ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
Today’s technology has changed our expectations. We want—demand—instant gratification. Admit it, you get irritated when it takes more than two seconds to load a Web page. For dealerships, this means the race is on.
Your auto shoppers want answers right here, right now. If you become known as someone who can’t provide that, you’ll “lose the race,” as Chris Hill, E-Commerce Director for Bill Jacobs Auto Group, states. After all, quick responses are an important part of almost any good customer service experience today, according to 69 percent of respondents in a 2013 survey (Dimensional Research).
But how do you answer your online shoppers’ questions, build trust and help them get to know you and the value you provide...before they turn to your competitor? According to Hill, you need to increase your availability, lead gathering and follow-up and, of course, response time.
Be Available in Real-Time, Wherever They’re Looking
Based in Illinois, Hill’s dealership consistently brings in sales from surrounding states. “I think a lot of it has to do with customers knowing we’ll be there to talk and help,” adds Hill. “Chats, texts, calls, emails, in-person visits—we’re available in any facet they want.”
Their use of online ad and website chat strengthens their availability. “Chat is right here, right now; it’s like a direct feed to the customer,” Hill explains. It enables them to respond in real-time whenever an online shopper initiates a conversation, from discussing the type of wheels that would fit on a car to setting sales appointments.
Use Dealer Chat to Increase Leads & Follow-up
Such increase in availability increases leads and sales opportunities (more “swings at the plate,” as Hill puts it). “If you’re hitting 5 out of 10, wouldn’t you rather be hitting 25 out of 50?”
While Hill says dealerships can thrive locally without chat, he wonders if they’ll be able to compete when their competition starts communicating in the way many shoppers prefer. “This technology is spreading across the country and is only going to get more used,” he notes. “If you’re not on board with chat soon, you’ll be behind...racing to catch up.”