Did you know 100,000 tweets are sent every minute? That pales in comparison to the 700 million Facebook posts per minute. People are living life online around the clock, and that includes shopping for cars. You don’t have a part-time website, so why would you only chat with your shoppers part time? The millions of tweets and Facebook posts referenced in this graphic from internet data company, DOMO, are 100 percent proof that buyers want to use their phone, tablet, and computer keyboards to communicate. Our data show that nearly a third of chat requests are generated after business hours and on Sundays. Why would you skip these opportunities?

In the uber-competitive world of car sales, dealers can’t afford to do anything part-time and that includes live chat. 

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Tom LaPointe CarChat24 CHAT EXPERT

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 began working with the internet 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 web development and viral marketing.

Did you know 100,000 tweets are sent every minute? That pales in comparison to the 700 million Facebook posts per minute. People are living life online around the clock, and that includes shopping for cars. You don’t have a part-time website, so why would you only chat with your shoppers part time? The millions of tweets and Facebook posts referenced in this graphic from internet data company, DOMO, are 100 percent proof that buyers want to use their phone, tablet, and computer keyboards to communicate. Our data show that nearly a third of chat requests are generated after business hours and on Sundays. Why would you skip these opportunities?

In the uber-competitive world of car sales, dealers can’t afford to do anything part-time and that includes live chat. 

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Tom LaPointe CarChat24 CHAT EXPERT

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 began working with the internet 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 web development and viral marketing.

The number of car dealers with live chat software on their websites has jumped dramatically in the past couple of years.

According to dealermarketshare.com, about 37% of the 34k dealer websites had code from a chat provider, up more than 75% over 24 months. This increase can be attributed to many factors, including greater consumer acceptance, word of mouth at dealer meetings and conferences, more aggressive marketing by chat providers, and a growing number of providers joining the market. (see full graphic at http://www.carchat24.com/blog/automotive-business-news/live-chat-auto-dealer-websites-skyrockets-sold-units-still-primary-measure/ )

Quality of service provided through chat is critical, but dealers also want to choose a vendor based on how well the chat product helps close car deals – and there is a significant difference in performance. So how do dealers know which provider to choose?

There are several ways to perform due diligence. These include:

• Discussion and vendor review websites, such as DrivingSales.com
• References from dealer 20 groups
• Empirical research from independent analytics companies, such as C-4 Analytics

Regardless of the reasons for the growth of chat, as more Millennials and Gen Y buyers shop for cars, the number of website visitors who prefer to chat over a phone call or filling out a form is sure to rise.

The biggest question dealers have to ask is whether they want chat to have a cool way to communicate with shoppers and land an occasional deal, or use it as a valid lead channel that helps sell more cars. The decision can make an annual profit difference in the tens of thousands of dollars.

But one thing for sure is that dealers that don’t have chat yet are soon to be in the minority.

The number of car dealers with live chat software on their websites has jumped dramatically in the past couple of years.

According to dealermarketshare.com, about 37% of the 34k dealer websites had code from a chat provider, up more than 75% over 24 months. This increase can be attributed to many factors, including greater consumer acceptance, word of mouth at dealer meetings and conferences, more aggressive marketing by chat providers, and a growing number of providers joining the market. (see full graphic at http://www.carchat24.com/blog/automotive-business-news/live-chat-auto-dealer-websites-skyrockets-sold-units-still-primary-measure/ )

Quality of service provided through chat is critical, but dealers also want to choose a vendor based on how well the chat product helps close car deals – and there is a significant difference in performance. So how do dealers know which provider to choose?

There are several ways to perform due diligence. These include:

• Discussion and vendor review websites, such as DrivingSales.com
• References from dealer 20 groups
• Empirical research from independent analytics companies, such as C-4 Analytics

Regardless of the reasons for the growth of chat, as more Millennials and Gen Y buyers shop for cars, the number of website visitors who prefer to chat over a phone call or filling out a form is sure to rise.

The biggest question dealers have to ask is whether they want chat to have a cool way to communicate with shoppers and land an occasional deal, or use it as a valid lead channel that helps sell more cars. The decision can make an annual profit difference in the tens of thousands of dollars.

But one thing for sure is that dealers that don’t have chat yet are soon to be in the minority.

In his book, Customers for Life, Carl Sewell says to MEASURE EVERYTHING. So how do you measure how well your team is doing with live chat? For many dealers handling chat in-house, ‘measuring chat’ means tracking the number of chat conversations and leads, and possibly the number of sold units. But what else should a dealer take a look at to see how well their staff is doing with chat? After all, BDC team members and salespeople must learn their product, master handling phone ups and walk-in traffic, and legal requirements, as well as basic sales skills.

Here are a few of the key metrics to track:

• Number of chats
• Number of leads and conversion percentage
• Time to respond to a chat
• Sales-to-service chat ratio
• Length of live chat conversations
• Staying on process with pre-written responses
• Amount of time logged on / off the chat console

In his book, Customers for Life, Carl Sewell says to MEASURE EVERYTHING. So how do you measure how well your team is doing with live chat? For many dealers handling chat in-house, ‘measuring chat’ means tracking the number of chat conversations and leads, and possibly the number of sold units. But what else should a dealer take a look at to see how well their staff is doing with chat? After all, BDC team members and salespeople must learn their product, master handling phone ups and walk-in traffic, and legal requirements, as well as basic sales skills.

Here are a few of the key metrics to track:

• Number of chats
• Number of leads and conversion percentage
• Time to respond to a chat
• Sales-to-service chat ratio
• Length of live chat conversations
• Staying on process with pre-written responses
• Amount of time logged on / off the chat console

Adding Live Chat software or a hosted chat option to your website doesn’t mean you have to think outside of the box - in fact it is another way to get more buyers INTO THE BOX! I’m sure in the 1930s having a phone was ‘new’ thinking, just like adding a website or dealership email address in the late 1990s was a revolutionary idea.
The debate about whether or not to have chat on your website is pretty much over. You really just have to focus on which chat software or service vendor you would like to use. Here are a few keys to success:

• 24/7 Coverage: Avoid the 'sorry, we're offlin' message: Often as many as 20 to 30 percent of opportunities occur after business hours. Business people travel and military personnel may not have phone access but still appreciate a two-way conversation  - you know, high-quality prospects. Tuesday and Thursday mornings can be slower on the lot, but you still have salespeople scheduled, right?
• Fully Hosted / Managed Option: If you are completely happy with the way all your phone ups are handled AND have someone with the available time to handle the chats and savvy enough to master the software, you have a shot at successful self-hosting. Otherwise be sure to look at either a backup option or fully hosted service.
• Automotive Exclusive: A one-size-fits-all chat option is like a website or CRM solution from a company that serves all kinds of businesses. What stores really need is internet technology that is developed from the ground up to mesh with both automotive shoppers, as well as processes within the dealership environment. What's more, you want automotive professionals with experience in a variety of dealer roles and settings on the development team.
• Proactive Invite: This is the popup that greets your dealership website visitors and gives them a chance to chat. It should be on page one, and timing is critical - how long before it pops up and the duration it is on the screen are important.

There are dozens of other details that are important when you are choosing a chat software or managed / hosted chat option, but these major factors will help guide your choice.

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Tom LaPointe CarChat24 CHAT EXPERT

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 began working with the internet 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 web development and viral marketing.

Adding Live Chat software or a hosted chat option to your website doesn’t mean you have to think outside of the box - in fact it is another way to get more buyers INTO THE BOX! I’m sure in the 1930s having a phone was ‘new’ thinking, just like adding a website or dealership email address in the late 1990s was a revolutionary idea.
The debate about whether or not to have chat on your website is pretty much over. You really just have to focus on which chat software or service vendor you would like to use. Here are a few keys to success:

• 24/7 Coverage: Avoid the 'sorry, we're offlin' message: Often as many as 20 to 30 percent of opportunities occur after business hours. Business people travel and military personnel may not have phone access but still appreciate a two-way conversation  - you know, high-quality prospects. Tuesday and Thursday mornings can be slower on the lot, but you still have salespeople scheduled, right?
• Fully Hosted / Managed Option: If you are completely happy with the way all your phone ups are handled AND have someone with the available time to handle the chats and savvy enough to master the software, you have a shot at successful self-hosting. Otherwise be sure to look at either a backup option or fully hosted service.
• Automotive Exclusive: A one-size-fits-all chat option is like a website or CRM solution from a company that serves all kinds of businesses. What stores really need is internet technology that is developed from the ground up to mesh with both automotive shoppers, as well as processes within the dealership environment. What's more, you want automotive professionals with experience in a variety of dealer roles and settings on the development team.
• Proactive Invite: This is the popup that greets your dealership website visitors and gives them a chance to chat. It should be on page one, and timing is critical - how long before it pops up and the duration it is on the screen are important.

There are dozens of other details that are important when you are choosing a chat software or managed / hosted chat option, but these major factors will help guide your choice.

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

Tom LaPointe CarChat24 CHAT EXPERT

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 began working with the internet 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 web development and viral marketing.

"...you can't just throw it on there and expect it to generate more sales leads or help you sell more cars"

When the internet began to commercialize in the late 90's, you could throw up a website with a few nice pictures and you were ahead of the competition. Then you had to add your inventory just to be competitive. The same is true with live chat on your website - you can't just throw it on there and expect it to generate more sales leads or help you sell more cars.

Success with live chat requires more planning than you probably put into your website, especially if you plan to self-host instead of contract with a managed chat provider. The good news is that leading chat providers have the benefit of handling thousands of successful leads from hundreds of dealerships, and can offer a chat success formula, instead of a chat mystery. These five points can help you be a star for both your customers - and your bottom line:
◾Include a proactive invite on EVERY landing page
◾Ensure response to chat requests is 5-10 seconds
◾Train operators to know all the facets of their chat dashboard
◾Ensure chat leads end up in CRM - these are warm sales opportunities
◾Have a plan for non-sales chat inquiries (CSI / service / parts / collision center)

Auto dealers with live chat on their website join a growing number of businesses that take advantage of the opportunities this technology offers, including retail department stores, travel companies, and the computer industry.  By choosing the right chat partner and carefully planning processes and lead flow, live chat can not only boost your amount of quality leads and increase car sales, but build stronger relationships with your customers.

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

Tom LaPointe
CarChat24 Interactive Media Manager / Industry Analyst

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 began working with the internet 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 web development and viral marketing.

"...you can't just throw it on there and expect it to generate more sales leads or help you sell more cars"

When the internet began to commercialize in the late 90's, you could throw up a website with a few nice pictures and you were ahead of the competition. Then you had to add your inventory just to be competitive. The same is true with live chat on your website - you can't just throw it on there and expect it to generate more sales leads or help you sell more cars.

Success with live chat requires more planning than you probably put into your website, especially if you plan to self-host instead of contract with a managed chat provider. The good news is that leading chat providers have the benefit of handling thousands of successful leads from hundreds of dealerships, and can offer a chat success formula, instead of a chat mystery. These five points can help you be a star for both your customers - and your bottom line:
◾Include a proactive invite on EVERY landing page
◾Ensure response to chat requests is 5-10 seconds
◾Train operators to know all the facets of their chat dashboard
◾Ensure chat leads end up in CRM - these are warm sales opportunities
◾Have a plan for non-sales chat inquiries (CSI / service / parts / collision center)

Auto dealers with live chat on their website join a growing number of businesses that take advantage of the opportunities this technology offers, including retail department stores, travel companies, and the computer industry.  By choosing the right chat partner and carefully planning processes and lead flow, live chat can not only boost your amount of quality leads and increase car sales, but build stronger relationships with your customers.

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

Tom LaPointe
CarChat24 Interactive Media Manager / Industry Analyst

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 began working with the internet 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 web development and viral marketing.