Live chat (also called web chat) can be a very effective online sales generator. A prospect lands on your site for something specific – like hours of operation, services provided, or even a menu of prices. For some businesses, having a representative available to answer questions through live chat can significantly reduce shopping cart abandonment by guiding prospects through the sales funnel. Done well, it can be a positive user experience. Let me give you a couple of examples.
I Want to Hold Your Hand
Several years ago I was having trouble with my wifi router and needed some tech support. The live chat operator was able to walk me through the set-up process, explain the important settings, and ultimately fix my problem. As a result, I ended up choosing the same manufacturer when I purchased a replacement two years later. Why? Because the positive experience I had with this company created brand recognition and loyalty.
On the flip side, I recently searched for a local auto repair shop to fix my car’s radiator. After landing on a website, a live chat window popped open. I asked if they worked on my make and model. By the response given (or lack of one) it was obvious the rep didn’t read the screen. They were following an aggressive lead generation script to capture my name, phone number, and email and push to set up an appointment. After four attempts at asking my question, they finally said that I would have to contact the shop directly and speak to a technician. In this instance, live chat damaged the online sales process.
Got To Get You Into My Life
Thinking of investing in a live chat function on your site? Then here are a few things to keep in mind:
1. Have A Script – Do you have a script available to frequently asked questions? It will help smooth out chat interactions, making them more enjoyable and efficient for all parties involved. Note: these scripts should be crafted with the company brand in mind.
2. Personalize The Experience – Make sure the customer or prospect knows you are listening attentively. Give your chat reps the ability to customize their responses. A system that allows only canned responses can spell online sales disaster.
3. Take Time to Train – Don’t assume your customer service agents know what to do. Train them to always read the question/problem completely before responding, as well as how to ask follow-up questions for clarification. Lastly, chat logs can be an excellent source for training/learning opportunities.
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