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Jared Hamilton
From: Jared Hamilton
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Exclusive Blog Posts

5 Avoidable Ways that Car Dealerships Can Reduce Staff or Customer Injuries and Liability

5 Avoidable Ways that Car Dealerships Can Reduce Staff or Customer Injuries and Liability

The National Automotive Dealer Association (NADA) data for 2016, revealed that there are 16,708 franchised dealerships in the United States, who sold a rec…

Tips on Finding and Hiring Salesmen Who Have Experience

Tips on Finding and Hiring Salesmen Who Have Experience

Your dealership can't thrive without an experienced sales force. The trickiest part of this equation is finding "rock star" salespeople to he…

New Site Links from Google in Mobile Search

New Site Links from Google in Mobile Search

In thinking of a mobile first world, Google has rolled out new site links to the search results on mobile search.  Historically, Google would award…

What Your Dealership Should Look for in Insurance Coverage

What Your Dealership Should Look for in Insurance Coverage

When a person decides to start a car dealership, insurance needs to be part of their planning. It is a requirement for a dealership to have vehicle insuran…

The Power Of A Physical Location In A Digital World

The Power Of A Physical Location In A Digital World

Everything is moving to digital, does that mean that your location isn’t valuable? New research shows that your physical location could be your most …

Meeting the Needs of 'Right Here, Right Now' Shoppers

We live in the age of instant gratification. (Admit it...you’re irritated when a Web page takes longer than two seconds to load.) Sixty-nine percent of respondents even said that a quick response was important for a positive customer service experience (Dimensional Research). Everyone wants answers right here, right now, including car shoppers. And if you can’t give them, you’ll “lose the race,” as Chris Hill, E-Commerce Director for Bill Jacobs Auto Group, states.

Communicating Value
“Customers are shopping online for vehicles, parts and service long before buying them in person,” says Hill. “But beyond price, they still want to know if a dealership is reputable, if the car you’re selling is good, even how available you are if something comes up.”

How do you show all that? Communication is key; it helps online shoppers trust and get a feel for your business. That’s why Hill’s dealership uses a variety of communication methods to solidify themselves as the easy-to-deal-with dealership. In fact, though based in Illinois, they consistently bring in sales from Wisconsin, Indiana, etc.

“Maybe that’s due to the prices, but I think a lot of it is customers knowing we’ll be there to talk with and help them,” Hill explains. “We’re reaching customers on a level few others do because we’re everywhere. If they are comfortable texting, chatting, calling, emailing or walking in the door, they can do it and get fast, consistent service.”

Using Dealer Chat to Tip the Scales
Being available like that helps increase leads so you can “take more swings,” as Hill puts it. “If you’re hitting 5 out of 10, wouldn’t you rather be hitting 25 out of 50?” Answering chats is one way his dealership has added to those sales opportunities. (Thanks to Internet chat leads, his salespeople started selling about 8-9 more cars/month than they were before.)

“Chat is right here, right now; it’s a direct feed to the  customer,” Hill adds. And with dealer chat on their websites and online ads, he says they are better able to engage busy professionals and others who just don’t want to talk on the phone. They can also streamline the process for answering questions, make people feel more comfortable about doing business with them, and even collect quite a bit of customer data.

Now, Hill notes you can survive without chat. He wonders, though, whether you’ll be able to compete if the dealership down the street starts communicating in the way many shoppers prefer. “If you’re not on board with this chat technology soon, you’ll be racing to catch up,” he says. “Plus, your chat processes and techniques won’t be as honed as someone who’s been using it for years. Who wants to be behind like that?”

Watch Chris Hill’s video, “Your Return on Chat,” and stay tuned for more tips from him in the coming weeks (like how to transform your dealership into a digital marketing machine).

Chris Hill
I'm a huge advocate of servicing a customer where they want to be serviced. Please feel free to ask questions if you have any.
Aaron Hassen
Thank you, Chris

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