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Jeff Sterns

Jeff Sterns VP Sales and Business Development

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When Comparing Chat Companies, Look at Results

Comparisons

You can and probably should call this a no-brainer, but it's still an important message to deliver. Results are the only thing that really matter. Everything else is a nuance.

That's not to say that the ways the results are achieved aren't important. We all know that there's a right way and a wrong way to get results in the car business through many of our marketing channels and getting more leads to sell more cars falls squarely into that category. All I want to make sure we all understand is that a method or style might sound great, but the results have to match.

In the world of chat, we're faced with the challenge of an ever-changing environment. Consumer habits change. Website features change. Best practices change. Any one hot concept can become very cold very quickly. It's not just about getting results today. It's about getting results sustainably over time.

My advice to dealers: compare apples to apples. Results always vary, but getting a baseline from a company about the results they're achieving can help dealers make the right decisions about many things, not just chat. Here are some examples of things dealers should look at when comparing any marketing companies:

  1. Define the Lead - Different providers consider different forms of interaction a lead. Make sure that if one company is claiming something that's much higher than all of their competitors that it's not just a manipulation of the term "lead."
  2. Look for Averages, Not Optimal Situations - Every vendor has great examples of their work, but they also have examples of failures. Of course, nobody will show you these. That's fine. What you want in order to make an educated decision is to request examples of their average customers. You want to know what to expect as a client, not what the best case scenario might be.
  3. Find the Same Numbers in Reports - Everyone has different reports. When comparing them, just as when comparing leads, make sure that the numbers are speaking on the same terms and in the same language. If you can't find the common language, ask one or both of the vendors to generate reports that truly make it an apples to apples comparison.

There are other things that dealers can do when comparing, but I cannot stress enough that the most important factor is pure results.

Are you getting more leads? Are the leads of a high quality? Are you selling more cars? Those are the real questions you should be asking when looking at different vendors, including chat.

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