How the Automotive Industry Uses Chat Software to Drive Sales

The US automobile industry has about 50,000 establishments across the country. However, now many dealers are looking to the net for digital sales and higher conversions. Car lots and showrooms require either the purchase of land or rental. Selling online can lower overheads in certain areas.

Nevertheless, consumers still have the need to speak to a real person from time to time. Not all purchases can be made online with a couple of clicks. Sometimes it is necessary to ask questions and comprehend more about the products you are considering.

To combat this problem, some car dealers are now utilizing chat software to help with online and offline sales.

What is chat software?

If you have been on the net long enough you may remember the popularity of chat rooms. These were websites where people could meet new and old friends and send messages via public, or private rooms.

Chat software works on a very similar principle except it is only one-to-one. There are two main types of chat software, and these are ones that involve bots, and ones that use live operators.

Chatbots certainly have their place on the net and can be a useful tool for answering simple questions or helping a user to navigate around a website. Live chat is on a different level as far as customer service is concerned, and it can also be used to help convert leads into sales.

Is chat software a replacement for humans?

Chatbots certainly replace humans in the sense that the software is automated and has no need for human interaction except on the consumer side. Live chat software uses human operators though.

In the car retail sector, live chat can replace, at least partially, the need for a visit to the showroom to find a representative to talk to. Software such as Visitor Chat uses operators who are qualified and experienced in the automotive retail market to answer questions online. This can help improve digital sales, and also traditional sales in the showroom.

Does chat software increase sales?

The automotive industry is still massive, but there has been a decline in sales over recent years. The global online car buying market was worth $238 billion in 2020 though so it is not exactly a dying industry. Especially when you consider it is expected to grow to around $723 billion by 2030.

Much of this growth is predicted to come from the digital retail sector. Chat software can be used to complement a car dealer’s website by providing ongoing customer support during the user’s visit. The operator can lead the customer through the areas of the website, explain certain tools available, and answer pertinent questions about financing, or test-drive availability.

Through the use of chat software, the customer can be taken through the entire sales process online, or guided towards the nearest showroom to complete their transaction.

How does chat software affect the customer experience online?

Live chat software can help to increase trust and loyalty through immediate responses to questions. There are some scams targeting car sellers and buyers online. By going to an official website you know that you are talking to operators who are authorized by the dealer.

Part of the idea behind chat software is to give the same experience that a showroom would with representatives available, but online. The customer has the convenience of browsing from home or at work, but with a knowledgeable operator assisting them along the way.

Does chat software help the car dealer make sales in other ways?

Some live chat software can be incorporated across different platforms. Therefore, it can be used to increase customer engagement not just on the company website, but also on social media.

Live chat software often has other features too with reporting on various metrics to help analyze marketing campaigns and different departments. Productivity, stock levels, and availability can all be monitored through the reporting suite.

Summary

There are many scams surrounding cars and dealers, so it is important to only go to the official websites when considering digital retail. Ones that employ live chat have to have knowledgeable people operating the software, and this adds an extra level of trust which is always welcome online.

Live chat operators can also hand over to in-showroom employees, and sales can be finalized there instead of online. Live chat allows the showroom experience to happen online and helps to give the consumer enough information that they can make a car purchase online, or in the showroom at a later date.

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