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Anyone who has hung in the car business as a sales pro can look back at their early days on the floor and remember who taught them their biggest lessons. Perhaps one of the biggest (and most challenging) lessons for me was truly understanding the message of one sales manager: “They ain’t coming back.”

"...if the statistic is accurate that a car shopper will only walk onto 1.4 dealerships for their purchase, then you had better make the most of the opportunity to turn each website visitor into a quality lead!"

The joke has always been that there isn’t a ‘Be-back Bus’. All of your unsold customers aren’t magically going to board a bus and head back in to take delivery of their new car, truck, or SUV.

Perhaps it was my optimistic personality. Or it could have been my desire to assume the best of people. It’s entirely possible that I believed customers when they said they would return. I ultimately realized it was a fear of asking for the sale that was holding me back, but that little phrase helped teach me the importance of making the most of every single customer visit because there was usually only one chance to make a deal.

And so it is with having live chat on your dealership website. The Be-Back Bus isn’t coming back there, either. A typical dealership website has a quarter to maybe of a third of visitors return (total visitors-unique visitors). In addition, if the statistic is accurate that a car shopper will only walk onto 1.4 dealerships for their purchase, then you had better make the most of the opportunity to turn each website visitor into a quality lead!

A well-trained live chat operator who has a mastery of their console and effective tools at their fingertips like CarFax reports, Edmunds Data, Google Translate, and co-browse links, can have a massive impact on increasing leads. There is no Be-Back Bus, but live chat can make a dramatic difference on website lead counts. As challenging as it is go get auto shoppers onto car dealership websites, and with only a fraction of those making a visit to the dealership in person, a quality managed chat option is critical to increase car sales.


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: be back, car sales, chat software, dealership websites, live chat, managed chat, websites


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