We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
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...