CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
I once heard a manager at a Tom Stuker phone training class joke that if every vendor promise came true their dealership would be selling a million cars a month. And so it goes with managed chat providers and even some chat software. There are live chat vendors who pitch insane lead counts to dealers that have no basis in reality, and often the leads they do provide are little more than names from a phone book. One definition for weasel as a verb is to “achieve something by use of cunning or deceit.” That precisely describes some chat leads.
An effective chat program can convert about a half a percent of unique visits to leads, and a stellar program can get up around one percent. But what is a quality chat lead? It’s one in which the shopper actually said they would like someone from the dealership to contact them, not one in which the email or phone was hijacked. Here are three weasel tricks to capture contact info:
Handing names harvested this way to a dealer hardly constitutes a lead, and yet that’s what happens. In fact not only is this not a true lead, but can actually create a hostile relationship with shoppers who were misled into giving up their info and start receiving emails or phone numbers out of the blue. Furthermore, gathering information this way and making contact risks violating federal and state laws in the U.S. and Canada.
One of the key appeals of live chat for auto shoppers is the ability to shop with anonymity, and pushing for contact information up front or weaseling information out of them violates this premise. Just like on the lot or the phone, if you help buyers with their journey to purchase a vehicle, they will open up with not only personal contact information, but insight into their needs and wants that can help you move them closer to a purchase.
Managed chat and chat software give dealers a great way to start the sales conversation with shoppers, but how it is set up is a major factor in its success – or failure on dealership websites.
Tom LaPointe CarChat24 CHAT GURU
www.carchat24.com/ 24/7 Interactive Automotive Dealer Website LIVE CHAT Solutions Hosted or In-House Options – FREE web chat software 727-638-0195
A U.S. Marine Corps veteran, Tom has an MBA in Marketing and is an automotive writer and author with nearly 20 years experience in virtually every aspect of the retail auto industry. He has been involved with the internet from the beginning, 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 BDC / internet sales and viral marketing.