Out with the Old And In With the New – Dealer Chat Replaces Traditional Automotive Lead Generation Techniques
By: Fabiola Grosshan
Submitted: 2010-04-21 02:27:53 | Word Count: 705
If you’re an automotive dealer, purchasing car leads is more than likely a part of your marketing strategy, as it should be. After all, not all customers will land in your lap; some of them you have to go out, look for, and capture. Automotive lead generation has always been a part of the automotive business in some form or another, and as time has passed, it has become a more substantial part of the business.
Despite the fact that automotive lead generation is likely be a permanent staple in the automotive business, enhancements and modifications in lead generation strategies are as inevitable as time, technology, and consumer needs and preferences change. Though we don’t have much control over any of these things, that doesn’t mean that we couldn’t or shouldn’t try and stay on top of new practices and methods of quality automotive lead generation.
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Though it has been around for a considerable amount of time, dealer chat is a product that many dealers aren’t aware of. Moreover, many dealers are probably not familiar with the ways that it can be used to benefit their bottom line and lead them down a road to success.
Increase Quality Leads, Decrease Invalid Leads
One of the number one complaints when it comes to utilizing a third party source for lead generation is the growing number of “bad” leads. When using a third-party lead source, you run the risk of obtaining leads from consumers that provide false information, claim to not have placed an inquiry, or that take numerous attempts to even establish contact with. When you integrate a live dealer chat option on your website, you are given the opportunity to interact live with customers who are on your site in real time. Most customers would not take the time to visit your site and interact with you if they were not in the market and serious about at least the idea of buying a vehicle.
Provide Superior Customer Service
When someone lands on your site, they become a potential customer. It’s important to reach out to them just as you would someone who walks into your showroom. Dealer chat gives you the opportunity to convert this visitor into a lead, then into a customer and potential sale. Additionally, it enables you to answer any questions that your customer has regarding vehicle models, price, or even scheduling service or ordering a part for a vehicle they currently have. Not only are you getting contacts for vehicle sales, but you’re also stepping up your service and parts leads and business as well.
Generate Repeat and Referral Business
When it comes to using dealer chat to enhance your website’s own automotive lead generation ability, it isn’t just about the customer you’re interacting with at any given moment. It’s also about the additional contacts you’ll get when your satisfied customers pass your information on. When you provide superior customer service and chat with your customers, you will be much more likely to get repeat and referral business than you would if you were to ignore them by not interacting.
The effectiveness of dealer chat is not just hearsay. The proof is in the numbers. The National Automobiles Dealers Association (NADA) provides some impressive statistics on automotive lead generation. According to the NADA, dealer websites generate at least 50 auto sales leads per month. About 15% of these automotive leads will be converted into sales. When a dealer chat service was integrated into the website, the number of sales generated increased by 50%. These figures are only based on sales leads and conversations from the website – the added expense of third party leads were not added in.
As times change and consumers become more and more internet savvy, it’s crucial that you as a dealership adapt to their needs and adjustments. If your website does not have a dealer chat function, you’re behind on the times and losing countless opportunities and sales each day from customers who land on your site and leave without being engaged.
