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NEW CONTEST: Top 5 Tips For Selling a Car to a Chat Prospect

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#21
Here is another example of one of my chats, this customer was in another state and I can proudly say that we have successfully sold this couple a vehicle and they are elated about their new ride! :)

Starting Time: 11/7/2011 11:22:22 AM Eastern Standard Time
Agent: Shamara Coates
VisitId: 12926434
Time to Answer(in seconds): 8
Origination: http://www.jimellisbuickgmcatlanta.com/new-inventory/index.htm?invtype=new&SByear=2011&SBmake=Buick&SBmodel=Regal&SBbodystyle=clear&SBprice=clear

Transcript:
[11:22:25 AM]<System>Agent Shamara Coates has accepted the conversation [11:22:30 AM]<Shamara Coates>Hello, How may I help you?
[11:22:44 AM]<Customer>Hi Shamara,
[11:23:01 AM]<Shamara Coates>Hello!! Who am I speaking
[11:23:05 AM]<Shamara Coates>with?
[11:23:37 AM]<Customer>My name is Don and I am interested in one of two Buick Regals. RE4045 and RE 4047.
[11:24:16 AM]<Shamara Coates>Fantastic!!! Let me pull them up for your Don :)
[11:24:42 AM]<Customer>I have seen that you are offering $5000 MSRP, is this true?
[11:24:56 AM]<Shamara Coates>Oohhhh, the Summit White and the Majestic Blue~
[11:25:03 AM]<Customer>Yes.
[11:26:13 AM]<Shamara Coates>You are absolutely right Don!! There is $5,000 off of MSRP so that will make both vehicles $24,510 each before taxes and fees! When can I expect you to come out Don?
[11:28:39 AM]<Customer>Let me explain my complicated situatuion. My wife and I relocating to Atlanta from Phoenix in a week. We have decided to look at getting a new car there rather thankkdriving an old car out.
[11:29:50 AM]<Shamara Coates>You are the 2nd person that I have talked to within the last day or so that is moving here from Phoenix!! I totally understand though Don, that drive is rough!
[11:30:32 AM]<Shamara Coates>Well let me say prematurely Welcome to Atlanta!! I moved here 9yrs ago and I fell in love with the city.
[11:30:38 AM]<Customer>So we are looking at being in Atlanta on the 19th. We have test driven a Buick here, so we know how the car feels.
[11:31:00 AM]<Shamara Coates>Fantastic!! So, what are your plans with your current vehicles?
[11:31:19 AM]<Customer>Is there a way to handle part of this deal from a distance? We don't want to lose the cars.
[11:32:06 AM]<Shamara Coates>Absolutely Don, I work with people all over!!! Sold a guy his truck while he was in Afghanistan....Phoenix is a piece of pie!
[11:32:26 AM]<Customer>Are current cars are high milage, so probably will not have much value. We are looking at donating them or giving them to younger family (teen) drivers.
[11:33:34 AM]<Customer>Just to be sure, we just need one car, not both.
[11:34:25 AM]<Customer>What percentage rate are you giving on financing?
[11:34:31 AM]<Shamara Coates>That is perfect Don, that is a great blessing of a donation or gift.
[11:35:57 AM]<Shamara Coates>We have many banks that we work closely with and I have seen some great interest rates. I understand that you are coming on the 19th, however if you are definitely interetested then we can begin the process of securing a loan for one of these beauties :)
[11:36:34 AM]<Shamara Coates>I can take pictures for you if you like as well so that you can better decide which vehicle will suit you better
[11:37:46 AM]<Customer>Pictures would be wonderful! Are there any differences between the two cars besides color?
[11:38:03 AM]<Customer>What do we need to do to start the credit application process?
[11:40:00 AM]<Shamara Coates>No difference they are the exact same vehicle just different colors
[11:41:36 AM]<Shamara Coates>If you are interested go to www.JimEllisBuickGMCAtlanta.com and fill out a secured credit application online. When you are complete, give me a call or text at 404.XXX.XXXX(my cell) and I will pull it up and have my business manager work the magic for you....
[11:41:55 AM]<Shamara Coates>Would you like pictures of the inside as well or just the outside?
[11:42:47 AM]<Customer>On the pictures, inside and out please. We are leaning toward the blue. My e-mail address is [email protected].
[11:43:28 AM]<Shamara Coates>I think that you will like the blue better personally :)
[11:43:39 AM]<Shamara Coates>What is the best phone number to reach you?
[11:45:01 AM]<Customer>I will move to the credit application part and get it completed. I will text you when I am done. Thanks, Don
[11:45:26 AM]<Shamara Coates>Great!! What is your last name and phone number Don?
[11:46:24 AM]<Customer>770-XXX-XXXX is my phone number. My last name is <nameremoved>.
[11:47:05 AM]<Customer>It is an Atlanta number. We lived there about 4 years ago and are returning.
[11:48:35 AM]<Shamara Coates>Oh you switched numbers already, awesome! Do you have your ATL address where you will be titling the car?
[11:49:47 AM]<Shamara Coates>Don, I don't want to drive you insane with questions.....fill out the application and text me when you are complete.....we shall handle everything then....I will send pictures in the next hour....
[11:51:25 AM]<Customer>Our Atlanta address is <address removed>
[11:54:18 AM]<Shamara Coates>Oh you are right around the corner!! Perfect!!
[11:54:47 AM]<Shamara Coates>I will be looking for your text when you are complete with the application!!
[11:55:22 AM]<Customer>I was hoping you were as close as the map showed. Makes it much easier for us to get to you.
[12:02:35 PM]<Shamara Coates>Yes sir!!!


I like to get excited about the vehicle with the client as if I am purchasing the vehicle for myself. Don and his wife texted me everyday until they came in and I texted them a different picture of their car everyday to keep the excitement up. Mission Accomplished!!!
 
#22
I took this chat yesterday and thought it may be a good one to share with some of you who may at times take their net pricing down or do not put their prices online at all (if there are any of you still out there!) We always put our prices online, but due to a big mailer sale we have going on for the weekend we took them down for a few days. Needless to say our chat traffic went crazy with..."whats the price" type questions. A chat would start, a rep would give a price right off the bat, then the chat would leave.... OR they would just try to get information before they answered the chats question and then the chat would end.

I always try to implement a "you give you gets" type of strategy with my chats. No one is going to just hand over information or respond positively to being grilled right off the bat. Ill answer the question first, then ask a questions of my own. This usually goes over very well.

For our "big sale" this weekend I just gave this customer some inflated prices as a ball park to start off to show him I was playing ball. Then I tried to get his information (no phone in this case, but at least the email). Then I came back and said GREAT NEWS, our special sale price is XXXX! This really helped build some excitement and help me set the appointment. I attached the chat below and my best chat advice would be to use the "you give you gets" format when it comes answering questions and building rapport and always always ask for the information or the appointment if need be at least twice, as shown below.

PS...I cant wait to have my prices back online, lol


Transcript:
[12:14:08 PM]<System>Agent Walt Kustra has accepted the conversation
[12:14:09 PM]<Walt Kustra>Hello, How may I help you?
[12:15:59 PM]<Customer>Hey there. I was just browsing your site and looking for an SUV pre-owned. I found two SUVs that I really like...2010 Toyota Highlander stock number 9245A and 2007 Toyota RAV4 stock number 9251A. What are the prices on these vehicles?
[12:19:11 PM]<Walt Kustra>you know what, i know exactly the ones you are talking about...one of my other sales reps here was showing the highlander a little bit ago, and the Rav is exceptionally nice. Right now we are having a HUGHE used car blow out sale, and that is why our prices are currently not online, they were literally too low to advertise.. the price of 9245A was originally 29000 and 9251A was 23000 [12:19:20 PM]<Walt Kustra>but with this sale going on....they have been really really reduced
[12:19:55 PM]<Walt Kustra>I actually need to get with my used car manager to get the final sale pricing real quick. it should only take me a few minutes. is there a best number i can reach you back at?
[12:20:03 PM]<Walt Kustra>My name is Walt by the way, im our net manager here at our store
[12:20:38 PM]<Customer>I can't talk on the phone until later so if you could get me the prices real quick that would be awesome.
[12:21:48 PM]<Walt Kustra>im trying to call him right now, he has some people in his office. I need to walk away from my computer real quick but will be right back. Could you at least give me your email address in case we get cut off. I have so many things open on my computer it would not be the first time i lost someone and want to make sure i can get back to you [12:22:20 PM]<Walt Kustra>ill brb im going to get those prices...
[12:22:22 PM]<Walt Kustra>thank you!
[12:22:29 PM]<Customer>ok that works. [email protected] [12:27:30 PM]<Walt Kustra>Ok, im back thank you for holding! Alright, until saturday and as long ast these available the prices will be all the way down to 25900 on 9245A
[12:27:32 PM]<Walt Kustra>and
[12:28:06 PM]<Walt Kustra>all the way down to 16900 on 9251A
[12:29:08 PM]<Customer>WOW. Awesome. I will prob see you today after work. I work till 4. My name is Josh.
[12:29:19 PM]<Walt Kustra>I know right! how crazy is that!
[12:29:22 PM]<Customer>I am very interested in the RAV4
[12:29:26 PM]<Walt Kustra>we do this once a year
[12:29:32 PM]<Walt Kustra>Will you do me a big favor?
[12:29:43 PM]<Customer>ys..
[12:29:48 PM]<Customer>yes
[12:29:51 PM]<Walt Kustra>will you ask for me when you stop in Josh. My name is Walt Kustra and I am our internet sales manager here at our store [12:30:10 PM]<Walt Kustra>I can help you out when you arrive, and ill make sure to schedule some time for you around 4PM if thats good for you
[12:30:41 PM]<Customer>Yes I will. Could you hold the car till later...or is that not possible? I will be there around 430ish 5 because I live in Sharon.
[12:33:49 PM]<Customer>Well?
[12:34:05 PM]<Walt Kustra>im sorry
[12:34:09 PM]<Walt Kustra>i had to step away for a moment
[12:34:16 PM]<Customer>oh that's fine.
[12:34:47 PM]<Walt Kustra>Unfortunately I cant hold a used car. It just isnt fair to the other salespeople if they get someone here in the meantime. I will shoot you an email or give you a call if it sells in the meantime if you would like [12:35:20 PM]<Walt Kustra>Ill put you in my schedule for 445 and if you dont hear from me then you know that both are still available.
[12:35:51 PM]<Customer>awesome thank you so much. I will see later Walt. Again, truly appreciate it.
[12:36:23 PM]<Walt Kustra>no problem Josh, Im looking forward to meeting you. would you like me to just send you an email if anything happens with those cars in the meantime, or should I give you a quick buzz?
[12:36:48 PM]<Customer>Just shoot me an email. thanks again. See later.
[12:37:46 PM]<Walt Kustra>see ya josh have a good day ill see you soon!
 
#23
This is probably nothing new to anyone, but I always treat a chat just like a phone call; they are waiting on the other "line" just like a caller. Also, I try to develop a short repoir before asking for contact info, and earn their trust by providing information and being as helpful as possible.
 
#24
I think that I look at chat in the philosophy of "Speak Softly and Carry a Big Stick". What that means is that I think that customers use chat because they are hesitant to take the next step with the dealership. So, building a strong, personal connection upfront is imperative. Another tip that I have is that even if I know the answer to the first question they ask off the top of my head, I always say, "Allow me just a moment to double check for you" and then ask for contact info. Once you have estabilished that , then you need to "Hit them with your stick!" You need to have a call to action that is so strong that they have no other choice than to come in now or risk losing out. - Amanda with Oxmoor Mazda Louisville, KY

www.oxmoormazda.com
AJ says @ 10:03:41 AM:
[OP] Operator amandamarsal Picked Up Session

Amanda Marsal - Oxmoor Mazda World says @ 10:03:43 AM:
Hello AJ. My name is Amanda Marsal - Oxmoor Mazda World how can I help you?

AJ says @ 10:04:11 AM:
Checking to see how many Mazda 6 S cars you on the lot

Amanda Marsal - Oxmoor Mazda World says @ 10:04:32 AM:
Allow me just a moment to double check for you, So I can start a record for you in our system, what is a good contact number or email address for you?

AJ says @ 10:04:47 AM:
[email protected]

AJ says @ 10:05:37 AM:
Looking for leather interior as well.

Amanda Marsal - Oxmoor Mazda World says @ 10:06:01 AM:
Out of the 50 new Mazda6 models that I have available, I only have 4 remaining s models 2 are touring, and 2 are Grand Touring

Amanda Marsal - Oxmoor Mazda World says @ 10:06:14 AM:
Let me see if the Touring models have leather

Amanda Marsal - Oxmoor Mazda World says @ 10:07:59 AM:
We do have an open availability of whichever model you prefer, since we are a volume dealership we normally don't have an issue getting exactly what our customers want, and normally within about 48 hrs

AJ says @ 10:09:11 AM:
I'm looking on line now and see one I could be interested in. what # do you need to check if that one is still available?

Amanda Marsal - Oxmoor Mazda World says @ 10:09:27 AM:
should be M and 4digits

AJ says @ 10:09:36 AM:
M5646

Amanda Marsal - Oxmoor Mazda World says @ 10:10:45 AM:
one moment while I double check for you

Amanda Marsal - Oxmoor Mazda World says @ 10:11:44 AM:
That one is still available

AJ says @ 10:12:07 AM:
internet doesn't show a listed price. Any info on that?

Amanda Marsal - Oxmoor Mazda World says @ 10:13:03 AM:
That one is an S Grand Touring and has an MSRP of $35,075

Amanda Marsal - Oxmoor Mazda World says @ 10:13:49 AM:
some of the options on this one include: Front and rear splash guards, navigation, remote start, spoiler, wheel locks and tech package

Amanda Marsal - Oxmoor Mazda World says @ 10:14:20 AM:
It is a 2011 though and our GM just mentioned how much he would like to sell our remaining 11's since our 2012's are already here. That means our remaining inventory won't last very long.

AJ says @ 10:15:01 AM:
What are the incentives?
Amanda Marsal - Oxmoor Mazda World says @ 10:15:17 AM:
Mazda is also offering 0% financing for 60months to qualified buyers on the Mazda6, but only for a few days more.

AJ says @ 10:15:34 AM:
I currently have a 2007 CX7...any mazda loyalty?

Amanda Marsal - Oxmoor Mazda World says @ 10:15:34 AM:
as well as customer cash and dealer offered additional discounts

Amanda Marsal - Oxmoor Mazda World says @ 10:15:43 AM:
$500 owner loyalty as well

AJ says @ 10:16:11 AM:
Awesome! Okay. Thanks for the info. My name is AXXXX JXXXX, hence the AJ. Between today and tomorrow...I probably will be into see the inventory

Amanda Marsal - Oxmoor Mazda World says @ 10:16:49 AM:
ok great AJ and what is your last name? Do you have a tentative time so that I can ensure that my Market specialist is available to appraise your vehicle?

AJ says @ 10:17:43 AM:
My name is Angxx JoXXX, hence the AJ! If its tomorrow, at noon. If its today, probably not until 3 or after

Amanda Marsal - Oxmoor Mazda World says @ 10:18:42 AM:
Ok we don't close until 8pm tonight, and you can just text or call me on my cell at 502-554-2770 when you are on your way so I can go ahead and pull the keys to the Mazda6 we discussed, and by the way
I see that you are a fan of our facebook page, have you seen our current specials on there?

AJ says @ 10:19:53 AM:
Will you be the sales person to help me then?

Amanda Marsal - Oxmoor Mazda World says @ 10:20:25 AM:
I am the e-Commerce Director and will make sure that I personally pick your sales representative to work with you

AJ says @ 10:24:25 AM:
Yea I seen that on FB ;) I also confirmed there that this could be you hahaha

AJ says @ 10:24:33 AM:
what would we do without FB these days ;)

Amanda Marsal - Oxmoor Mazda World says @ 10:24:36 AM:
gotta love FB

AJ says @ 10:24:39 AM:
lol

Amanda Marsal - Oxmoor Mazda World says @ 10:25:01 AM:
I won't be here tomorrow, and I would love to see you if you can make it over this evening

AJ says @ 10:25:19 AM:
Okay I won't take up your time. Just wanted to check and see if these cars were still there. We came in a couple weeks ago and didn't see any leather packages.So I was glad to see that the internet was showing something different

Amanda Marsal - Oxmoor Mazda World says @ 10:25:58 AM:
Depends on who to speak with and how familiar they are with the inventory. Sometimes some of the newer salespeople aren't super knowledgeable about the product. Unfortunately, there is a lot of info to learn!

AJ says @ 10:26:13 AM:
I almost traveled to ohio to look at one that caught my eye so this is way better if we can get a deal worked out.

Amanda Marsal - Oxmoor Mazda World says @ 10:26:14 AM:
that is why with my customers I like to hand pick who they work with

AJ says @ 10:26:37 AM:
you there til 8?

Amanda Marsal - Oxmoor Mazda World says @ 10:26:47 AM:
I will be here til 7pm

AJ says @ 10:26:58 AM:
Okay. Well hopefully I can get in there. Great talking to you! :)

Amanda Marsal - Oxmoor Mazda World says @ 10:27:13 AM:
Nice chatting with you as well!

She came in that night at 4pm and bought the GM'S Demo with 2k miles on it.
 
#25
Thanks to everyone who participated for all of the fantastic feedback! The official contest has ended, but feel free to continue adding your tips and advice to help other dealers out.

WHAT'S NEXT
We'll be reviewing all the tips and selecting the Top 5 Tips For Selling A Car To A Chat Prospect in the next couple of weeks.

STAY TUNED
The 5 winners of the $100 Starbucks Gift Cards will be announced on Contact At Once! Facebook Fan Page, featured in an upcoming article on www.DealerChatBlog.com and highlighted in the January edition of our monthly eNewsletter (which currently reaches more than 9,000 dealers).
 
#27
This is exciting! The winners were just announced. See if your tip made the Top Five:
[url]http://www.dealerrefresh.com/top-five-tips-for-selling-to-a-chat-prospect-contest-winners/[/URL]

Thanks again to all who participated. Please feel free to continue sharing your successes, advice and transcripts here for other dealers to benefit from.

DON"T FORGET
For more best practices and dealer video check out the Dealer Chat Blog. Also, stay tuned to our Facebook Fan Page for more giveaways and announcements.
 
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