January 2, 2024
Back in February 1996, I had just gotten married and was searching for work after completing my criminal justice degree. My goal was to become a peace officer in Texas—ideally a state trooper. But since I had nine months before the academy started, I needed a temporary job.
A college friend told me about a new auto dealership opening in Stafford, Texas, and suggested I try selling cars until the academy called. That one decision changed the course of my life—and taught me invaluable lessons about owning a car dealership and succeeding in the automotive industry.
My first job was at a Pontiac GMC dealership—yes, that’s how long ago it was! During my seven years there, I caught what many in the business call the “car bug.” By 1999, I had become the director of e-commerce, back when fax machines were still sending customer leads.
No one could have predicted how much the internet would change the automotive business. But as online sales began to grow, so did customer expectations. Even though many buyers still prefer to finalize deals in person, most do their research online before stepping into a showroom. That shift reshaped how dealerships operate—and its vital knowledge for anyone thinking about owning a car dealership today.
Over the years, I’ve been asked one question again and again:
“Wes, what would you do differently if you were owning a car dealership right now?”
Having spent years working in sales, marketing, and e-commerce, I’ve learned what it takes to attract and retain digital-savvy car buyers. In today’s competitive market, success depends on having the right digital tools, communication strategies, and customer experience systems in place.
Below are the three essential solutions I believe every dealership—especially those owning a car dealership in today’s digital era—must have to thrive.
When customers shop for cars, they want connection, trust, and guidance. Whether they’re online or in your showroom, they’re making an emotional purchase. Real-time texting or chat tools make it easy for them to reach out and get answers instantly.
For anyone owning a car dealership, providing quick, personalized communication builds confidence and speeds up the decision-making process. Simply letting customers know you’re available—and listening to what they need—creates a smoother buying experience.
Tip: Always be transparent. Tell customers what’s possible and what’s not. Clear communication is the foundation of trust and repeat business.
Modern customers research across multiple dealership websites before choosing a car. That means your online presence needs to stand out with relevant, timely offers that push buyers closer to a decision.
Using behavioral data and digital engagement tools, dealerships can identify what a customer is browsing and deliver tailored incentives in real time. When you’re owning a car dealership, this strategy sets you apart as a brand that listens and adapts.
If a customer is struggling to find their ideal vehicle, use digital tools to show you’re proactive—offering similar options, special financing, or alternative models. Going above and beyond to help can turn a missed opportunity into a lifelong customer.
In the digital age, your dealership’s online reputation is everything. Customers rely heavily on reviews to decide where to buy. According to ReputationX, 74% of consumers trust a business more after reading positive reviews.
For anyone owning a car dealership, managing online feedback isn’t optional—it’s essential. Encourage satisfied buyers to leave reviews on Google, Facebook, and other platforms. Responding promptly to both positive and negative feedback shows that you care about customer satisfaction and are committed to continuous improvement.
Good reviews not only build trust—they also boost your SEO ranking. The more reviews and social shares you get, the higher your dealership appears in local searches. That visibility directly leads to more traffic and more sales.
Today’s car buyers expect a seamless experience—whether they’re browsing from their phone or walking into your showroom. If you’re owning a car dealership, your success depends on creating a digital-first, customer-centered environment.
From texting platforms and personalized offers to strong reputation management, these tools shape how customers perceive and interact with your brand. The modern dealership must evolve beyond traditional sales tactics and embrace technology that enhances every stage of the buying journey.
The way your customers see you, interact with you, and talk about you online defines your dealership’s success. And in this digital retailing era, owning a car dealership means more than selling cars—it means creating meaningful, lasting connections.
