I could just say 'yes' and make this the shortest blog post ever, but here is why it matters…not that you want the gang from the Used Cars movie in this photo helping you with your business, but having 'car people' involved makes a HUGE difference.

As a dealer, when you look at your DMS, your photo and/or inventory service, and even your website, are they handled by companies that are either well established servicing the auto industry, or is the car business just a small part of their product portfolio? In most (if not all) cases, 'car guys' or ladies are an integral part of the technology and the process development for these products.

The same goes for setting up dealership live chat software or live chat hosted service. Is the auto industry part of the company's DNA, or are they serving the car business as one of their niche markets? From understanding car buyers and sales processes to using the right language and setting appointments, the website live chat experience for a buyer has to be 'in sync' with the rest of their experience – assuming you want a positive experience. It isn't impossible for someone outside the business to create an effective product, but helping a dealer implement it with any amount of success may not generate the results promised by the slick brochure and discounted price.

'Car people' know they have to continuously enhance the buyer experience for their product to be successful, whether they are a dealer or vendor. The more you can engage buyers with technology and communications methods that are familiar, the better chance you have to make a connection, create a quality lead, and (hopefully) generate another sold unit. As with any product worthy of an investment of time and money, you want your dealer live chat strategy to pay off for the customer – and the dealership. Working with 'car people' can help achieve this goal.  (Photo: scene from USED CARS movie)

Tom LaPointe CarChat24 Marketing Consultant

www.carchat24.com/ 24/7 Interactive Automotive Dealer Website LIVE CHAT Solutions Managed Chat, Backup Chat Support, and chat software options 727-638-0195

A U.S. Marine Corps veteran, Tom has an MBA in Marketing and is an automotive writer and author with nearly 20 years experience in virtually every aspect of the retail auto industry. He has been involved with the internet from the beginning, building websites at Johns Hopkins University in the 90's, and has been a performance leader in nearly every dealer role, from sales and service, to BDC / internet sales and viral marketing.