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Critiquing A Live Dealer Chat Script -- Chat Tracks

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#21
Another live Dealer Chat to Critique... this one is easy.

Year=2009
Make=Toyota
Model=Matrix
StockNumber=71928090
VIN=2T1LE40E89C088826
Price=18990
StockType=CPO
caId=6332uu
affId=national

Transcript:
[2:40:29 PM]<Gordon>It's a GREAT day at Younger Toyota, my name is Gordon. How may we help you?
[2:40:56 PM]<Customer>Afternoon, trying to determine if Matrix S is still available?
[2:41:28 PM]<Gordon>Let me check in our inventory...bear with me one moment please
[2:41:36 PM]<Customer>thank you
[2:42:01 PM]<Gordon>Your Welcome
[2:43:02 PM]<Gordon>Does not seem to still be in inventory...though we have another 2009 Matrix S available
[2:43:30 PM]<Customer>Does it have AWD, sunroof and Roof rack?
[2:44:17 PM]<Gordon>It has the sunroof, but does not have the AWD or roof rack
[2:44:51 PM]<Customer>OK, thank you. I will check back to see if you have any AWD Matrix S's in your future inventory.
[2:45:07 PM]<Gordon>Have a great evening!!!
 
#22
Jeff Kershner said:
Another live Dealer Chat to Critique... this one is easy.

Year=2009
Make=Toyota
Model=Matrix
StockNumber=71928090
VIN=2T1LE40E89C088826
Price=18990
StockType=CPO
caId=6332uu
affId=national

Transcript:
[2:40:29 PM]<Gordon>It's a GREAT day at Younger Toyota, my name is Gordon. How may we help you?
[2:40:56 PM]<Customer>Afternoon, trying to determine if Matrix S is still available?
[2:41:28 PM]<Gordon>Let me check in our inventory...bear with me one moment please
[2:41:36 PM]<Customer>thank you
[2:42:01 PM]<Gordon>Your Welcome
[2:43:02 PM]<Gordon>Does not seem to still be in inventory...though we have another 2009 Matrix S available
[2:43:30 PM]<Customer>Does it have AWD, sunroof and Roof rack?
[2:44:17 PM]<Gordon>It has the sunroof, but does not have the AWD or roof rack
[2:44:51 PM]<Customer>OK, thank you. I will check back to see if you have any AWD Matrix S's in your future inventory.
[2:45:07 PM]<Gordon>Have a great evening!!!
Click to expand...

Huge opportunity here to slow the customer down, ask a few questions to build some additional rapport, until then lets assume the vehicle is available while the manager is checking to see if the car is still available...

<Customer>Afternoon, trying to determine if Matrix S is still available?
[2:41:28 PM]<Gordon>Let me check in our inventory...bear with me one moment please while I have the inventory manager check.

That's a nice Matrix S you are looking at.
We've had a few chats on that Matrix yesterday already.
What is it about this Matrix S that interest you so much?
Is the AWD feature important to you?

Now that you have built some rapport it would be much easier to ask for the customers first name.

1 sentence or question can take your chat in a completely different direction.
 
#23
I try to answer the question asked, then add a question of my own in the same reply, so that I can get the info I am looking for without giving them the chance to close me out before getting their answer. I have found that customers are normally easy to get info from if you are not ignoring their questions, but you have to ask for it.

Examples:

[2:40:56 PM]<Customer>Afternoon, trying to determine if Matrix S is still available?
[2:41:28 PM]<Gordon>Let me check in our inventory...bear with me one moment please. Just in case we get disconnected, may I have your name and email address?

[2:43:30 PM]<Customer>Does it have AWD, sunroof and Roof rack?
[2:44:17 PM]<Gordon>It has the sunroof, but does not have the AWD or roof rack - do you live locally that you could stop by and check it out in person? (they almost always tell me city and state they live in from this response, plus I'm asking for the appointment)
 
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#24
As a former dealership chatter myself, the one thing all of the example chats are missing are canned responses. I'm not saying they should be cookie cutter, and please, when using canned responses, always add a professional and personal touch, but the responses just seem all over the place. Smiley faces? "Just give me a sec." I cringed at all of them for one reason or another because the language makes the agent sound like a teenager manning the chat for their after school job.

Even if you are not using a staffed chat vendor who has their own canned responses, you can still have set responses for your in-house people. One thing a staffed chat vendor can offer is eliminating those salesman overtones from needing an Up themselves. They are there to get the lead, not the sale, so they (should) follow some simple rules that in-house chatters can benefit from as well.

Always go for the name as quickly as possible, and always in a way that introduces you first. Then you can build value and get further information by asking more about the vehicle of interest, payment methods they might want information on, and if they would potentially have a trade. Always answer the customer's questions, but with a positive spin if, for example, a vehicle of interest is no longer listed as in stock.

"I'm not showing the vehicle listed on my sheet, but I would be happy to confirm with my sales manager and get back to you..." can be a nice lead in for getting an email or phone number.

So regardless of using a staffed chat vendor or not, focus on getting the lead (name, number/email) rather than the sale, and you will be that much more likely to get the same down the road. And please use canned responses with the ability to alter and add text for that personal but still professional touch.
 
#26
emilymoore said:
I try to answer the question asked, then add a question of my own in the same reply, so that I can get the info I am looking for without giving them the chance to close me out before getting their answer. I have found that customers are normally easy to get info from if you are not ignoring their questions, but you have to ask for it.

Examples:

[2:40:56 PM]<Customer>Afternoon, trying to determine if Matrix S is still available?
[2:41:28 PM]<Gordon>Let me check in our inventory...bear with me one moment please. Just in case we get disconnected, may I have your name and email address?

[2:43:30 PM]<Customer>Does it have AWD, sunroof and Roof rack?
[2:44:17 PM]<Gordon>It has the sunroof, but does not have the AWD or roof rack - do you live locally that you could stop by and check it out in person? (they almost always tell me city and state they live in from this response, plus I'm asking for the appointment)
Click to expand...

Emily, thanks for chiming in. This is a great timeless thread and It's about time you become part of the community.

Great advice! "answer the question asked, then add a question in the same reply"..This is important with online chat. Consumers can click off faster than hang up the phone.

[2:44:17 PM]<Gordon>It has the sunroof, but does not have the AWD or roof rack - do you
live locally that you could stop by and check it out in person? (they almost always tell me city and state they live in from this response, plus I'm asking for the appointment)

"It has the sunroof, but does not have the AWD or roof rack"

My suggestion here... If you say "does not have" too early, you risk the chance of loosing the opportunity to build additional rapport all together.

As soon as you say "but does not have the AWD or roof rack" the customer can quickly close the chat and be gone forever. Believe me, I've seen it 100 times. This happens on the phone as well but instead you hear a clicking sound followed by a beep beep beep.

Slow down...and use Chat to your advantage.


[2:44:17 PM]<Gordon> that's a great question and I'll be sure to find this out for you..how important is the AWD to you?

This way you have the customer in suspense for the answer, you now allowed yourself the opportunity to find our how important a feature is to the customer (they're now questioning the importance themselves). Time to build additional rapport while qualifying the customer.
 
#27
Thanks for the welcome, Jeff.

The biggest missing piece of this transcript is asking for the appointment. Just like a phone up, the main goal of any chat should be to set the appointment. Sell the car when they get to your store. I try to ask questions that prompt customers to give me some reason to invite them in. Do they have a trade that I can appraise? Have they test driven the car they are considering? Maybe they are worried about their credit and I can get them to come in to fill out a credit app and speak with a specialist? It seems to be easy to forget, but if we control the conversation and stay focused on setting the appointment, it steamlines the conversation and eliminates alot of unnecessary fruitless back and forth/ time wasted.
 
Last edited:
#28
"M" how are you? So good to see you! Good advice below.

emilymoore said:
Thanks for the welcome, Jeff.

The biggest missing piece of this transcript is asking for the appointment. Just like a phone up, the main goal of any chat should be to set the appointment. Sell the car when they get to your store. I try to ask questions that prompt customers to give me some reason to invite them in. Do they have a trade that I can appraise? Have they test driven the car they are considering? Maybe they are worried about their credit and I can get them to come in to fill out a credit app and speak with a specialist? It seems to be easy to forget, but if we control the conversation and stay focused on setting the appointment, it steamlines the conversation and eliminates alot of unnecessary fruitless back and forth/ time wasted.
Click to expand...
 
#29
Here's a quickie for us to critique.

[FONT=Calibri, Verdana, Helvetica, Arial]Make=Jeep
Model=Wrangler
StockNumber=N71955GF
VIN=1J4FA49S56P731556
Price=17992
StockType=Used
caId=66111386

Transcript:
[2:38:10 PM]<Dealer>That's a nice vehicle, I've had a few chats on it already today.
[2:39:55 PM]<Customer>Looking to upgrade a 2001 same model w/101,525 miles. Any interest in trade-in?
[2:40:21 PM]<[/FONT][FONT=Calibri, Verdana, Helvetica, Arial]Dealer[/FONT][FONT=Calibri, Verdana, Helvetica, Arial]>yes we take all trade ins when could you bring yours and look at ours
[2:44:49 PM]<Customer>In rochester, NY so would have to arrange. Can u "ballpark" trade-in value assuming good condition? Again, just a rough idea. Trying to surprise wife.
[2:47:21 PM]<[/FONT][FONT=Calibri, Verdana, Helvetica, Arial]Dealer[/FONT][FONT=Calibri, Verdana, Helvetica, Arial]>between 4000 and 8000 depending on its condition and an inspection of the vehicle
[2:49:44 PM]<Customer>Very good and thank you. I have printed your ad and your name. I will contact you when I can. Thanks again!
[2:49:55 PM]<[/FONT][FONT=Calibri, Verdana, Helvetica, Arial]Dealer[/FONT][FONT=Calibri, Verdana, Helvetica, Arial]>your welcome[/FONT]
 
#30
Jeff Kershner said:
Here's a quickie for us to critique.

[FONT=Calibri, Verdana, Helvetica, Arial]Make=Jeep[/FONT]
[FONT=Calibri, Verdana, Helvetica, Arial]Model=Wrangler[/FONT]
[FONT=Calibri, Verdana, Helvetica, Arial]StockNumber=N71955GF[/FONT]
[FONT=Calibri, Verdana, Helvetica, Arial]VIN=1J4FA49S56P731556[/FONT]
[FONT=Calibri, Verdana, Helvetica, Arial]Price=17992[/FONT]
[FONT=Calibri, Verdana, Helvetica, Arial]StockType=Used[/FONT]
[FONT=Calibri, Verdana, Helvetica, Arial]caId=66111386[/FONT]

[FONT=Calibri, Verdana, Helvetica, Arial]Transcript:[/FONT]
[FONT=Calibri, Verdana, Helvetica, Arial][2:38:10 PM]<Dealer>That's a nice vehicle, I've had a few chats on it already today.[/FONT]
[FONT=Calibri, Verdana, Helvetica, Arial][2:39:55 PM]<Customer>Looking to upgrade a 2001 same model w/101,525 miles. Any interest in trade-in?[/FONT]
[FONT=Calibri, Verdana, Helvetica, Arial][2:40:21 PM]<[/FONT][FONT=Calibri, Verdana, Helvetica, Arial]Dealer[/FONT][FONT=Calibri, Verdana, Helvetica, Arial]>yes we take all trade ins when could you bring yours and look at ours[/FONT]
[FONT=Calibri, Verdana, Helvetica, Arial][2:44:49 PM]<Customer>In rochester, NY so would have to arrange. Can u "ballpark" trade-in value assuming good condition? Again, just a rough idea. Trying to surprise wife.[/FONT]
[FONT=Calibri, Verdana, Helvetica, Arial][2:47:21 PM]<[/FONT][FONT=Calibri, Verdana, Helvetica, Arial]Dealer[/FONT][FONT=Calibri, Verdana, Helvetica, Arial]>between 4000 and 8000 depending on its condition and an inspection of the vehicle[/FONT]
[FONT=Calibri, Verdana, Helvetica, Arial][2:49:44 PM]<Customer>Very good and thank you. I have printed your ad and your name. I will contact you when I can. Thanks again![/FONT]
[FONT=Calibri, Verdana, Helvetica, Arial][2:49:55 PM]<[/FONT][FONT=Calibri, Verdana, Helvetica, Arial]Dealer[/FONT][FONT=Calibri, Verdana, Helvetica, Arial]>your welcome[/FONT]
Click to expand...

Good luck following up with this customer!
 
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