Your Fingers Are Not Too Fat

Presented By: WAYNE USSERY of Jim Ellis Auto Dealerships& JOHN HANGER of Contact At Once!

Tips & Techniques For Effectively Using ChatTo Sell More Cars

Atlanta, GA 14 Stores (Audi, Buick-GMC, Chevy, Hyundai,

Mazda, Mitsubishi, Porsche, Saab, VW, Wheego) eDealer-100 top 10 for past 8 years 4800+ cars sold via Internet in 2010, of which 10-

12% attributed to chat

About Jim Ellis Auto Dealerships

Overcoming the Top 5 Chat Obstacles Grabbing The Low Hanging Fruit Coordinating Group vs. Store Level Chat

Functions

Action Items

Learn from a successful dealer group about using chat to sell more cars

Popular with consumers–increases interaction Now on Autotrader.com, Cars.com, others On ~15% of dealer websites and growing

Chat Is A Major Trend

Top 5 Chat Obstacles & How To Overcome Them

Top 5 Chat Obstacles& How to Overcome Them

1. We thought chat had to be outsourced2. Chat software is too complicated3. We aren’t staffed to answer chats4. Tried it – shoppers wouldn’t give us info5. My people can’t type (fingers too fat…)

Some vendors propagate this misinformation Fact: More dealers answer their own than

outsource Guideline:

1. If you outsource your phone, outsource chat too2. Otherwise, answer your own chat for the same reasons

you answer your own phone “Chat is today’s phone-up. If you don’t have chat

it’s like not having your phones plugged in.” Marc Ray, Grogan’s Towne CDJ

Selective outsourcing can make sense

Obstacle #1We Thought Chat Had To Be Outsourced

Some chat software is too complicated but... Easy-to-use software exists for PC’s, Macs, and

mobile devices Free online self-paced training exists Over 8,000 dealers and 40,000 sales people are

successfully answering their own chats today

Obstacle #2Chat Software is Too Complicated

Obstacle #3We Aren’t Staffed To Answer Chats

No special staffing required and no need for someone to be glued to their computer

The more staff enabled, the more likely one of them will be available when the next shopper clicks to chat…consider enabling floor as well

Mobile apps make it possible to answer chats from mobile phones and iPads

Selective outsourcing, or “rollover”, for after hours and during times when staff is covered up

Special considerations for service dept.

Obstacle #3We Aren’t Staffed To Answer Chats

Obstacle #4Tried It-Shoppers Wouldn’t Give Us Info

Online shoppers that chat are not likely to divulge personal info up front, much like callers

Keys to success in getting contact info1. Give a little info, ask for a little info2. Build rapport3. Don’t give up too much information4. Schedule the appointment, or escalate to phone

call 50% contact info capture rate is typical Arguably there is value in productive chats

where contact info is not exchanged too

Obstacle #4Tried It-Shoppers Wouldn’t Give Us Info

Chat is informal – perfect spelling and grammar are not expected

Hunt-and-peck typing is just fine No experience required In many ways, chat is easier for a salesperson

versus phone because there is time to think as one types (i.e. before hitting “send”)

Obstacle #5My People Can’t Type (Fingers Too Fat..)

Grabbing The Low Hanging Fruit

1. Enable chat on 3rd party and OEM sites 2. Take advantage of free online chat training3. License chat for your dealership’s website(s)4. Leverage CRM integration to track results5. Review chat transcripts and use for training

Grabbing The Low Hanging Fruit

1. Encourage competition amongst stores and use benchmark reporting to keep score

2. Select vendor solutions designed with group-level administration and reporting

3. Standardize on tools so that employees are portable and to minimize IT and training costs

Dealer Group Level Considerations

Your Fingers Are Not Too Fat.You Can Do This!

Thanks For Attending!

Wayne Ussery, Director of MarketingJim Ellis Auto Dealerships770-458-6811wayneu@jimellis.comwww.jimellis.com

John Hanger, CEOContact At Once!866-358-3880jhanger@contactatonce.comwww.autodealerchat.com