I’m sure we all will agree that the leads that produce your highest closing ratio are your phone up’s. When a customer calls your dealership you already know that they are looking for some sort of help. They might just need pricing information, incentive information or they’re checking the availability of vehicle they saw advertised on your site. It’s usually the easiest time to fact find, build rapport, capture customer information and set an appointment. The same importance needs to be placed on your chat up’s.

When a customer starts a chat with your dealership they are looking for the same answers as a customer who calls in. They just might be in a situation where it is not convenient to pick up the phone.  I’ve spoken to dealers who frequently miss numerous chat requests a month. When I ask why they’re missing the chats the answer is always the same, “we’ve been too busy to answer.” If I ask them if they’re missing phone calls the answer is usually no.

Typically, if the receptionist doesn’t pick up then the phone will start to ring to another area of the dealership. Everyone wants to make sure that those valuable phone ups are answered every single time.  If a chat up is just as important as a phone up why are they handled in two different ways?  Why ignore a chat request and why bend over backwards to answer the phone? If you are truly too busy to answer, there is a solution we call “rollover”. Ask us about it.

Don’t miss another opportunity to speak with a customer. More conversations with customers equal more opportunities to do business. If you start treating your chat ups with the same importance as your phone ups you’ll see an increase in appointments which will lead to more cars sold.