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Unless you are selling cars out of a cave in the Sierra Nevadas, you know that virtually everyone does some or all of their vehicle, boat, and RV shopping online. A well-structured live chat is the most effective way to engage car shoppers and start the process, and if you’re not convinced of the potential, just take a look at some online dating statistics that closely resemble car biz numbers:
What does this mean for digital marketing in the auto industry? It means a HUGE chunk of the population is using a form of chat messaging to cultivate the most important relationship in their lives. If they’re so comfortable relying on chat for love, don’t you think dealers would be wise to meet them in this comfort zone?
It’s been nearly 80 years Dale Carnegie basically convinced the sales world the importance of relating to others on terms in their comfort zone. All 15 million copies of How to Win Friends and Influence People explain how a focus on clients and prospects’ interests, and when it comes to auto websites, giving shoppers a chance to communicate on their terms.
People of all ages and demographic strata are in their comfort zone using SMS text messages, Facebook, Instagram, Skype, and a host of two-way chat apps to do more than stay in touch with family and friends. The data say that the ‘comfort zone’ clearly extends to finding love – and major purchases – is on some kind of digital screen, be it computer, tablet or mobile phone. Live chat in some form another is a way of life for nearly everyone with a mobile device in their hands. This means giving shoppers a chance to use live chat to start the buying process is a must in today’s market.
In case you’re wondering, the most commonly used term in a Match.com profile last year was travel, so presumably a substantial chunk of lovers not only spend a bunch of time using chat, but could probably use a new car, boat, or RV to ride off into the sunset with their new companion.
Tom LaPointe CarChat24 CHAT GURU
www.carchat24.com/ 24/7 Interactive Automotive Dealer Website LIVE CHAT Solutions Hosted or In-House Options – FREE web chat software 727-638-0195
A U.S. Marine Corps veteran, Tom has an MBA in Marketing and is an automotive writer and author with nearly 20 years experience in virtually every aspect of the retail auto industry. He has been involved with the internet from the beginning, building websites at Johns Hopkins University in the 90's, and has been a performance leader in nearly every dealer role, from sales and service, to BDC / internet sales and viral marketing.