Mike Vandenbos | Zipwhip | Director of Sales | [email protected]
Mercedes Dealership Gives it’s Landline Phone Number a Tune-up
Mike Vandenbos Carl Rempel National Director of Sales Founder Zipwhip MetroFusion
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
Big Five Reasons
1. Branding your number: Key Identifier
2. Simplicity: No Learning Manual
3. Storage: See message history of each
customer
4. People don’t answer the phone anymore
5. Delay & Decay…you invest so much money in
getting them to contact you…send them a text!
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
The Automobile has evolved…So has Communication with the Customer
49% of mobile auto searchers end up making a purchase the same day of their research
71%—report using their smartphones as part of the buying process, with 63% using their phones for research while they are physically at the dealership
84% percent of automotive shoppers are on Facebook. 38% of consumers will consult social media in making their next car purchase
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
In this case study we will explore the unexpected benefits of Landline texting that most impressed a Mercedes dealerships staff and management. Using texting in Fixed Operations to sell more labor hours and service contracts
How to combine texting with email and phone calls to increase sales conversion
Learn the steps to integrating texting into your service and sales teams
Explain how landline texting is superior to short code texting methods
Review best practices and compliance around TCPA and DNC regulations
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
Sales appointment/confirmation texting in detail (Part 1 of 2) Peter, thank you for calling.
It was nice chatting with you today. Your
appointment is set for Saturday 9am.
We look forward to your visit with us.
Please ask for me. Thank you,
Maryanne 818-123-1234
Thank you, Maryanne. Not interested in the
2015.Looking for a dark grey C250 or C300 w/ tinted windows. I'd like to test
drive to see the difference btwn
8/21/14 10:43am
8/21/14 10:38am
8/21/14 10:38am
250 & 300. Also want to see how much room the
coupe has in back seats.2014 new or cert. pre-owned w/ warranty
a MUST. Hope this helps. See you
Saturday!8/21/14 10:43am
Yes! Thank you so much for letting me know! See
you Saturday!!
8/21/14 10:58am
Peter, we will see you tomorrow at 9am.
8/22/14 4:40pm
Thanks, it's going to be more like 10
8/22/14 4:52pm
Peter, thank you for visiting us over the
weekend. When are you coming back?
8/25/14 10:06am
Later this week. We've been working with
Sally. She's been very helpful.
8/25/14 10:13am
Great! Either myself or Sally will be in touch. She mentioned you may be in
Tuesday. Do you think you'll make it?
8/25/14 10:14am
Definitely no on Tuesday. Booked solid with work meetings.
Trying to schedule time for car stuff Thursday.
I'll get back witha time slot. Thanks8/25/14 4:18pm
No problem Peter. Thank you. We will be in touch.
8/25/14 4:19pm
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
Sales texting conversation in detail (Continued)
We are pretty serious about the steel grey
C250
We'll want to discuss this car at our next
visit.
Okay, I will definitely let Sally know. Thank you for
letting me know.
8/25/14 4:23 PM
8/25/14 4:22 PM
8/25/14 4:22 PM
Good morning Peter, hope all is well. Wanted to check in with you about coming
in today. Do you know what you can
make it in?8/27/14 9:35
AM
Still trying to work out a time for tomorrow
morning. May end up being Friday. Good
evening to you.
8/27/14 4:51 PM
Thank you for getting back to me Peter. Either way let me know what works best
for you. I will be in tomorrow at 9am.
Thank you!8/27/14 4:52
PM
No luck for coming in today. We'll be in
tomorrow morning as soon as you and Sally
are available
8/28/14 9:09 AM
Let me know the earliest
we can come by. Thanks
8/28/14 9:10 AM
Good morning Peter. Thank you for letting me know.
Tomorrow 10am works. Is that a good time for you?
8/28/14 9:21 AM
That'll work. If you can do 9:30, even better.
8/28/14 2:40 PM
Great! That works! See you tomorrow at 9:30am.
Thanks Peter.
8/28/14 2:43 PM
We're almost there. Where shall we meet?
8/29/14 9:24 AM
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
C#1: Sales/ BDC:
1. Christian calls store with questions for salesperson on a Thursday and sets an apptfor Saturday
2. Sales BDC sends an appt confirmation after the call wraps up.
3. Conversation continues via SMS
4. On Friday, Sales BDC sends another appt confirmation for Saturday's appt
5. Conversation continues via SMS and appt gets moved back one hour
6. Customer arrives for appt, but no sale made
7. Sales BDC follows up … customer responds that the salesperson was "veryhelpful" … BDC tries to set another appt
8. Conversation continues to unfold for days
9. Sets BDC sets a be back appt for Friday
10. Customer sends another SMS "we're almost there" and asks where specifically tomeet
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
C#2: Sales/ BDC: 59 Days!
1. Salesperson at store called the customer around noontime to follow up with an earlier conversation, but customer screened the call and responded with an SMS message: "Sorry, I'm busy. Call back later.“
2. Sales BDC acknowledged the message
3. A week later the salesperson called the customer again, and again, the customer screened the call and responded with a an SMS message: "I'm in a meeting“
4. The salesperson called again 2 hours later and the customer answered. Set an appt for Saturday (phone call on Thur).
5. BDC follows up with an SMS confirmation
6. Customer is a no show for the appointment
7. BDC makes a follow up phone call and customer screens the call and responded with an SMS message: "I'm in a meeting“\
8. BDC responds via SMS
9. Customer non-responsive for a few days
10. BDC follows up with another SMS and suggests an appt
11. Customer responds via text and indicates interest in a Sunday appt
12. BDC follows up with a phone call and actually talks to customer (voice-to-voice)
13. BDC confirms appt via SMS that was just set for Sunday (today is Monday)
This process continues for 59 days and customer finally shows up and makes a purchase
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
C#3: Fixed Ops: Customer not answering phone
1. Customer and Service Advisor were having trouble connecting on the phone(voicemail tag)
2. Advisor asked the Service BDC to help inform customer regarding some importantInformation
3. Service BDC turns to SMS to reach customer
4. Customer responds to SMS—excerpt, "Great thank you!! Love the text service soeasy!!
5. Customer later tries to call store on the weekend (service dept closed) and thenfollows up with an SMS
6. On Monday Service BDC responds to SMS
7. The conversation that started in December continued (at the customer'sconvenience) for months across a variety of topics
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
C#4: Fixed Operations: CSI-Style
1. Customer brought car in for service
2. Service sent "CSI-style" post visit message via SMS
3. Customer responded with "Everything was great“
4. Conversation ensues with customer suggesting that he's ready to replace his car
5. Conversation continues and the sales process gets kicked off.
6. Customer then responds via SMS: "I'm surprised how good your service is. I nevergot a text message from Mercedes all these years I have been leasing.“
7. Customer then adds, "I liked this whole idea of you guys texting“
8. Conversation wraps up
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
C#5 Fixed Operations: Upsell Extended Warranty
1. Customer had brought car in for Service
2. Customer had received the CSI-follow up message via SMS but hadn't yetresponded to any SMS
3. Out of the blue, the customer sends an SMS to the Service Department askingabout the arrival of a "dashboard speaker cover" — a special order part
4. The Service BDC checks with the Parts Dept and confirms that part is available, soan appt gets set to install the part
5. A week afterwards, the customer sends an SMS message asking about anExtended Warranty
6. The Service BDC gets a Finance Manager involved to assist the customer
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
Key Statistics
• 95% of all SMS are read within seconds of
receipt
• 90% messages are responded to within 5
minutes
• People check their emails less than 4 times a
day
• 95% of text messages are read vs. 22% of
emails
• 96% of smartphone users use SMS
• In 2012, texting surpassed voice channel 3:1
“Make Mobile First in All Directions” Mat Koenig
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
Combine texting with email and phone calls to increase sales conversion
As presented by Velocify: Text messaging for better sales conversion
Number of Texts After Contact
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
Texting provides the power of speed and “glimpse-ability”…avoid “delay and decay”
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
Why so many calls to make a contact?
.Because chances of making contact with a sales lead increase to 90% when you make at least 6 calls. Most reps give up on
one call. What if we combined calls, emails and text messaging?
Presented by Inside Sales “The Best Practices for Lead Response Management” as published in Harvard Business Review
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
Best time to make contact: What is audience doing?
.
Presented by Inside Sales “The Best Practices for Lead Response Management” as published in Harvard Business Review
The best days/best time to call are based on your target audience being in a place to answer a phone call. How would texting impact these
metrics?
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
Organization Key Documentation Key Message
CTIA (The Wireless Association)
http://files.ctia.org/pdf/SMS_Interoperability_Guidelines_V3-2-AsAdopted.pdf
4.1.6.1Throughput from a device or service should be limited by typical human operation and should be comparable to the throughput rates originated on wireless handsets. 4.1.6.2 Message volume from the device or application should be comparable to message volume generated by typical human operation on wireless handsets.
TCPA (Telephone Consumer Privacy Act)
http://www.kleinmoynihan.com/publication/new-tcpa-rules-effective-october-16-2013/
TCPA allows individuals to file lawsuits and collect damages for receiving unsolicited telemarketing calls, faxes, pre-recorded calls or autodialed calls. Unambiguous written consent required before telemarketing call or text message. Exception: calls that are manually dialed and do not contain a pre-recorded message are exempt from the TCPA.
DNC Registry (Do not call)
http://www.business.ftc.gov/documents/alt129-qa-telemarketers-sellers-about-dnc-provisions-tsr
The National Do Not Call Registry is a list of phone numbers from consumers who have indicated their preference to limit the telemarketing calls they receive. A company with which a consumer has an established business relationship may call for up to 18 months after the consumer’s last purchase or last delivery, or last payment, unless the consumer asks the company not to call again. If a consumer makes an inquiry or submits an application to a company, the company can call for three months.
This presentation is not be construed as legal advice for compliance issues around TCPA, CTIA or DNC regulations. Please consult with an attorney who has expertise in this area to ensure
compliance. Thank you.
Compliance Highlights: P2P vs A2P
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
(Courtesy of Rachel Hirsch/ Ifrah Law White Paper on TCPA)The above slide does not constitute legal advise for compliance around texting.
Please consult with an attorney who has expertise in this area to ensure compliance
White Paper on texting MOBILE PHONES: Pre-recorded and Auto-dialers
Live (non-autodialer) telemarketing calls to wireless numbers do not require consent.
Even where certain exceptions apply, marketers should continue to scrub federal/state “Do Not Call” databases, unless there is an established business relationship between the seller and
customer or consent is obtained.
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
Landline vs. Short Code Comparison
Dealership Landline Short Code
Key Identifier (Equity in your number) No Opt in requirements Person to Person (P2P: Conversational) Dealership does not have to originate text You can “Call or Text” Caller ID for branding No Keywords necessary Two way conversation No need to open/close a session
Generic number Compliance hoops Not intuitive to text a number that is not 10
digits You can’t call it Customer won’t make it a contact Intended for marketing campaigns Close each session
No Marketing/Mass TextingCRM requires custom integrationNo Opt in functionality
Perfect for campaign marketingCRM integrationNotifications(Some third party service providers allow two way texting)
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
CSI Scores & Texting
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
Texting amplifies Social and Video
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
Customers benefit in all departments
• Texting compliments Chat and extends it to mobile engagement.• Zipwhip benefits all departments, especially Service and
unlimited users to log into each number.
Sales Service Parts F & I
Spanish & Chinese Languages Supported
Mike Vandenbos | Zipwhip | Director of Sales | 206-856-6586 | [email protected]
In Closing…The “Real” liabilities of Texting
1. Salespeople are already texting from their personal mobile phones…can you blame them?
2. Salespeople have your customers data and they are mobile to work for your competition.
3. Salespeople can go down the wrong path…and it’s too late for you to correct it.
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