Today, as Internet Director I am dazzled and overwhelmed with all my choices in everything from operating systems to add ons, to...you guessed it-CRM's.

I am lucky not to be micro-managed. I get to flow in the direction of my choosing. As I watch all the stuff that goes by on Dealerelite, well, that's where the being overwhelmed happens. Here I find not only my friends, but mentors as well. People whom I respect, who's opinions I value, and advice I listen to. This blog is a storehouse of car business wisdom and knowledge.

So here I am...a 59 year old Internet Director. I work at a medium size group, with an office, a staff, and Cart Blanche at the dealership. I only answers to one person-my G.M. I've got the whole world in front of me, and thousands of people and companies tugging at me for my attention and dollars. They tell me they have the solution to my internet sales problems. Telling me that if I buy into their product, system, or approach, I will soar to the heights of automotive sales stardom...

I'm confused! Now I don't mind being the target of companies with great products to sell. I like being sold, and I like it that some of these products might be just the thing to make my life easier and to help us sell more cars. A lot of these products make sense to me, as they look and sound good. I would love to have many of them.

Here are but a few of the products that are currently available to me:

• ILM programs and tools
• BDC systems and programs
• CRM programs and systems by the dozens
• Trainers for every conceivable position
• Head Hunters and Talent Scouts
• Letter writers
• E-mailers
• Cold callers
• Chat chatters
• Lead providers
• Bad credit lead providers
• SEO gurus
• Social Media Marketers
• Web page experts
• Video email insertion sites
• Videographers
• Marketing solutions managers
• Chat constantly
• And on and on and on!

We-as internet directors-have no comprehensive handbook. We don't have fifty years of track record to fall back on, to find solid truths. So, many want us to think that they know the way, and they'll be the first in line to sell it to us!

On one hand I've got "The Big Three types" telling me that I should always supply the internet inquiry with as much information as possible. The customer needs to make the right decision for them and their family, and that “No price is the highest price.”

On the other hand, I've got this voice inside me saying; ”Build a relationship of trust and respect before ever trying to address any objections. Objections should never be discussed until the customer is across the desk from us.”

I am a firm believer in the relationship approach. Nobody is going to buy anything from somebody they do not like or trust. I must build the relationship before ever talking about price, objections, colors, or anything else.

So, where do I turn? Who do I talk to? Who has the solution? What program has value? If we spend dealership money, where will we get a good ROI?

As I plod ahead with my job and department, everyday I ask these questions. Believe it or not, I have received much validation right here on Dealerelite. Keep up the good work!