Now, more than ever, the automotive industry has jumped on the buy online train. 

This is good.  Also, this is bad.

We have to make shopping online easy for the consumer BUT we also want to establish a relationship.  Aunt Jude isn't going to bring in cousin Billy and her next-door neighbor if she doesn't know and like you and your dealership and the process.  

The challenge is making all of those things a seamless process. The consumer needs to see your website as a reflection of your dealership.  They need to feel welcomed and secure.

• The question then becomes which is best:
• a) A complete buy now meaning that they desk their deal and send to your DMS without any advice or help OR

b) A semi buy now where the consumer can desk their deal but it pushes the credit app as a pre-approval meaning there is a human review of the deal first. To check trade value, to check rebates (on new vehicles), down payment, and taxes.  This allows the dealership to fix any mistakes upfront and to establish a relationship with a real person.

Personally, I lean towards option B. 

I am very interested to know how other dealers are doing it and if they have a preferred partner for digital retailing. 

Thoughts, comments, or suggestions?

As the internet and marketing manager, I am flooded with information from all parts of our buying process daily. 

How many "real" leads did we get overnight? What's our lead response time? How are the BDC holding up with all the leads? How is the salesman following up?  What's the stats on my website(s)? Where were the people looking this weekend? How did they find us? 

And the biggest question in my mind at all times is, "What is the next big thing for online car shoppers?" 

You basically can't sleep with all the numbers swishing around in an already full mind. Occasionally, I just have to shut down all the screens and refocus. I have to step back and look at the big picture of our dealership-- Who we are, our culture. 

We are unapologetically like a big family here. We treat customers like they are an extension of that family. And no matter, what type of data comes through my computer and pie charts,  it is the reliability in our service department, the trustworthiness of our sales staff and the overall kindness people experience when they come in for a visit.

We can have conversions out the wazoo online but if you can't treat them humanely with the first phone call or the first step through your door then you've already lost the chance to show them who you are.  In a complicated and rushed world, we still find the time to ask about your family and have a cup of coffee with you.

People matter. And how we treat them keeps them coming back, keeps them telling their friends and family about us, and keeps us striving to be the best we can.