicated features). IM has another good feature in that it doesn't suffer from those unsolicited, unwanted spam messages as does e-mail.
To help you decide whether IM will work for your dealership, I've delved into my experience with instant messaging and tossed up some thoughts on how to apply it at your store:
First, pick the right IM. For instant messaging with shoppers, you'll want to use a system that gives you the most users. That means there are only a few services that I would even consider. In our research, more than 60% of net users are accessing our dealerships' Web sites through AOL, so using AOL's Instant Messenger system will allow you to cover the majority of the surfing population. Keep in mind, you want to steer for one of the simpler instant messengers.
For that reason, I'd forget about one of the most popular IMs, ICQ. It's overloaded with advanced features that you won't need. Instead, I'd download AOL's Instant Messenger.
A New Level of Prospect Interaction
Talk about instant communication, you will be able to grab your prospects when they are most "hot." Here are just a couple of ideas on how to effectively use IM at your store:
- Use it to set up test drives, set service appointments or as your online help desk when shoppers want information.
- If you have multiple people in your Internet department, use it for them to effectively communicate with each other. An example would be if you are on the phone with a prospect and you can't answer a question, send an IM to another person on your staff and get him to get the information, allowing you to focus onyour prospect.
Make sure you add all the people who Instant Message your dealership to your buddy list so you can follow up on them. If you see they are online, you can e-mail them, since sometimes it is hard to get back with prospects. I know it pushes the privacy issue, but we are here to sell cars-and if technology gives us an advantage then we need to use it. Prospects are armed with information as never before, so we must use every tool available to sell more units.
IM Tips for Your Dealership
First, place an icon on each of your Web pages with the IM software that you choose. Then you will also need to post your screen name. This way, prospects will be able to IM you if they have any questions. This is a great way to test to see if you need to use a more robust live chat system like liveperson.com or any of the other ones available. I like the AOL system because most people have AOL and the IM is free to everyone.
Just view online chat like a phone line that allows your shoppers direct access into your dealership without having to stop and e-mail you or even pick up a phone.
Also, this will allow you to push information or links to your prospects right through the IM and allow you to speed them to a buying decision.
If you want to see how easy it is to work, just e-mail me and you can see for yourself how simple it is to use.
Todd Smith is President and CEO of Target Marketing Group, the leading automotive Internet solutions provider. He is the publisher of the manual "Automotive Retailing on the Internet." TMG works with OEMs, dealership groups and individual dealerships on creating Internet strategies. Visit Target Marketing Group's Web site at www.tmg-online.com. tsmith@dealeronline.com
