In this day and age, any company that wants to succeed with their digital marketing needs to have chat on their website. It’s not an option. Of all the industries that can benefit from chat, the car business is one that is very clear. People have questions about cars and service. Many of them want the ability to chat with someone at the store.
It’s for this reason that it’s surprising so many dealers do not have chat on their websites. There are plenty of chat companies out there. Most specialize in the automotive industry because of the specialization required to handle it, particularly from the managed chat perspective. Some dealers do it themselves. Others rely on their vendors. Some vendors operate during business hours. Some, such as CarChat24, work around the clock. Regardless of which way the dealership wants to go, they have to have some variation of chat available.
Car shoppers often want instant information. They have been trained to expect to be able to get whatever they want immediately. This can come in the form of phone calls, lead forms, texts, or chats. The phone call is valid for most shoppers, but some of them simply do not like to talk on the phone with car dealers. Lead forms do not give the instant information required. While some would say that a “serious buyer” will wait for answers via email, the statement has been shown to be incorrect many times. Texts are only valid for some. Then, there’s chat.
With chat, consumers get the best of both worlds. They get the real time information they need while maintaining a degree of anonymity that chat provides. Dealers need to take advantage of every possible venue to receive contacts from their prospective customers. To deny that chat is a valid option isn’t acceptable.
The changing world of internet marketing can be challenging in the automotive industry, but certain things remain universal. Giving people every opportunity to contact the dealership is one of those things that should not be taken for granted.