Technology is constantly providing an ever expanding list of how people communicate with one another. Over the decades, communication channels have gone from the Pony Express, to the Postal System, to overnight delivery, to fax machines, to e-mails to social media/blogs. But the overwhelming communication channel today is one to one texting.
Numerous studies compare the predominance of text messages sent and received vs phone calls sent and received. And while the younger population has a 21 to 1 ratio of text to calls, even the 55+ population has a 3 to 1 text to call ratio. Consumers now prefer to text rather than call or e-mail.
One key factor in the growth of texting is the growth in smartphone ownership. And smartphones are being used 63% of the time when the consumer is at a dealership. Text is a record that is stored within the message platform of the smartphone so it becomes a reference document too, unlike website chat which is lost when the session is ended.
We all know that consumers are reluctant to fill out a lead form and to give out their personal information. A text lead is convenient and unobtrusive. And the two way conversation is immediate and interactive. Not to mention allowing a consumer on a competitor’s lot to text you with questions as they “showroom” other dealers.
The final piece of the puzzle is to text in a compliant manner to avoid potential fines and to have a platform to send a text lead into your CRM system. And keep the text lead within your dealership and not in your salesperson’s personal smartphone.
You need to text now, and not just for sales, it is great for service too as a consumers car is in the shop.
In this session, Scott Pechstein will review how to stay compliant, but also discuss a process which keeps your personnel on track, allows you to begin building a texting data base, just like the email data base you began creating years ago.
Takeaways:
● Identify common texting mistakes your salespeople make when contacting consumers
● Teach your staff how to successfully build a texting database
● Allow consumers to initiative the text right there on your website
● Stay compliant and keep your dealership out of risk when texting consumers
Identify common texting mistakes your salespeople make when contacting customers at this session and 100+ sessions, workshops and case studies at the 18th Digital Dealer Conference & Exposition from April 21-23 in Tampa, FL!
