The holiday season is upon us once again and that means a huge boost to sales in every industry. Of course, the auto industry is no different. Whether it’s for a gift, due to sales promotions, or because of a big yearly bonus, people seem to welcome any excuse to purchase a new vehicle at the end of the year.

Every dealership manager knows that this is the time of year to ready their location for what could be their busiest selling season – usually that week between Christmas and the New Year. It takes weeks of planning to deliver successful holiday promotions aimed at driving up foot traffic to gain an advantage over the competition, but one massive part of today’s market that’s easily overlooked is a dealership’s website.

Passive Versus Interactive Online Presence

A website can be much more than an advertisement meant to lure customers to the door. If all you’re offering is a selection of photos or digital flyers meant to entice customers to keep on clicking – or leave home and physically travel to your dealership – then your strategy may be holding you back. Why should your website just sit there waiting for clicks when you could employ a technology that allows your sales team to interact with new customers?

24-hour Live Chat Services

The simple addition of new dealer chat software can open up a satisfying range of experiences for anyone browsing your website. Within seconds of finding your site, a small window will appear in the lower corner of the screen, immediately connecting that potential customer with a live operator.

Better Customer Service

In today’s world of automated customer service, it’s nearly impossible to avoid annoying chatbots and connect with an actual person in real conversation. Live operators on dealer chat software can give your customers the rare satisfaction of feeling respected and assisted online. They’ll also have access to your dealership’s local inventory while allowing your sales team to jump into chats to provide enticing incentives and further information about individual vehicles.
The major benefit of this personal interaction is that it allows operators to help customers find exactly what they’re looking for, at a price range that’s tailored to suit their budget. This may not result in instant sales online, but it will allow you to generate excellent leads for your in-house sales team.

Customer Information

With the ability to track analytics on your website, operators can keep a personal profile on any customer that registers. You’ll get well-informed documentation on every potential buyer based on information gathered by live operators and data collected from their browsing habits. This dual strategy allows you to make informed suggestions for your clients and increase the potential of leads.
If you’re holding out on updating your dealership’s website with more interactive technology, you’re giving the competition an enormous advantage on the online market. All it takes are a few clicks for online customers to find a competitor with more attractive online services and you’ve lost them for good. Instead, update your website with the latest features to increase your holiday sales and jump to the top of online automotive sales.

Posted by Miley Dowling

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