live chat strategy for car dealers

Use Live Chat to Promote Your Dealership’s Competitive Advantages

Written By Eric Schlesinger

In a perfect world, shoppers would immediately know your dealership’s competitive advantages (i.e., amenities, “why buy” statement, and specials) by perusing your website. But that’s not always the case. Many times websites have too much or too little information, or shoppers are just too lazy to navigate the pages and find a reason to buy from you.

If you aren’t providing an effortless online shopping experience, chances are these shoppers are bouncing off your site. That means you are missing out on potential leads and sales. Automotive live chat can help you combat this trend! Here are some ways your staff can use live chat as a tool to market your dealership’s competitive advantages:

Promote Your Competitive Advantages in Automotive Live Chat

1. When you greet your customers

The chat greeting is essential, as it sets the tone for the entire conversation. Use this moment to showcase what sets you apart from the competition, and start influencing your shoppers’ buying decision. Once your customers click to chat, you can personalize your greetings and showcase your “why buy” statement in the messages! Here's an example:

“Hi there, [CUSTOMER NAME]! Welcome to [INSERT DEALERSHIP NAME], where we’ll always have the best price, or match the competition!”

Let your shoppers know from the get-go why YOU are the dealership they should be buying a vehicle or receiving service from.

2. During the chat conversation

We’ve said this before, and we’ll say it again: there’s more to chat about than vehicle availability. Take your customer service skills up a notch by plugging your amenities and specials into chat conversations when it's relevant.

Mention Your Amenities:

The chances are that having a great waiting area alone will not convince a shopper to schedule a service appointment with your dealership. However, mentioning your amenities is a great way to build a relationship during a conversation and provide added value to your services!

  • Do you have a game room in your waiting area for service customers? Tell your shoppers chatting in for an oil change how much fun their kids can have while they wait!
  • Do you offer complimentary WiFi? Tell them to remember to bring their tablet in case they want to get some work done while they wait!
  • If you offer free CarFax documents on vehicles, Black Book Trade-in appraisals, a First-Time Buyers Program, etc. -- you can say so during a chat! That might just be the extra push your prospect needs to choose your dealership over one of your competitors.

With ActivEngage’s conversational commerce technology, you can even do live video to showcase your amenities while providing that personalized touch that sets your dealership apart from your competitors!

Mention Your Specials:

One of our most frequently asked questions in an automotive live chat conversation is “What specials are you currently running?”

As I mentioned before, your shoppers don't always find what they’re looking for on your website. When shoppers ask about a vehicle you’re running a special on in a chat conversation, guide them to your specials page so they can check out the details on the special they asked about, as well as get information on all of your other deals you have listed. Letting them in on your specials will not only demonstrate excellent customer service skills but also show your online shoppers that you have a vested interest in their business.

What I'm Trying to Say is...

Don’t just use automotive live chat to answer questions, use it to differentiate yourself from the competition and to build relationships with your customers. The more you make their shopping experience unique, the more they’ll want to do business with you.


Ready to discover how ActivEngage helps your dealership succeed?