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2014 was an incredible year for the car business. We saw sales for most brands going up, technological advancements that give even more hope for sales in the future, and shifts in the way that dealers market and sell their cars.

We've also seen something that may be going under the radar. As I've mentioned before, texting is starting to supersede phone calls as a preferred method of communication for people across North America. This is potentially bad for car dealers since much of our business is driven by either phone pops or form leads, but those who are embracing chat are seeing increases in leads above and beyond the pace of the industry's growth.

This is one of several reasons that we believe dealers should take a closer look at website chat in 2015. Chat is the closest thing on a dealer's website to giving the same communication experience as texting. We've always been fans of chat - it's what we do - but 2014 proved to be the best year yet for many dealers that embraced it. Here's why:

  • Mobile Mentality - Forms are hard to fill out on mobile devices because they require multiple typing windows. With chat, they're in one text area and can use their well-developed texting skills to communicate the way they know best.
  • Instant Communication - One of the side effects of the increased connectivity in the world is that people are growing increasingly impatient with communication. Fewer people are filling out lead forms for several reasons, one of which is that they don't expect to get their answers now like they can with chat.
  • From Research to Inquiry - One of the reasons that people use chat is to ask quick questions while they're in research mode. From seating options to available heated seating, chat gives them a way to get the answer from the source rather than cruising the internet searching for the information. Top notch chat operators can take these research questions and turn them into inquiries.

Whether you've had chat in the past and didn't like it or have never given it a shot, 2015 is the year to do the deep dive. Proper chat software and services can accomplish more today for dealers than ever before. It's time to act.

Views: 100

Tags: 2015, chat.


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