The document discusses how automotive dealerships can use chat functionality on their websites to better connect with customers and increase sales. It recommends that dealerships proactively engage with site visitors through chat to solve problems, provide assistance, and steer conversations towards making purchases. Metrics show that chat can generate additional leads and sales beyond what the site normally produces. The document provides tips for modifying sales processes, monitoring chats, analyzing chat data, and integrating chat with other systems to close more deals.