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One of the smartest digital marketing tools to add to your dealership’s sales strategy is to add a quality live chat service to your website. You are already investing (often heavily) to drive traffic, list inventory, maintain and actually HAVE at least one website, so why let 70 percent or more visitors ‘walk’ from the site without reaching out to them with chat to both give them another communication means AND collect their contact information so you can start the sales process? It doesn’t make sense.
Your website leads generally have the highest closing ratio AND profitability, so adding chat is a natural step to boost sales and profit, and even boost the back end of the fixed operations department. The difference in chat providers varies widely in price and performance to an extent comparable to the disparity between the Dollar Tree and Target. One key way for you to decide which service level is best for you is to take a look at how much you’re paying your primary receptionist, because it’s about the same equivalent.
Chat is unique as a vendor because you the dealer may be trusting the chat provider to interact with your customer, so their commitment to customer service should meet – even exceed – your own. Plus, you are paying them to perform, so there are many more variables to consider, than something like an SEO / SEM company.
If you value your customers enough to pay your primary receptionist $10 to $12 per hour or more, look for a chat provider that is focused on the quality of care AS WELL AS generating a lead. If you’re satisfied with your customers’ experience paying minimum wage to your receptionist, then bargain chat may be an ok option.
As you research chat software and managed chat providers, here are a few questions to include in the conversation:
Virtually all automotive digital marketing experts agree that a quality managed chat option is a must. Now is the time to consider adding or upgrading chat on your dealership website so you can generate more of the quality (and profitable) leads that turn shoppers into buyers.
Tom LaPointe CarChat24 Marketing Consultant
www.carchat24.com/ 24/7 Interactive Automotive Dealer Website LIVE CHAT Solutions Managed Chat, Backup Chat Support, and chat software options 727-638-0195
A U.S. Marine Corps veteran, Tom has an MBA in Marketing and is an automotive writer and author with nearly 20 years experience in virtually every aspect of the retail auto industry. He has been involved with the internet from the beginning, 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 BDC / internet sales and viral marketing.