A recent post on a blog called, appropriately, CopyBlogger, talks of a hideous troll hiding under the bridge that scares interested shoppers away. The post talks of online shopping cart conversions but there’s some solid lessons to be learned that apply directly to the car business too.
To summarize the post, the conversion killing troll is “prospect fear” which can be broken down into three types of fear; fear of wasting money, fear of mockery, and fear of feeling stupid. The way to kill the troll and convert more shoppers into leads and, ultimately, sales is
Trustworthiness, transparency, credible authority, lots of high-value content, and just plain old decency…
So how does all that relate to chat? Simple - pictures! Uploading pictures of your sales people so that they show up on every dropin business card and within every chat session does wonders for establishing trust and authority. It also helps when the shoppers comes into the store looking for you, ready to buy.
Conversion Killing Copy
A recent post on a blog called, appropriately, CopyBlogger, talks of a hideous troll hiding under the bridge that scares interested shoppers away. The post talks of online shopping cart conversions but there’s some solid lessons to be learned that apply directly to the car business too.
To summarize the post, the conversion killing troll is “prospect fear” which can be broken down into three types of fear; fear of wasting money, fear of mockery, and fear of feeling stupid. The way to kill the troll and convert more shoppers into leads and, ultimately, sales is
So how does all that relate to chat? Simple - pictures! Uploading pictures of your sales people so that they show up on every dropin business card and within every chat session does wonders for establishing trust and authority. It also helps when the shoppers comes into the store looking for you, ready to buy.