Live chat follow-up is crucial to dealership success

What’s Your Chat Follow-Up Process?

Live chat success does not happen on its own. Success happens when your dealership flawlessly incorporates live chat into its daily processes. And one of those daily processes is live chat follow-up.

As soon as a chat lead hits your CRM, you need to have a team promptly following up with that shopper. You can have the most amazing conversations in the world, however, if your staff is not properly following up with your online shoppers, it won’t matter if you had a good or a bad chat – the result will be the same – you won’t see the sales.

Therefore, the moment you sign up for live chat, you need to have a plan for effective chat lead follow-up.

Questions You Need to Ask to Plan a Successful Chat Follow-Up System at Your Dealership:

  • Who is going to be following up on the leads?

  • Are you going to use round robin or some other form of fair lead distribution among your staff?

  • How many employees do you need to follow up on all chat leads promptly?

  • Does your staff understand how to use your CRM to access the chat leads?

  • Where will the chat transcripts be stored for your team to review?

  • How quickly should your team be following up on chat leads?

After you have answered these above questions, then you need to train your employees on how to follow up with a chat lead correctly.

“How Do I Successfully Follow Up on a Chat Lead?”

The two most common forms of contact used to follow up on a chat lead are phone and email.

When following up on a chat lead via email, there are few steps you need to follow:

Chat Follow-Up Email Checklist:

163073209Step 1: Read the chat transcript thoroughly.

Step 2: Gather the details the shopper was looking for and include them in your email response – (vehicle availability, price, vehicle specs, leasing offer details, service package information, etc.).

You must answer the shopper’s questions in your follow-up email. By doing so, you will begin to build a relationship with your customers and earn their trust.

Step 3: Make sure to attach any photos or coupons requested.



The shopper who received the follow-up email pictured above had specifically said during their chat conversation that they preferred to use email to communicate (see step 1 – read the chat transcript, FIRST).

They also asked for photos of the Escalade, because there were only stock photos shown on the website. This email adds no value to the relationship with the shopper because it does not provide him with the information they requested during a chat. Not to mention the spelling mistakes – yikes!

You can place your phone number in your email signature, but other than that, do not press the shopper to call you. Sometimes, people prefer contact via email and ONLY email (they may be at work!). Any additional pressure to call you will only make them less interested in buying from you.

Step 4: Reply quickly.

There is a slightly different variation for following up when you are replying to a chat via phone.

Chat Follow-Up Phone Call Checklist:

466171617Step 1: Read the chat transcript thoroughly.

Step 2: Gather the details the shopper was looking for and make sure to mention them during your call – (vehicle availability, price, vehicle specs, leasing offer details, service package information, etc.).

Step 3: Call promptly.

Step 4: If the shopper picks up, provide them with the answers they requested in the chat. You’ll also want to prompt them for any additional information that might be important to understand their needs fully.

Step 5: If the shopper doesn’t pick up, leave a message with the details and a call back number.

Once you’re sure you have fully answered all of the shopper’s questions via phone or email, your next objective is to go for the ask. Ask your potential customer to come by for a test drive, set up a service appointment for them, or ask them if they would like to go ahead and order the part for their vehicle repair.

You want to lead them to the next course of action in the buying process. If your shoppers are ready, they’ll take the next step and come into your store.