If I want to communicate with my twenty-something kids who are learning to adult, I better use text messages. Getting them on the phone is nearly impossible. There is an entire generation raised on text messaging. And while we can pin the rise of texting on millennials, I have to say that texting has become one of my preferred methods of communication.
What does this mean to copier dealerships? I propose that we should embrace this trend to provide better service support and to generate more sales leads.
The online equivalent to texting is Live Chat. This is where you provide your website visitors with the ability to instantly communicate with someone on your team. Here are three reasons why I believe dealers should adopt this very affordable technology:
Reason One: We Prefer To Communicate By Text
Adults in the 24-35 year-old category send an average of 75 text messages a day according to Experian Marketing Services. Text has become a core part of the way we communicate. Why? I believe it is because it allows us to multi-task. By using text messaging and other instant message platforms we can engage in multiple conversations at the same time.
Think about someone needing service support. Picking up the phone requires them to be 100% focused on the support issue while also fearing the wasted time of being put on hold. Using an instant chat feature lets a client reach out for support while still working on other items. It’s a question of efficiency.
Reason Two: It Speeds Up Service Call Resolution
Two hour response time may not be enough. The 2016 State of Global Services report by Microsoft revealed that the under 35 year-old crowd expects service issues to be resolved within 5 minutes. How can you do this?
One way to speed up call resolution is by handling issues by instant chat. Instead of sending a technician to their office every time, what if some of your support calls could be resolved over chat? For example, if someone needs to know how to program an email address into their MFP’s address book, wouldn’t it be easier for them (and for you) if you could send them a link to a YouTube video? (We’re currently categorizing OEM’s YouTube support videos so we can present them in the support section of a dealer’s website. Stay tuned!)
Reason Three: You Can Capture Sales Leads
While cold calling certainly isn’t dead, we know there are plenty of people searching Google to find answers to questions related to the systems, services, and solutions that you sell. Why not make it easy for them to reach out to you by offering Live Chat on your website? Instead of the hassle of filling out a contact form and waiting for a response, prospects can get answers to their questions instantly. This becomes a great way to generate and capture sales leads.