CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
As website communication tools go, chat has grown at the fastest rate of adoption on car dealer websites for years. It’s not new, but more dealers are embracing what chat can do for them to engage with people visiting their website.
There are two primary reasons that it wasn’t a fad that died away like so many other website addons over the years. First, it is an ideal method of communication for the expanding number of people who prefer to use their phones for texting rather than calls. Our society is shifting towards testing as more people embrace it and chat is the closest thing to that type of communication available on a dealer’s website.
Forms and emails do not have the real-time dialogue abilities that text and chat have. Scientific research has shown that many people avoid calling a dealership (or any business) as much as possible because they no longer possess the pacing control. With chat or texting, they determine when and how they reply. On the phone, it’s more direct. In essence, website visitors have more control over chats and texts than they do with phone calls.
The second reason that chat continues to grow is because in most cases and with some providers like CarChat24, chat is the only way for dealers to have a conversation with a website visitor late at night or early in the morning. Despite what some would have you believe, today’s consumers do their research and shopping at all hours of the day or night.
One of the best things about the internet is that it has empowered us to not be restricted based upon time of day. For many, the best time to get online and do serious research like shopping for a car is off business hours. The idea that people only shop for cars during daytime hours is incorrect. The number show that there are plenty of people visiting and chatting even after midnight. You can see this for yourself by checking your analytics and breaking down visitors to your website by hour.
With these two pieces of information, let’s now discuss why 24/7 is so important.
It all comes down to differentiation. For most dealers, they either have no method of communication on their website late at night or the communication is not working properly. That’s how you should look at it. If your chat says “Offline” at night, then it’s not working properly. It’s not accomplishing what your website visitors expect from a chat box.
Late night visitors are not “weird” or any less likely to buy. They aren’t visiting for fun. If anything, the fact that they’re up late at night investigating your dealership is a sign that they’re truly serious about it.
Chat offers the only way for your website visitors to get answers immediately. Through managed chat with CarChat24, you’ll have an “always open” presence that your competitors are missing.
If you’re selling the same vehicles at approximately the same price, you have to differentiate yourself. Sometimes, the ability to contact you is all of the differentiation you’ll need to start to earn their business.