Ed Parkinson,VP of sales, automotive solutions at ContactAtOnce!, is sharing his expertise with automotive dealers and managers on how to connect with customers in every moment of truth.
As the concept of ZMOT (Zero Moment of Truth) gains traction within the industry, Ed Parkinson will teach you how to be present at every moment of truth during the sales process.
Before the customer visits your lot to see the car for the first time – before that “First Moment of Truth” (or FMOT) – they are going online and researching. The customer uses a laptop, tablet or other Internet-connected device to start learning about the vehicle they are interested in by searching for information online. This period prior to FMOT is called ZMOT – for the “Zero Moment of Truth”.
Dealers who embrace live chat can be “present” during ZMOT, FMOT or after the sale, by being available to customers who seek immediate answers to questions as they research vehicle options. Learn how to best relate to customers via chat, and how to build the rapport with them that leads to increased appointments, test drives and sales.
What will you learn and what action items will you take back to the dealership?
1. Learn how to understand and leverage the five “be’s” of ZMOT.
2. Learn how a live chat session is more engaging than completing a form and waiting for a response.
3. Learn how to be available when the customers are active. A chat “heat map” will reveal those days and times when the greatest chat activities tend to occur.
Ed Parkinson is VP of sales, automotive solutions at ContactAtOnce! He has been working with automotive dealers for 27 years and has championed many new services that “move the needle” for his customers. Parkinson helped pioneer the use of call tracking and measurement to increase sales and quantify the return on marketing during his seven years at Who’s Calling Inc. He began selling and coaching auto dealers on ContactAtOnce! services in Q4 of 2006 and joined the company as VP of sales in April 2007. He holds a B.B.A in marketing and management from Temple University.
A 12th Digital Dealer® Conference & Exposition Featured Speaker: Ed Parkinson presents: Connecting with Customers in Every Moment of Truth: As the concept of ZMOT (Zero Moment of Truth) gains traction within the industry, learn how to be present at every moment of truth during the sales process.
We’re building out the agenda, selecting speakers and topics for more than 90 sessions that are laser-focused on all things digital.