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

Ed Parkinson

Contact At Once!

Moderator

Becky RossMarketing Manager

Office:  (303) 228-8753

bross@kpaonline.com

Presenter

Ed Parkinson

Contact At Once!

Office:  (678) 317-9456   eparkinson@contactatonce.com

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

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Connecting With Customers In Every Moment ofTruth!

AutoDealerChat.com© 2011 Contact At Once! LLC, All Rights Reserved

For more information: +1-866-358-3880 +44-(0)-1372-373969

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Disruptive Technology

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Stimulus ZMOTFMOT SMOT

Present in ZMOT

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67% Plan To Purchasea 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

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More Connections

Typical Conversion Increase

But Buying A Car Isn’t a Straight and Narrow Path

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Stimulus

ZMOT

The Car Buying Process is Like a Meandering Path

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?

?

?

?

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Help Shoppers Navigate the Path

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Text

Chat

Email

Call

Chat

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The 5 “Be’s” of ZMOT

Be Found

Be Engaged

Be Relevant

Be MetricDriven

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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

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Present in the Auto Network

Actual DealerWebsit

e

DealerWebsite

Dealers without

Presence

Dealers with Presence

Actual DealerWebsit

e

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763 million chat users worldwide

248 million chat users worldwide

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Add a Photo

The ‘Net Goes Mobile

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Google Engage:

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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.

2010 Text Messaging

2010 Phone Calls

35% more

Code to Chat/SMS

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Send Text972-919-0239

Presence Awareness

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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

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3 Best PracticesTo Optimize for Presence

Involve the whole teamA) Management (B) Receptionist

1.

Get mobile and use a supporting cast2.

Who has the responsibility to manage presence?3.

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3 Best PracticesTo 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.

Smart People Power

Zappos.com• Inspire Happiness &

Engagement• Be Available at All Touch

Points• Personal Emotional

Connections• Have Interactions not

transactions

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Connect & Multiply

Source: DealerChatMarketShare.com

Are you present & connecting on your website?

Dealer Chat AdoptionFebruary 2012

Websites with chat

19.3%

Websites without Chat

80.7%

Thank you!

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