Consumers aren’t quite hitting the brakes on online car buying just yet.
The “new normal” for the automotive industry is that potential car buyers are less willing to interact with sellers in-person at a dealership.
Globally, interest in buying cars online is at 59%.
If over half of prospective buyers are more interested in buying cars online, then as a car dealership you have to meet them there.
Selling cars at the dealership vs selling cars online
When car buyers are in-shop, browsing cars at their local dealership, in most cases, they are a captive audience to the car salesperson.
The car salesperson can spot which car the prospect is interested in, read their body language, and make sure to share the most important information the buyer needs to know.
Inside the showroom, it’s a bit easier for the salesperson to overcome objections and also persuade the customer with different features of the car.
In contrast, when selling cars online, you’re not able to see the buyer physically and read their body language (of course unless he opts in for a video call).
This makes it tough to convince a prospect to buy since you cannot decipher their feelings digitally.
Typically, this is how it goes online: a visitor comes to your website, browses for a bit, and then disappears when they leave for another website. Without the right tools, someone can click through your website and leave without you even noticing.
The buyer has the power in his hand to leave your website at any moment. So how can you as a car salesperson appear in front of the buyer before they bounce from your page? By using live chat software.
The benefits of live chat for car dealerships
Engaging with potential buyers through live chat on your website can help increase your conversion rate by 50%.
To get the most out of your live chat software, you’ll want to treat the actions that a visitor takes on your website like it is their body language.
Think about it.
If someone walked into your car showroom’s location and began circling around the same car for more than a few minutes, you would approach them and assist them, right?
In the same way, you should approach and assist visitors that are showing interest in a particular car on your website.
Here are just a few of the useful benefits of live chat for car dealerships:
- you can use targeting to capture warm leads
- you can add-on voice or video calls options to live chat
- you can enhance customer experience by providing support for car servicing customers
How to get more car sale leads with targeting
When you use targeting rules, it allows you to open live chat to those website visitors who are warm leads. Some of our favourite targeting rules that reveal this for you are
- Website and campaign URLs
- Repeat website visitors
- Time on page
This will allow you to save resources when it comes to engaging in live chat with every visitor that comes to your page.
Video and voice calls make it easier to close a sale with live chat
Live chat provides a quick and convenient outlet for prospective car buyers to interact with a salesperson. In fact, 41% of consumers prefer live chat support.
To even further cater to the 32% of customers who prefer phone support, with live chat, you can also provide a voice call option. This is perfect when a prospect's concerns are a little too tricky to cover in the chat.
But, what’s the ultimate customer experience that brings the visitor as close to in-store car shopping as possible? Video chat.
When you provide the option to activate a video call within the live chat, the visitor now has the ability to put a face to the service and also check out a live view of the car if they would like.
WIth the giosg video calling feature, the customer can also decide whether they want to turn on their own video or not. This is convenient for customers because it allows them to still have the in-person experience without feeling the pressure of showing their own face on video.
Live chat provides excellent customer support for car servicing too
By this point, you may be able to picture how live chat can give your sales the push they need in the online space. But also, live chat acts as a great customer support channel for those customers looking to book services with your dealership.
When you use live chat to field these types of customer requests, you can minimise response time and keep your customers happy and loyal.
The ability to handle multiple live chats at the same time helps maximise your time also.
Use Cases of Car Dealerships Using Live Chat
K-Auto emphasizes targeting with their live chat
Let’s look at one of our successful cases of an auto reseller using live chat brilliantly on their website.
K-Auto is one of the biggest car resellers in Finland and they wanted to improve their customer experience and how they communicate with customers. The solution they went with was giosg’s live chat software.
What’s most impressive is the emphasis K-Auto puts on their target groups to make sure the live chat would activate in front of the right people.
For example, they have solved complex logistics with the help of live chat targeting. This has helped them direct visitors’ chats to the correct dealership, car servicing agent, or salesperson based on topic or location.
With live chat, K-Auto has seen an astounding 30% conversion rate of chats to leads.
Riddermark Bil sells over 30 cars through live chat per month
Another one of our successful live chat users is Riddermark Bil, one of Sweden's largest car dealers.
This car dealership knew the importance of enabling a digital channel since they had 100,000 website visitors per month and 10 dealership locations across the country. Thus, they sought out giosg’s live chat solution.
Riddermark took advantage of the live chat’s analytical reporting features to help gain insights about their website visitors. This helps them identify and engage with prospects with personalised messaging.
With live chat at their fingertips, Riddermark became one of Sweden’s first auto dealerships to take the car buying process completely online. Now, they are selling over 30 cars per month through their live chat, all online.
Craving online results like these? See how live chat can work for your car business too:
- Go ahead, book a demo with us ✍
- We'll show how you can increase online car sales and lead generation through live chat.
- Start converting more buyer leads with giosg!