There is a disconnect in the industry when it comes to alignment of goals. What vendors, OEMs, and dealers want are often completely different. In fact, their goals often clash.
One of the most important aspects of our company is that we have made certain to align our goals with the goals of our clients. When we develop our products, we do so by starting with the question, “How will this help our clients sell more cars?”
It might sound simplistic, but it’s actually less common than most would expect. Let’s use an example in the chat world. We have seen tremendous results from proactive chat. The idea that prompting your website visitors to interact with you through chat has proven to be a very effective way to not only improve communication but to increase the overall number of quality leads the dealership receives. It’s not about taking leads from other sources. With proactive chat, you will see an increase in total leads.
We’re not the only ones who do it, but it is strange to hear from some about how passive chat is the way to go. The vendors that promote it have a handful of reasons behind it, but they don’t seem to hold up when put to the test. Dealers want more leads, so why would a company not want to take advantage of a process that has shown to be effective at producing them? The answer is in the cost. The more chats that are engaged within a managed service, the more expensive it is for that company. People have to be hired to man the chats, so it’s better for the chat company to be passive and try to get fewer website visitors chatting.
Unfortunately, it’s not better for the dealer.
This is just an example, but it’s one that illustrates what is happening across the industry. You should be working with vendors who want what you want. You should be judging vendors based upon the criteria that you set aside, not the ones that they have laid out for you. This is your business and you understand it better than them. Don’t let them tell you something that goes against what your gut tells you. If it doesn’t fir, it’s probably not real.
When your vendors’ goals are aligned with your goals, everyone wins.