The automotive industry is very competitive, and success in this field requires the use of cutting edge software tools to find new buyers and close the sale. Some of the most effective tools can be extremely simple, and social messaging chatbots demonstrate how this can be true.
Why Social Media Platforms are the Most Important Automotive Marketplaces of Today?
Buying a car is a big investment, the path to purchase is long and buyers usually like to compare multiple offers before making the final decision. In this day and age, research takes place mostly online where it’s very easy to collect information from various sources. Auto manufacturers and dealers have to participate in this exchange of information as actively as they can, and social media give them the link with huge audiences that include numerous potential customers. It’s not enough to simply create a Facebook page and occasionally post a photo of a shiny new vehicle, as modern buyers have excellent understanding of the various car models and require specific, detailed information. To provide instant answers to a lot of different questions, automotive marketers could turn to intelligent chatbots built on platforms that people are already using including Facebook Messenger, Instagram DMs and WhatsApp.
“Conversations are how people on the internet connect with each other. Unfortunately, that’s not how most brands on the internet connect with people. But that is shifting, thanks to automation. This new type of communication between brands and people means talking with them, not at them. We’ve developed chat marketing strategies for several car dealerships and in some instances have seen qualified leads triple.”, explained Ryan Dearlove, founder at Chit Chat, a leading conversational marketing agency.
How Automated Conversations Can Help Car Salesman to Thrive?
Every salesperson craves the opportunity to converse with a potential buyer face-to-face, but due to the number of contacts on social media this is not really feasible. The next best thing is to use an automated tool that can nurture the lead, in many cases without the need for direct participation on the part of human operators. Chatbots of the latest generation have impressive conversational capabilities and can perform many different roles with a surprising level of success. They can be set up to answer most commonly asked questions, promote new product launches and marketing drives, direct potential customers to the nearest dealership where their preferred car model can be found. Through such activities, it’s possible to raise the profile of the brand, engage the audiences, and facilitate better sales all at once and with very reasonable costs.
What to Pay Attention to When Creating an Automotive Chat Bot?
Social media chat bots are very versatile and flexible, so the scope of their potential applications is very broad. Customisation is very important, as each business has its own priorities and challenges that need to be addressed with automation. It’s a wiser choice to specialise the bots for the most important functions than to attempt creating a universal tool. User responses and objective metrics can give you a pretty accurate picture of how your bots are performing, so businesses can adapt to the realities on the ground and provide the type of service that customers demand. Since modern bots are designed explicitly for social media and have AI-capacities, technological compatibility and usability are typically not significant concerns. This allows the user (and the technology partner) to focus on business objectives first and foremost.
Using Bots to Turn Leads into Sales
Car purchases are often made in person at the dealership, but even in such cases the online channel can be decisive for funnelling good leads all the way to the closing of the sale. Chat bots can be powerful allies in this process, instantly reacting to any requests and providing key information about car features or financing options in real time. Basically, a chat bot can act as a virtual salesman and greatly reduce the pressure on the workforce while making a positive contribution to the bottom line. That’s why every well-rounded social media strategy should always include a sales component that will justify the investment and ensure long-term sustainability.