Let’s stay that estimate is accurate (we began offering 24/7 service BECAUSE of overnight demand). With our lead conversion rate of more than 60 percent, that’s at least nine leads – with a potential for two or three car deals –plus timely intervention in a potential sales or service CSI issue. So if a chat vendor tells you 24/7 doesn’t work, they’re really saying they can’t figure out how to MAKE it work.

YES, THERE REALLY ARE ENOUGH VISITORS

Do you really want to pass up these opportunities? Less than 10 percent of typical weekday floor traffic is between 8am and noon – that doesn’t have you keeping your doors shut. Statistically, Tuesday or Wednesday will typically experience less than 10 percent of your weekly floor traffic – why not take those off? Because it makes sense to be open when customers want to shop, as long as it is feasible to schedule staff.

24/7 LIVE CHAT MAKES SENSE WITH A TRAINED STAFF

Don’t miss out on leads and sales just because your chat provider hasn’t solved their training and staffing issues. If the overnight chat operator shifts receive the same extensive training and expert management, and have the same (and sometimes more) job dedication as the daytime shift operators, then why WOULDN’T you want them responding to customers?

You want your best face-to-face salespeople working deals on the floor. You want great phone people staffing a BDC, and you want great chat operators manning keyboards. Typically, you hire and train staff with the right personality for each role, and everyone starts out ‘new’. The key is to provide world-class training and retain team members. Many chat operators (or so-called virtual sales assistants) perform this role as a stepping-stone in their career. As with any vendor, you want seasoned professionals with a proven commitment to their career, ideally with several years in the role.

There is so much ROI for dealers that many who use their own BDC or sales staff during the day actually contract hosted chat services after hours.

WHY BOTHER WHEN WE’RE NOT OPEN ANYWAY?

I recently had a service issue with Ford. After several days of calls to the service advisor, service manager, and the factory, I am still waiting for the regional representative to help resolve my issue. Everyone was appropriately empathetic and kind, but this shows that just because the dealership is ‘open’, problems can't always be immediately solved. But at least a live person took the call, and that’s the benefit after-hours live chat provides.

Customers will always prefer a conversation with a live person via voice or live chat over leaving a voice message or filling out a form – especially if they have a problem. While it’s true that an overnight chat operator may not have ‘best price’ answer a buyer is looking for or be able to diagnose an engine fault, today’s instant-gratification shopper would often rather ask a chat operator for the hours or address than chase it down on the website, and an overnight conversation still starts the sales relationship and can set a showroom appointment. Shoppers KNOW the store is closed, but still appreciate live contact.

PLUS, it’s been proven time and again that customers with an issue initially want someone to LISTEN. With hundreds and thousands of dollars on the line with CSI surveys, having someone who can respond and begin the resolution process is invaluable.

IS IT WORTH THE INVESTMENT?

A full-time live chat option absolutely makes as much sense as being open weekday mornings. Auto dealership managers always have to weigh the value and ROI of their services – lower quality services will typically cost less for a reason.

Photo credits: CarChat24 graphic, Dreamstime

Check out Jeff Sterns, CarChat24 VP of Sales and Business Development, at AutoCon 2013 in Las Vegas

--------------------------------------------------------------------------

Tom LaPointe
CarChat24

Interactive Media Manager /
Industry Analyst

www.carchat24.com/
24/7 Interactive Automotive Dealer Website Chat Solutions
Hosted or In-House Options – FREE web chat software
727-638-0195

Tom has an MBA in Marketing and is an automotive writer and author with more than 15 years experience in virtually every aspect of the retail auto industry. He has been a performance leader in everything from sales and service, to web development and viral marketing.

www.facebook.com/CarChat24 / https://twitter.com/CarChat24 / bit.ly/CarChat24GooglePlus

Let’s stay that estimate is accurate (we began offering 24/7 service BECAUSE of overnight demand). With our lead conversion rate of more than 60 percent, that’s at least nine leads – with a potential for two or three car deals –plus timely intervention in a potential sales or service CSI issue. So if a chat vendor tells you 24/7 doesn’t work, they’re really saying they can’t figure out how to MAKE it work.

YES, THERE REALLY ARE ENOUGH VISITORS

Do you really want to pass up these opportunities? Less than 10 percent of typical weekday floor traffic is between 8am and noon – that doesn’t have you keeping your doors shut. Statistically, Tuesday or Wednesday will typically experience less than 10 percent of your weekly floor traffic – why not take those off? Because it makes sense to be open when customers want to shop, as long as it is feasible to schedule staff.

24/7 LIVE CHAT MAKES SENSE WITH A TRAINED STAFF

Don’t miss out on leads and sales just because your chat provider hasn’t solved their training and staffing issues. If the overnight chat operator shifts receive the same extensive training and expert management, and have the same (and sometimes more) job dedication as the daytime shift operators, then why WOULDN’T you want them responding to customers?

You want your best face-to-face salespeople working deals on the floor. You want great phone people staffing a BDC, and you want great chat operators manning keyboards. Typically, you hire and train staff with the right personality for each role, and everyone starts out ‘new’. The key is to provide world-class training and retain team members. Many chat operators (or so-called virtual sales assistants) perform this role as a stepping-stone in their career. As with any vendor, you want seasoned professionals with a proven commitment to their career, ideally with several years in the role.

There is so much ROI for dealers that many who use their own BDC or sales staff during the day actually contract hosted chat services after hours.

WHY BOTHER WHEN WE’RE NOT OPEN ANYWAY?

I recently had a service issue with Ford. After several days of calls to the service advisor, service manager, and the factory, I am still waiting for the regional representative to help resolve my issue. Everyone was appropriately empathetic and kind, but this shows that just because the dealership is ‘open’, problems can't always be immediately solved. But at least a live person took the call, and that’s the benefit after-hours live chat provides.

Customers will always prefer a conversation with a live person via voice or live chat over leaving a voice message or filling out a form – especially if they have a problem. While it’s true that an overnight chat operator may not have ‘best price’ answer a buyer is looking for or be able to diagnose an engine fault, today’s instant-gratification shopper would often rather ask a chat operator for the hours or address than chase it down on the website, and an overnight conversation still starts the sales relationship and can set a showroom appointment. Shoppers KNOW the store is closed, but still appreciate live contact.

PLUS, it’s been proven time and again that customers with an issue initially want someone to LISTEN. With hundreds and thousands of dollars on the line with CSI surveys, having someone who can respond and begin the resolution process is invaluable.

IS IT WORTH THE INVESTMENT?

A full-time live chat option absolutely makes as much sense as being open weekday mornings. Auto dealership managers always have to weigh the value and ROI of their services – lower quality services will typically cost less for a reason.

Photo credits: CarChat24 graphic, Dreamstime

Check out Jeff Sterns, CarChat24 VP of Sales and Business Development, at AutoCon 2013 in Las Vegas

--------------------------------------------------------------------------

Tom LaPointe
CarChat24

Interactive Media Manager /
Industry Analyst

www.carchat24.com/
24/7 Interactive Automotive Dealer Website Chat Solutions
Hosted or In-House Options – FREE web chat software
727-638-0195

Tom has an MBA in Marketing and is an automotive writer and author with more than 15 years experience in virtually every aspect of the retail auto industry. He has been a performance leader in everything from sales and service, to web development and viral marketing.

www.facebook.com/CarChat24 / https://twitter.com/CarChat24 / bit.ly/CarChat24GooglePlus

Stick to these basics to sell more cars

There is some brilliance in the concept and execution of Subaru’s new ad, “Let’s Do That”, which AdWeek highlights as their Ad of the Day.

As I watched this great video, I contemplated the latest “we will give you MSRP for your trade” marketing gimmick letter I received this week from a local dealer. It kind of reminds me of football teams that turned to the Wildcat formation to confuse defenses for a short time or government agencies that over-spin activities and end up in controversy. Neither ends well.

It certainly makes sense to be proactive with internet marketing that offers legitimate ROI with VPCs or actual sales, but at the end of the day, the overall customer experience will dictate short- and long-term success…or failure. One needs only to revisit Carl Sewell’s Customers for Life book for a master course in these fundamentals. With more than 600,000 sold, its message remains golden.

Here are four basics that help keep a focus on the customer experience:

• Be transparent in your advertising
• Provide as much information as you reasonably can to internet, phone, or live chat prospects
• Ensure your (entire) staff gives guests a world-class experience
• Nurture your relationship with quality social media and appreciation events

And by all means, avoid getting naked like the couple in the video (figuratively or literally), because it never seems to end well.

Check out Jeff Sterns, CarChat24 VP of Sales and Business Development, at AutoCon 2013 in Las Vegas

--------------------------------------------------------------------------

Tom LaPointe
CarChat24

Interactive Media Manager / Industry Analyst

www.carchat24.com/
24/7 Interactive Automotive Dealer Website Chat Solutions
Hosted or In-House Options – FREE web chat software
727-638-0195

Tom has an MBA in Marketing and is an automotive writer and author with more than 15 years experience in virtually every aspect of the retail auto industry. He has been a performance leader in everything from sales and service, to web development and viral marketing.

www.facebook.com/CarChat24 / https://twitter.com/CarChat24 / bit.ly/CarChat24GooglePlus

Stick to these basics to sell more cars

There is some brilliance in the concept and execution of Subaru’s new ad, “Let’s Do That”, which AdWeek highlights as their Ad of the Day.

As I watched this great video, I contemplated the latest “we will give you MSRP for your trade” marketing gimmick letter I received this week from a local dealer. It kind of reminds me of football teams that turned to the Wildcat formation to confuse defenses for a short time or government agencies that over-spin activities and end up in controversy. Neither ends well.

It certainly makes sense to be proactive with internet marketing that offers legitimate ROI with VPCs or actual sales, but at the end of the day, the overall customer experience will dictate short- and long-term success…or failure. One needs only to revisit Carl Sewell’s Customers for Life book for a master course in these fundamentals. With more than 600,000 sold, its message remains golden.

Here are four basics that help keep a focus on the customer experience:

• Be transparent in your advertising
• Provide as much information as you reasonably can to internet, phone, or live chat prospects
• Ensure your (entire) staff gives guests a world-class experience
• Nurture your relationship with quality social media and appreciation events

And by all means, avoid getting naked like the couple in the video (figuratively or literally), because it never seems to end well.

Check out Jeff Sterns, CarChat24 VP of Sales and Business Development, at AutoCon 2013 in Las Vegas

--------------------------------------------------------------------------

Tom LaPointe
CarChat24

Interactive Media Manager / Industry Analyst

www.carchat24.com/
24/7 Interactive Automotive Dealer Website Chat Solutions
Hosted or In-House Options – FREE web chat software
727-638-0195

Tom has an MBA in Marketing and is an automotive writer and author with more than 15 years experience in virtually every aspect of the retail auto industry. He has been a performance leader in everything from sales and service, to web development and viral marketing.

www.facebook.com/CarChat24 / https://twitter.com/CarChat24 / bit.ly/CarChat24GooglePlus

Is there a month in the car business that goes by in which you don’t look at your return on investment for web services and software? With the variety of software that keeps a car dealership ticking like a Swiss watch, there would have to be a compelling reason to add website live chat software to the mix – and there is! What if you could make a phone call to your website visitors the moment they land on your website; wouldn’t that start the sales process quicker and increase your odds of making a sale? That is essentially what live chat software offers.

Today, most dealers have a comprehensive web marketing strategy that includes Search Engine Optimization (SEO) and an overt effort to promote your website in all your ads. An effective live website chat software option ensures you are taking every measure to turn website visits into leads, and ultimately into sales.

Live chat software and hosted live chat offer flexibility

An effective dealership website live chat software implementation is not a one-size-fits-all or all-or-nothing option. For some dealers, hosting their own software and responding to chat inquiries with in-house staff is the best fit, while other auto dealer groups and dealerships see more value with a hosted option that features round-the-clock operators responding with carefully refined chat scripts.

Still other automotive general managers and sales managers like the idea of a hybrid or backup option that combines both in-house staffing and vendor operators when the BDC or sales team is offline. That way they retain control over most of the process and still have backup when the dealership is closed. A proven live dealership website chat option should be able to turn more than 60 percent of chat inquiries to leads.

Not only does this result in more leads, but they tend to be higher quality and more complete than just the 5-line website form that has been the mainstay contact method for many dealerships and dealer groups.

Live chat leads to higher quality car sales leads

Beyond the obvious benefits of more sales leads and higher quality leads, a quality live website chat software option also aids the sales process by seamlessly integrating with CRM, as well as provide an invaluable benefit with regard to CSI and incremental sales for the parts and service departments.

The greatest thing a customer wants when they have a problem or if something has gone wrong with their vehicle is someone to listen. A live chat operator likely won’t be able to resolve a concern during the chat session, but they can hear the concern and be the first line of care. The same goes for the service and parts departments. At least service or parts inquiries get an immediate response to their request for a part or service appointment, rather than an autoreply when they submit their form.

Stand apart from the auto sales pack

As the auto industry gets progressively more competitive, automotive dealerships and dealer groups have to find smarter and more creative ways to grow market share and sell more cars, and a website live chat software option is one of the best ways to achieve this.

Is there a month in the car business that goes by in which you don’t look at your return on investment for web services and software? With the variety of software that keeps a car dealership ticking like a Swiss watch, there would have to be a compelling reason to add website live chat software to the mix – and there is! What if you could make a phone call to your website visitors the moment they land on your website; wouldn’t that start the sales process quicker and increase your odds of making a sale? That is essentially what live chat software offers.

Today, most dealers have a comprehensive web marketing strategy that includes Search Engine Optimization (SEO) and an overt effort to promote your website in all your ads. An effective live website chat software option ensures you are taking every measure to turn website visits into leads, and ultimately into sales.

Live chat software and hosted live chat offer flexibility

An effective dealership website live chat software implementation is not a one-size-fits-all or all-or-nothing option. For some dealers, hosting their own software and responding to chat inquiries with in-house staff is the best fit, while other auto dealer groups and dealerships see more value with a hosted option that features round-the-clock operators responding with carefully refined chat scripts.

Still other automotive general managers and sales managers like the idea of a hybrid or backup option that combines both in-house staffing and vendor operators when the BDC or sales team is offline. That way they retain control over most of the process and still have backup when the dealership is closed. A proven live dealership website chat option should be able to turn more than 60 percent of chat inquiries to leads.

Not only does this result in more leads, but they tend to be higher quality and more complete than just the 5-line website form that has been the mainstay contact method for many dealerships and dealer groups.

Live chat leads to higher quality car sales leads

Beyond the obvious benefits of more sales leads and higher quality leads, a quality live website chat software option also aids the sales process by seamlessly integrating with CRM, as well as provide an invaluable benefit with regard to CSI and incremental sales for the parts and service departments.

The greatest thing a customer wants when they have a problem or if something has gone wrong with their vehicle is someone to listen. A live chat operator likely won’t be able to resolve a concern during the chat session, but they can hear the concern and be the first line of care. The same goes for the service and parts departments. At least service or parts inquiries get an immediate response to their request for a part or service appointment, rather than an autoreply when they submit their form.

Stand apart from the auto sales pack

As the auto industry gets progressively more competitive, automotive dealerships and dealer groups have to find smarter and more creative ways to grow market share and sell more cars, and a website live chat software option is one of the best ways to achieve this.

I was having this debate with a car dealer friend the other day who was content having his CHAT NOT AVAILABLE icon show after hours on his dealership website. We live in a world in which people want what they want - and they want it NOW. Here are three reasons after-hours support can be critical to your business:

• The sales process and rapport-building can begin immediately and result in more auto sales leads
• It can generate a lead that results in a sale. If they had affordable, trained staff to greet visitors on the lot around the clock, most dealers would do it. Why not in the virtual world?
• It can prevent a CSI issue in sales OR service from costing a survey, incentive money, or (most importantly) the loss of a valuable customer - as well as the buyers they influence. Maybe all three

Why is 24/7 important? We all come to our positions in the modern business world from different paths. Mine has primarily been the luxury car arena. Off and on for a decade and a half, I have spent the bulk of my time in luxury dealerships and as a broker. In THAT market, buyers are often halfway around the world when they are calling, filling out query forms, or emailing about a sales or service matter. But even during my work with mainstream brands like Chevrolet and Dodge, we had leads coming during all hours of the day from shift workers and (VERY often) deployed military contacting us from all over the world - Germany, Japan, Afghanistan. They often don't have affordable access to a phone (especially when store staff is awake), but a 'live' chat conversation is a HUGE step toward creating a sales relationship.

Plus, our years of data providing software and service at CarChat24 shows us that this service is one of the best for ROI that you can include in your online marketing mix.

--------------------------------------------------------------------------

Tom LaPointe
CarChat24

Interactive Media Manager / Industry Analyst

www.carchat24.com/
24/7 Interactive Automotive Dealer Website Chat Solutions
Hosted or In-House Options – FREE web chat software
727-638-0195

Tom has an MBA in Marketing and is an automotive writer and author with more than 15 years experience in virtually every aspect of the retail auto industry. He has been a performance leader in everything from sales and service, to web development and viral marketing.

www.facebook.com/CarChat24 / https://twitter.com/CarChat24 / bit.ly/CarChat24GooglePlus

I was having this debate with a car dealer friend the other day who was content having his CHAT NOT AVAILABLE icon show after hours on his dealership website. We live in a world in which people want what they want - and they want it NOW. Here are three reasons after-hours support can be critical to your business:

• The sales process and rapport-building can begin immediately and result in more auto sales leads
• It can generate a lead that results in a sale. If they had affordable, trained staff to greet visitors on the lot around the clock, most dealers would do it. Why not in the virtual world?
• It can prevent a CSI issue in sales OR service from costing a survey, incentive money, or (most importantly) the loss of a valuable customer - as well as the buyers they influence. Maybe all three

Why is 24/7 important? We all come to our positions in the modern business world from different paths. Mine has primarily been the luxury car arena. Off and on for a decade and a half, I have spent the bulk of my time in luxury dealerships and as a broker. In THAT market, buyers are often halfway around the world when they are calling, filling out query forms, or emailing about a sales or service matter. But even during my work with mainstream brands like Chevrolet and Dodge, we had leads coming during all hours of the day from shift workers and (VERY often) deployed military contacting us from all over the world - Germany, Japan, Afghanistan. They often don't have affordable access to a phone (especially when store staff is awake), but a 'live' chat conversation is a HUGE step toward creating a sales relationship.

Plus, our years of data providing software and service at CarChat24 shows us that this service is one of the best for ROI that you can include in your online marketing mix.

--------------------------------------------------------------------------

Tom LaPointe
CarChat24

Interactive Media Manager / Industry Analyst

www.carchat24.com/
24/7 Interactive Automotive Dealer Website Chat Solutions
Hosted or In-House Options – FREE web chat software
727-638-0195

Tom has an MBA in Marketing and is an automotive writer and author with more than 15 years experience in virtually every aspect of the retail auto industry. He has been a performance leader in everything from sales and service, to web development and viral marketing.

www.facebook.com/CarChat24 / https://twitter.com/CarChat24 / bit.ly/CarChat24GooglePlus