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CHICAGO — Cars.com dealers who are out-and-about no longer have to rush back to their computers to connect with shoppers. The company has now made its chat platform available through Web-enabled smartphones, meaning dealers have a much easier and quicker was to get in touch with potential customers.   

"Mobile chat allows salespeople to be more responsive to shoppers' inquiries, even if they've stepped away from their desk," said Michael Page, Cars.com vice president of advertising products.

"Dealers can respond at shoppers' convenience, giving them the information they need to take the next step toward a purchase," he added. "With the popularity of smartphones in the store, dealers can use this capability to enhance their customer service and sell more cars."

Sharing how chat has helped his store, Phil Amason, sales consultant with Buster Miles Chevrolet Dealership in Heflin, Ala., noted: "It's definitely been a plus for our store. It's a better way for customers to reach us live and for us to respond. They get immediate access to the information they need, and I think that's really key."

Amason began using the chat program about a year ago. Since he started testing the mobile functionality of the chat platform, he said his business has gone up.

"I was able to accept two chats last month that I would not have been available for if it weren't for mobile chat. I know this resulted in two sales," Amason noted.

"They were two hard, trackable sales," he continued. "In my experience, appointment rates are higher with live chat compared to traditional email and phone appointments. There seems to be a better quality interaction because of minimal delay in response."

Cars.com urges dealers to contact their sales representative to augment their online advertising packages with the chat platform.

Dealers can also check out a recording of the free Webinar on utilizing chat that Cars.com held recently as par to its DealerADvantage Live series. The recording of "Chat Up Your Inventory: Leverage Chat to Reach In-Market Shoppers and Win Sales" can be accessed at http://dealers.cars.com/live.

Cars.com explained that online chat was rolled out in January 2009. There was no additional charge for dealers to use the product, which was designed to help them reach more potential customers on the Web.

Cars.com has a partnership with Contact at Once! for the technology involved with the chat platform, and revealed last week that it has been renewed. Included in the renewal are the chat capabilities.