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Jared Hamilton
From: Jared Hamilton
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Bryant Gibby

Bryant Gibby Used car manager

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Chat leads

     We just recently increased our spend with Cars.com and Autotrader.com for both our new and used inventory. The increase gave us several features including chat leads. Both reps are pushing to get me to get set up for chat so we can get our sales guys working on it. I see the value in having my guys available for chat at all times but I have some reservations.

 

Here's my 2 issues:

 

1- My sales guys struggle with manning the phone desk at all times during the day. I worry it would be a constant battle to make sure someone is available at all times to respond to the chat leads. I push them hard enough to follow other processes so I worry they wouldn't be that committed to responding to the leads in a timely manner (which I'm sure would just piss off the customer and they would shop elsewhere).

 

2- We currently get chat leads and have a 3rd party company handle the leads and set up appointments. Even with a dedicated company working the leads, we get little to know activity and we don't close at a very high percentage. I'm guessing I would get the same or worse results if I choose to set up the other chat leads and get my guys to work on them.

 

     Just wondering if anybody out there has had a positive experience with chat leads from cars.com and autotrader.com? I down with trying anything so long as I feel like it will make a positive impact and be worth the battle I'm going to have. Let me know what you guys think...

Graham Carmichael
Increase your sales team size... Make sure the Chat guys are trained well and have good potential process use (psychographics when employing) :-)
Criss Castle
Bryant, I'd love to help you! The area that a dealer can increase sales immediately is with chat. Can you give me a few more details. I'll help you set up a plan to help your team be the best they can so your customers have a great experience. Keep in mind, both Cars.com and AutoTrader.com use Contact at Once online chat. This is by far the best way to go! It's easy to use for both your team and the customer. Let me ask you a couple of questions to get us started. 1). Are you using a BDC platform or an Internet Sales Department? 2). If Internet Sales, is your team selling, meeting the customers and sending them off to finance and then doing the delivery and after the sale follow up? 3). Do you pencil deals? 4). Do you have a receptionist at the service counter? 5). What kind of cell phones does your team currently use? 6). Any iPad users among them? 7). How many "guys" are you having man the phone desk? 8). From a cost perspective, how much are you currently paying the 3rd party provider and how many "leads" do you get for that amount? 9). Do you feel….and this is probably the most important question, do you feel that YOUR team is better qualified to sell your cars than someone not employed at the dealership? That is a straight and simple question….don't add or subtract anything from it. Quick easy answers and we'll get moving forward. ; ) Glad you are looking at moving your team forward! Criss Castle criss@crisscastle.com 913-235-8422

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