how to connect with leads in real-time: the moment of truth
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How To Connect with Leads in Real-Time: the Moment of Truth
Ed Parkinson
Contact At Once!
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QUESTIONSQuestions
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Connecting With Customers In Every Moment ofTruth!
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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
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%
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