The way people buy vehicles has changed. Technology is speeding toward the future, and thanks to sites such as Google, Facebook, and Twitter, millions of potential automotive buyers are using the internet to discuss, find, research, and purchase vehicles. The question is: Are you ready to join the conversation?



Every month, millions upon millions of searches for vehicles are conducted by interested targeted customers, who are, in many cases, ready to buy. I often wonder why dealerships don’t spend more time encouraging their sales professionals to prospect utilizing the multitude of online tools available, instead of cold-calling. Don’t get me wrong, there is no substitute for cold-calling; however, top sellers in the industry will use more than one marketing vehicle to sell cars. Instead of speaking to people who will never buy from you, are not currently looking for a vehicle, and in many cases are bothered by the call, why not spend time positioning yourself as an automotive expert around the internet, targeting customers who are already interested?



Although the results aren’t as immediate as they are with cold-calling, driving traffic to your website will allow you to improve your credibility with potential customers, increase showroom traffic, and yes, increase sales. Instead of wasting valuable time with cold leads, you are able to spend quality time with customers who already know you and are genuinely interested in buying. How do we know this to be true? Because they have already met you, trust your knowledge and professionalism, and have viewed your inventory, all on your very own automotive website.

Put simply, if you do not have a website, you are losing sales to someone who does. I’ve been saying this for years. In fact, this is where AutoProMetrix came from. I sold cars for years, and for every one of those years I had a website, which I promoted to everyone I met. Even though I didn’t pressure anyone to buy, people would visit my site, and I sold cars online, even as early as 2004 – eons ago in web terms. So if I can, you can too.