Quick technology test, even for those of you who still can’t figure out your TV’s remote control. Tell me, is the following technology dying or thriving? Digital cameras. Dead as Walkmans! How about GPS units? Dying! DVDs? DOA!
We are a mobile society. We weren’t just a couple of years ago, but we are today. Today, we use one device that fits in our pants or our pulse to do everything. Take pictures. Find your store. Check out your inventory. Talk to your salespeople. Right? Wait, maybe we should think about that last statement for a moment. Are your salesperson reaching out to consumers on their cell phone? Probably. Via a call or a text? Does it matter, you ask? Yes it does.
Recently, I invited one of the top sales guys at Pensacola Harley-Davidson in Florida on the Pulse, one of Dominion Powersports’ regular monthly webinars. During the webinar, we examined the mobile shopper and why they decide to purchase at your store or end up buying online. As part of that webinar, we also had Terry Smith of Pensacola Harley discuss his experiences in using text to communicate with consumers.
Terry provides a business card to consumers and ensures that shopper knows he’s as comfortable texting them as he is calling them. Why? Because Terry has found some consumers are actually more comfortable moving through the sales process with texts vs. phone calls. So he lets the consumer choose the communication path of their choice. Are your salespeople that easy to deal with? If not, why not?
During the webinar, one dealer expressed concern about having his sales guys use texts because he couldn’t track the texts. How could he help his sales guys if he couldn’t see how they respond to consumer texts? It’s a good question and one you should consider. (The option of tracking texts is available through Dominion Powersports’ Traffic Log Pro lead management system.) Equally important, understand your dealership is now part of a mobile world, and that changes everything. Including how we talk to one another.