Automotive Digital Marketing

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If you have ever been in the dealership showroom before or after hours, you know the phone still rings even when the receptionist is away from her desk. For all the calls that come in and roll to the general voicemail box, how many callers do you think leave a message? MAYBE one in ten. Why is that? It is usually one of two reasons:

- They don't expect a call back

- They want a conversation with a live person (even if they don't have all the answers...)

The same reasons are true for live chat that is 'offline'.

There is reassurance that they have been heard and someone will take action on their behalf. Callers and chatters KNOW that the operator can't diagnose a 'check engine' light or sell them a car, but they have much more reassurance when they are told that their message will be forwarded and someone will respond.

Having a live person with whom to communicate puts the 'CO' in communication. The only caveat here is that SOMEONE BETTER FOLLOW UP!

An effective live chat solution on dealership websites is one of the best means to maximize leads and increase car sales, but be sure to partner with a top notch company that will cover you 24 hours, is owned and operated by auto industry veterans, and has a product that is engineered specifically for the auto industry.

Photo: Ambro /


Tom LaPointe CarChat24 CHAT EXPERT 24/7 Interactive Automotive Dealer Website LIVE CHAT Solutions Hosted or In-House Options – FREE web chat software 727-638-0195

Tom has an MBA in Marketing and is an automotive writer and author with more than 15 years experience in virtually every aspect of the retail auto industry. He began working with the internet building websites at Johns Hopkins University in the 90's, and has been a performance leader in nearly every dealer role, from sales and service, to web development and viral marketing.

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Tags: CarChat24, auto sales, dealership, live chat, operator, website, website leads


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Comment by Big Tom LaPointe on June 24, 2014 at 5:55am
Ralph, your intuition is supported by science. Our data reveal that 30% of chats are after hours or on Sunday. Plus, NADA statistics have upwards of half of chats being missed DURING business hours. Our list of dealers who subscribe to backup support continues to grow as dealers and internet managers recognize the value, and see that the technology has become mainstream...
Comment by Ralph Paglia on June 23, 2014 at 11:35am

Tom, over the weekend I got into a message exchange with a good friend that centered around using a Chat Service Provider versus the dealership handling live chat sessions during business hours and then having a message saying they don't have chat operators on duty in the non-business hours... To me it seems that when the dealership is closed may be the most ideal time to have live chat operators available.

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