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Jared Hamilton
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Your next leads are at the dealership website right now. You can bet that someone wants to talk to you at your website as you’re reading this. How do you plan to engage them in a conversation? Do you have the ability to serve them at your website? If not, then you're missing sales opportunities every day. It's literally like leaving money sitting on the table. Your manager would fire you for not engaging an up on your lot, yet hundreds, even thousands of people are visiting your website and leaving without a trace.


As we have discussed, mere IM software might help you increase lead generation, but what I am talking about is the power of knowing your up before they want to interact with you. IM might allow you to chat on your website-- but with no frame of reference about what the person might want, what they have already looked at, how many times they have visited the site, etc. This is the customer intelligence that helps turn anonymous website visitors into valuable leads for the dealership. Knowing and understanding your shoppers and greeting them with what they need when they have questions is what increases lead generation. How great would it be if you knew exactly what vehicles the shopper was interested in and which web pages they had viewed on your site? Chat business intelligence let’s offer this level of service on the website that simply wasn’t possible even a couple of years ago. You can actually watch them as they browse your site and then send them custom-crafted messages based on what they are viewing. This will increase your website lead generation, your first-party leads. Imagine having this pop up instead of a standard picture:


These leads are the most important because they have the highest closing ratio of all lead sources, period. So one of the best things you can do for the dealership is produce more of these leads from your own website. And this applies to all profit centers, not just vehicle sales. To consumers, the dealership website IS the dealership. Most chat offerings do not have the technical and service sophistication to provide the customer intelligence that takes dealers beyond IM and into an interactive, dynamic website experience for site visitors. Another huge this is having the ability to transfer more than a name into your crm how about vehicle of interest, trade info, etc. The more we can automate the easier it is to follow up with a shopper with a more personalized message Having access to this shopper intelligence gives valuable insight about what the consumer is thinking and looking for as they shop on the dealership website. It’s also a huge competitive advantage.

What are you currently doing to generate more first-party leads from your dealership website? Let’s expand on the importance of first-party lead generation and how shopping intelligence can get you there.

 Todd Smith
 
Activengage.com

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