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We all love to focus on leads. That's the name of the game in pretty much everything you do on your website. Many dealers are starting to understand that it's not all about leads since many people, particularly mobile visitors, are not filling out forms as they were in the past. Still, it's a big focus.
One thing we've seen over the years is that sometimes a happy potential customer can be earned by simple customer service. When people come to your website, it can take a quick answer to an easy question that can be the difference in making a sale or not.
Chat is the easiest way be there for your website visitors. Many people don't want to make a phone call and filling out a form to get a quick answer is not appropriate. Maybe they just want to see if a vehicle is available before they hop int he car. Perhaps they want to know if you take trade ins (yes, there are people who aren't sure). Whatever their need is, the presence of a chat operator to answer their questions is necessary.
It can take the form in more detailed questions as well. They might want to see the CarFax. They might want to get information about the car from Edmunds. Using a chat service that interfaces with the right partners can be a huge win, especially if they've already visited one of your competitors' sites and did not get the information they needed.
Chat is about leads, but it can be so much more. In some cases, it can be less, and it's in these little details that you have the opportunity to make a new customer.