If you get car sales leads from a third party, most likely you’ll track their effectiveness on a monthly basis. If XYZ lead source sends you 1500 leads, and you only reach 100 of them, 20 of which set an appointment, and 2 of those buy a car, you’re probably going to call your sales lead provider and let them know you’re not happy with the outcome. They’ll throw the line at you that “they’ll send you more leads”, and you explain that “it doesn’t matter how many leads you get, if they’re not valid, then they’re useless”.
And you are absolutely correct. It’s a numbers game, after all. It’s a combination of the number of leads you get and the number of leads you are able to convert into sales. This is very similar to analyzing your website traffic VS your website conversion.
Surely you spend a good chunk of your advertising budget on internet advertising. Your goal is to get people to your website. Having 5,000+ unique visitors a month is a phenomenal feat, but what are those 5,000 people doing on your dealer website? If you don’t have dealer chat on your website, you’re taking a shot in the dark whether or not the visitor will contact you with their questions. A website visitor is not a car sales lead until you get their information. You can increase your chances of obtaining a lead, by engaging the visitor in a conversation, with a dealer chat solution.
In order to ensure that a visitor’s questions are answered, you need to start a conversation. Multiple studies show that most website visitors are more likely to respond to a greeting, rather than initiating a conversation themselves. Having a 24/7 fully-staffed dealer chat service on your site enables a live-chat agent to greet every single one of your website visitors. No one leaves your website without knowing that a dealer chat agent is there and ready to help.
Your website in itself is a lead source, and you drive traffic to it. Enhancing your site, by bringing it to life with a dealer chat service, ensures someone is there to field questions when your dealership isn’t open. When your doors are locked, and your lights are off for the night, having dealer chat ensures all visitors are welcomed and someone is working to generate valuable cars sales leads for you.
Car sales leads from your very own website are of higher quality than any third party lead. Think about it: people are on your website because they want information. Dealer chat enables you to reach out and contact your visitors and properly point them in the right direction; which is always into your showroom, and into their next vehicle that they buy from you. Dealer chat equals more sales equals more money equals a successful business for years to come.