Common Dealer Misconceptions About Chat

I have learned that some dealers misunderstand what chat really is.  Chat is the replacement for email in a world where everyone wants something "now".  Email is old school.  Chat is the more convenient way to converse.  More people communicate with chat on a daily basis than email or phone.  Chat is on Facebook, MySpace, Google, and some of the most brilliant businesses/websites in the world.  Chat is now used more frequently on cell phones.  So why are you waiting to add chat to your dealership's website?

In this post we cover some common dealer misconceptions about chat.

Ryan, you work at a chat company....why should we listen to you?  Great question and I will answer that by saying.....I am a car guy first.  I always will be.  If you don't know me, here's a video with my story.  My love for this business carries over into everything I do.  My passion is to help the car business move forward with technology and move away from the old school mentality.  I value your business as much if not more than my very own dollar in my pocket.  How many people can say that?  I can!

Truths told by the insider:

My dealership can't handle chat

This is very common.  Some chat providers want you to believe that you can't do this super technical piece of technology called chat - it's too hard...  Actually, many dealers utilize chat and are extremely successful.  The misconception that chat is "too hard" is born from the fact that some chat companies take this angle to promote their BDC service i.e. they use "chat is hard" as an excuse to sell you their BDC call center services.  Quick Question....Can you handle the phone?  Yes...then you can handle chats.  No need for processes to change.  You don't need to hire someone.  You don't need to change anything at the dealership.  It's ok!

I don't know anything about it

WOW, how much do you really know about your phone system and email servers?  It's that simple.  You can do a demo in 15 minutes and work it like a pro. Chat is so simple that  250 million people use chat and instant messaging (IM) worldwide.  7 billion messages sent each day.  32% of college graduates who instant message us IM at work.  34% of Americans who IM and make $75,000 per year IM from their offices.  28% of IM-ers who have more than six years of internet experience report using IM in the workplace.  25% of daily internet users log onto IM at work (Source for stats http://www.pewinternet.org/Reports/2004/How-Americans-Use-Instant-Messaging.aspx). I think you better get to know about it. Those are big numbers and they are growing at a fast rate.

I can't staff it

You don't need to.  I know this will bring a lot of bashing from competitors or lovers of competitors.  Here is the deal...you are the dealer.  Even the best-trained call center personnel can't touch, feel, or smell the car so how in the world are they going to chat about it to site visitors effectively?  Think about it... the pitch shouldn't be outsource chats, it should be train the dealers.  You don't outsource your calls so you most certainly shouldn't outsource your chats.  Now, most chat companies will offer you a service that will answer chats only when you can't.  That type of "rollover" service, as opposed to 100% outsourced, is a win, win situation.

I can't afford it

Honestly you can't afford not to have it.  With online car shoppers submitting leads to 3 places on average you can engage in a live conversation while your competitors are still checking their emails.  Response time is so important right?  How is NOW?  If you are seriously desperate and you don't have money there are free live chat features available.  You can typically purchase live chat for $199 per month under a month-to-month agreement plus a setup fee.  Bottom line is that the cost is very reasonable.

I don't know how to set it up

For most companies it's not a problem.  Some code on your site and a download will have you up and running in almost no time.  We regularly have dealers up in less than 45 minutes. I would assume that is similar for most chat providers.

We are not trained enough to handle it

Whatever company you sign up with should have a training that is free and allows you to ask questions.

We can't track it

Yes, you can!  We and most other chat product will integrate with your CRM tool, Google analytics, Yahoo analytics, and even Omniture for the really advanced websites.

Fear is the number one reason dealers don't have chat now

Fear, the very thing you are trying to overcome in order to sell cars is keeping you from more leads.  Fear that you can't handle it, fear that it will cost too much, fear that you don't understand it, fear that it will cause more problems than it's worth.  That's a lot of fear.  Who does that remind us of?  Anyone?  Put fear in you to accomplish a goal.  Gah Gah Gah overn.  o, if you don't get it, too bad.

You have read many common misconceptions of chat.  Now what you do with this information is up to you.  Understand that chat can and will change your dealership forever if embraced.  Don't hear what I am not saying....It's a state of mind, willingness to succeed.  Good luck and do your research.