Every Auto Sales Person Will Use Mobile IM
It’s not a matter of if, but when…
Dealerships committed to growing their business through internet sales have already invested in Blackberry’s for their sales people with great results. Improved responsiveness means more sales and a happier customer. But a fast reply to an email is NOT going to be enough going forward.
As readers of this blog know, car shoppers of all ages prefer IM in many cases because:
· They are discretely shopping while at work and a) can’t call or be called and b) don’t have the patience to wait for email responses.
· They want anonymity while asking some initial questions about a vehicle.
And as if those reasons alone aren’t compelling enough for an ISM trying to move more cars, one has to look at demographic trends as well. Email is not even the preferred means of communications for buyers under 35 years old – instant messaging (IM) is.
IM until now has been primarily a desktop solution, used for personal communications between “buddies” or business communication between a consumer and a dealer via the dealersihip’s (or a 3rd party) website. However, like so many other things, IM is now going increasingly mobile.
Mobile IM i is taking off in a big way, driven not only by user’s desires but also by technology changes. Most notably, the launch of 3G networks by the wireless carriers combined with the dropping price point for unlimited wireless data plans. These phenomenon have triggered amongst mobile users a move away from relatively expensive SMS text messages and towards mobile IM. There was an excellent post on the GigaOM blog the other day about mobile IM that provides highlights.
The bottom line is that it is just a matter of time until every auto sales person not only has a Blackberry (or equivalent), but also has an IM client on that device through which many live conversations with shoppers will take place and many appointments will be set.
