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I was doing research on our site makeover and Chat records are a great feedback tool.   It’s been a while since I took a good long walk in our chat records, while reviewing them, I see the chats fall into distinct classes.

 

1. Credit
2. Search Help
3. Purchase Intent
4. Trade-in Questions
5. Miscellaneous

 

What’s “Search Help†and what’s “Purchase Intentâ€? 

• Search Help chats are questions from people that need help hunting.
• Purchase Intent chats are from people that want to pull the trigger!

 

----------------DETAILS----------------

EXAMPLE “Search Helpâ€

• Interested in an suv with good mpg
• we would like also to look into all 3rd row seating SUV's under 20,000 mi
• is there any way to search just for 7 passenger vehicles what other models besides minivans and dodge journeys seat 7 traverse is too pricey
• I am looking for not sure what kind of car but around 2008 for around $12,000 if possible.  In that type of ball park.  Thank you.

 

EXAMPLE  “Purchase Intentâ€

• W16242 is a licolin where is it located , is price negotiable?
• like k35101, I am interested but need to know are your prices negotiable
• I have a $4,750 trade-in, $2,000 down payment. It shows the price is $35,990. Is there room for negotiation?
• I am buying with cash and will be looking to negotiate the best price I can get and purchase something from somewhere very soon.

 

 

I reviewed and classified the last 200+ chats and here’s what I found

 

Topic	Count	Percent
credit	48	23%
Search Assist	91	44%
Purch Assist	26	13%
Tradein	19	9%
misc	24	12%
total	208

 

 

The chat topics break into smaller sub-topics.

 

Topic	Sub-topic	Count	Percent
Credit	bad credit	27	13%
	Credit	13	6%
	Credit App Status?	8	4%
Search	search help (General help, complex SRP)	47	23%
	search help (by $ or payment)	32	15%
	search help (wants details on car)	9	4%
	search help car has warranty?	3	1%
Purchase	Purch assist, has car picked out, wants Appt	4	2%
	Purch assist where is this car located?	3	1%
	Purch assist (“car in stock?â€)	13	6%
	Purch assist (make an offer)	6	3%
Trade-in	Tradein	19	9%
Misc	After store visit, follow up chat	5	2%
	Translation	3	1%
	Carfax request	2	1%
	Deliver out of State?	4	2%
	Offer Military Discount?	1	0%
	Young, 1st time buyers	5	2%
	transfer car to other store	1	0%
	prep for purch questions	3	1%
	total	208

 

 

 

Other Chat Ideas

• Real Search Assistant (MANY Complex searches, send link via chat, ala shopper concierge)
• MAKE AN OFFER
• PRE QUALIFY before you arrive
• Schedule Your Test Drive