If you run a car dealership you’ve likely heard about the growing popularity of live chat and wondered whether it’s right for you. The first thing you should know is that there are services designed specifically for the auto sales industry, a retail vertical in which online sales are not a driving force and that’s much more driven by leads. Given that vehicles are typically a household’s second-largest expense, most consumers still want to “kick the tires” and take it for a test drive before committing to a purchase. That’s why you need a managed chat service that focuses on booking test drive appointments and bringing foot traffic onto your lot.
The days of browsing car dealers on a Saturday afternoon are largely over, and you’ve probably noticed that the amount of foot traffic coming through your business is on the decline. The way people shop for automobiles has changed, and while you have fewer chances for your salespeople to shake hands and get phone numbers in the showroom, you may have noticed how much traffic your website is getting. The majority of car buyers are going online to research their purchases before they even show up on the lot, meaning they have potentially compared dozens of your competitors.
A managed 24/7 live chat is one way to get a live human being in touch with your potential clients while they’re in that crucial research phase. In order to optimize your lead conversation rate from your website, you’re going to want to look for features like proactive chat, something offered by Chatsmart, the live service offered by the customer experience solutions company Gubagoo. Here’s how it works:
• Instead of the window sitting dormant in the corner of the page waiting for a customer to type in a question, a proactive service knows when it’s time to begin the conversation.
• A behavioral intelligence system grades web traffic to determine if the customer is ripe for conversion, so that your website isn’t bothering more passive customers and causing them to bounce.
Operator scripts are designed to accomplish one of two objectives: 1) capture lead information like an email address or phone number in order for your sales team to follow up with information or 2) turn a lead into a prospect by booking a test drive on the lot. Your dealership’s inventory is integrated into these scripts and you’re part of the process of tailoring the script to your needs when you work with a responsive vendor like Gubagoo. Because they’re on 24 hours a day, 7 days a week, they take queries when your salespeople can’t; even during business hours they can pick up overflow phone calls.
If you’re not convinced that this is a tool your business can use to grow, take a look at your website traffic and how often those clicks turn into contacts. According to Kissmetrics, this tool gives your website the ability to convert up to 8 times more leads than your website alone. It’s time to start thinking about how you’re going to revolutionize your website.
Michael Sanduso lives in Toronto, Canada. He is a freelance writer and editor, tech geek, and stay at home father.