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Why Your Business Should Have Live Chat

So, let’s talk about Website engagement. We spend thousands of dollars to drive traffic to our Websites, so why don't we proactively talk to 100 percent of our customers who go there? As a dealer or GM, would you want your sales people only talking to 50 percent of the customers who are on your lot right now? After you spent all that money to get them there, shouldn’t you engage the customers who show up?

In short, ask yourself this question: Why do I treat my online leads differently than I treat customers on my lot?

Think about this, as well: How many people do you know who would rather text that talk? We all know lots of people who prefer a text to a verbal conversation, so if you don't have it on your Website, you are missing a vital section of the modern-day consumer by not communicating in the way  they would prefer.

Websites can spur three types of communication:

1. The phone: This method only works, however, when your store is open.

2. Forms: Customers can fill them out, but it does nothing to obligate the customer to continue the sales process or make you stand out from the dealer down the road.

3. Proactive live chat: Just as with your customer on the lot, it makes sense — once they have landed on a product or service — to proactively engage that customer and offer some type help in navigating your Website.

With live chat technology, an algorithm is available that tells live chat agents when a customer is most open to being engaged in a conversation, and when this conversation will yield the result. When this technology is used properly, businesses often see their lead count from their own Website double and triple — and we all know a lead from your own Website is the best lead there is.

But don’t forget about your service and parts department. The same practice can be followed in every department with great results. Remember: Every little bit helps and, at the end of the year, a properly set-up live chat program can lead to a fantastic ROI.

So, here's the takeaway for setting up live chat at your dealership:

Get professional help. Live chat is only effective if it’s properly done.

When getting that professional help, make sure you only sign month-to-month contracts. That way, if you don't see the results, you can fire them immediately.

Make sure it's proactive.

Live chat, when done properly, will also help you build a marketing database.

Make sure the live chat is available 24/7/365 in sales, parts and service.

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