The business of sales has changed rapidly in the Information Age; customers have more access to information and products than ever before, and they expect salespeople to assist them more than persuade. Aggressive salespeople are quickly discovering that today’s shoppers walk onto the lot with their minds made up, and they already know where to go instead if they feel like someone’s trying to push them into something. No one steps onto the lot to browse any more, and that’s why the most successful tactics have moved online, where car customers are doing the vast majority of their research.
More and more businesses are turning to live chat services in order to provide a customer service experience on their website, where customers do most of their browsing and price comparisons. For car dealerships, there are live chat windows such as Gubagoo designed specifically for their industry. Their call centre representatives are trained to match a dealership’s inventory to a web visitor’s browsing history. Their job is to qualify the lead by answering questions, discovering budget information, and booking test drives.
As more and more shoppers turn to digital channels for product information, they find it easier to use the web than other forms of communication when dealing with businesses. At the same time, chat has outstripped social media when it comes to consumer-to-business interactions:
• 42% of consumers have used a live online chat on a website
• 23% have used email to contact a company
• Only 16% have used social media to interact with a company
Part of the reason for social media’s poor performance may be that individuals want to keep their social media profiles separated from companies that will quickly send promotions through these channels. People feel more confident that they can control the interaction through the company website than on their Facebook profile, and thus more willing to open that channel of communication.
Increase On-the-Lot Traffic
The power of car dealer chat services from Gubagoo, an online customer service suite tailored specifically to car dealerships, is booking test drive appointments. Consumers no longer browse by visiting dealerships; they compare products and prices online. However, the majority of consumers remain skeptical about purchasing such a big investment online, and still want to test drive it.
Using a service such as Gubagoo can also help dealerships generate more sales and leads by capturing more incoming queries. No less than 16% of calls coming into a dealership go unanswered; two-thirds of the times that customers do connect with a salesperson, the salesperson makes no attempt to book an appointment or even get contact information. A full service liaison company working both online and over the phone can capture all overflow calls and texts to book appointments, provide product information, and get contact information. As any salesperson can tell you, it’s almost impossible to reconnect with a lead if you’ve missed their call the first time. People are much more likely to move to the next company and act with whomever is the most responsive. Make sure your dealership is making the most of its potential to generate leads and capture incoming queries.