Somehow we still have a lot of dealers looking for the cheapest solution to digital needs in part because they don't value/understand/underestimate digital.
I have franchised dealers that pay $299 for their website and while I'm not saying that you should over-pay for anything in life; knowing what $299 buy you nowadays--what expectation do you have from a $300 asset to make a positive impact in your business?
As I visit clients and I present out websites I'm amazed that few people ask:
How good of a website can you make for me and how more competitive than the dealers around me?
I rather hear:
So how cheap can we get something better than what we have (with better having no definition).
Chat suffers from the same disease: No value/understand/underestimate.
So the questions for chat people should ask are:
How well trained are your people?
Can we see real example chats from a pool of dealers that we choose?
What kind of lift will I see in website contacts?
How fast do your guys answer?
How deep do they go to provide information to the client?
etc
How cheap should be the last or not even be there because if you don't buy chat to SELL MORE cars you shouldn't buy it.