Friday, May. 26, 2017, 01:03 PM UPDATED 12:26 PMBy Chris Hart-Williams
CARY, N.C. -
An on-demand, live video platform developed by Los Angeles-based startup DropIn, gives dealership product specialists a tool that brings customers to car lots and showroom floors — without the shopper having to leave home.
“Nobody wants to come down to the dealership and be sitting in the chair and feel that high pressure anymore — those days are over,” DropIn chief executive officer Louis Ziskin said in a phone interview with Auto Remarketing.
This month, DropIn began onboarding new dealer clients following the closing of its product’s pilot program, which launched in December.
“Customers shop about 26 dealer websites before they engage with the tools that are on any of those websites, such as text, live chat help, lead forms, contact forms and phone calls,” Ziskin said. “They do their shopping, they’re pretty well-informed. But while they don’t want to talk to a salesman or engage with any of the tools there, they do on many occasions want to see if the car is actually there — they might want to see the car.”
Additionally, DropIn has added a CRM linking tool to its product. “For known customers where anonymity is not the case any longer, they can either send a text or an email with a link,” Ziskin said. “That video call can then can be initiated from an email, from Instagram, from Craigslist — from anywhere that product specialist wants to post it.”
If a call is missed, the CRM will notify the product specialist to reestablish contact with the customer.
Ziskin said an added benefit of adopting DropIn is dealers can also use the product within their service departments.
“Car dealers have always had the problem of ‘how do I give the customer a service walk-around, I’m not allowed to have them in the shop. My insurance doesn’t allow it, I just simply can’t have them there,’” Ziskin explained. “Now, the service specialist is able to put that link and attach it to the estimate and tell the person, ‘If you want a live service explanation, click here.’”
When the customer clicks the link, the video call is initiated and goes right back to that service specialist who can give the customer a walk-around in the shop that has no liability because the customer is not physically in the shop.
“You’re able to explain, ‘You need brakes and this is why, you need a new fan belt and this is why, you need new tires and this is why.’ The customer can now, in real-time, say, ‘Well, can my tires last another couple hundred miles, do I really need to really replace this now,’” he said.
When a customer receives just an estimate and maybe a picture, many of their questions don’t get answered. “So the estimate absorption rates are about 50 percent,” Ziskin said.
Dealers who have piloted DropIn within their service departments have self-reported a 25 percent higher estimate absorption, according to Ziskin.
“The closing rates are self-reported by the dealers themselves; the only thing we know is that there was a video call, and we know if they made an appointment during the call or if the lead form was filled out after the call, but we don’t know whether that converted to a sale,” Ziskin added.
“Our numbers are reported by the dealerships themselves as far as conversion to sale. They obviously have an incentive to downplay those numbers because they want our product cheaper and they’re still reporting anywhere from 20 to 30 percent closing,” he said.