With all the advances of technology, including the Shop, Click, Drive strategy being pushed on Dealers, the car business is still about "people."  Just as we all want to stay up with the latest apps that enable us to track shoppers we must stay up with the required new ways to talk with "people."

Historically, the meet and greet was step 1.  Today, from the shopper's point of view, it is step 6.  If the Dealership is still treating the shopper as if it is step 1 the power to delete or not respond will be the shopper's response.  They have a voice and a choice like never before.  We must recognize there are new ways to engage with this shopper to build the trust to buy from us.

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