In the digital age, especially in the aftermath of a global pandemic, the automotive sales industry has witnessed a paradigm shift. The online space has become a pivotal platform for customer interactions and transactions. In my book, POST-COVID CAR SALES A Guide For Selling Cars In The Post-COVID Era, I explore the nuances of this shift and provide insights into navigating the online sales process effectively, with a particular focus on the crucial role of online chat.

The Imperative of Human Interaction in Online Chat

In an era where instant gratification is not just desired but expected, the first point of contact with a potential customer, especially through online chat, becomes crucial. It’s not merely about responding; it’s about providing substantive, immediate, and comprehensive answers.

• Always Use a Human: It’s imperative that a human being monitors your online chat. Whether it’s an in-house employee or a hired service, the person engaging customers must be able to answer ALL of their questions without hesitation or delay.
• Compliance with State Laws: Ensure that the individuals managing your chat boxes are in compliance with your state’s laws, especially in instances where discussing vehicle options may require a salesperson to be licensed.

Catering to the Post-COVID Customer’s Expectations

The post-COVID customer is not the same as the pre-COVID customer. They want answers, actions, and results, and they want them now. Not in 15 minutes, not in an hour, but immediately.

• Work Numbers Over Chat: If the customer wants to discuss numbers, do it over chat.
• Send More Pictures: If they request more pictures of the car, send them promptly.
• Provide Videos: If a video of the car is requested, facilitate it.
• Offer Pricing on F&I Products: When a customer seeks pricing on F&I products, provide it without hesitation.

The Customer is Ready to Buy

When an online customer contacts you, they have typically already experienced a virtual presentation/demonstration, worked through payments, and had their trade-in evaluated. They’ve engaged with a human being – you. They’re ready to buy. They just need you to help them believe.

In a traditional sales process, your personality and sales skills would have been utilized to get the customer to this point in the sales process. With the post-COVID customer, you will engage and sell yourself, and your dealership, after the customer has decided to buy the car.

Navigating the Shift in Sales Process

In the post-COVID era, your personality and sales skills come into play after the customer has decided to buy the car. This is a significant shift from the traditional sales process, where these aspects were utilized to bring the customer to this point.

• Engage and Sell Yourself: Your personality and sales skills are now utilized to reassure the customer in their decision and facilitate the final steps of the purchase.
• Provide Assurance: The customer needs to believe in their decision and in you. Your role is to provide that assurance and facilitate a smooth transition from decision to purchase.

Final Thoughts

Navigating through the complexities of digital customer interactions, especially in the post-COVID era, requires a blend of adaptability, customer-centricity, and strategic application of sales skills. My book, POST-COVID CAR SALES A Guide For Selling Cars In The Post-COVID Era, offers a comprehensive guide through these and other challenges in the post-COVID car sales landscape.

As we continue to explore the evolving domain of digital car sales, consider further developing your skills and strategies with one-on-one Training, Coaching, and Life Coaching at Closer Classes. Investing in your professional development will enhance your adaptability and success in this evolving domain.

The customer is ready to buy. He needs you to help him believe.

Article Summary

Navigating online car sales, especially through chat interactions, demands immediate, comprehensive responses to customer inquiries. The post-COVID customer expects instant results and assurance through the buying process. Engaging genuinely and providing prompt, thorough information without delay is pivotal in facilitating a smooth, successful sale in the digital realm.