Car buyers have evolved. They’re no longer content to show up at the dealership and have the deal process dictated to them. They want to work deals on their terms. Whether that’s all online, all in-store, or some combination of car buying channels, they want a seamless, transparent, and efficient car buying process – and they expect dealerships to deliver with digital tools and tech-driven experiences they have grown accustomed to.
Build the Best Deals Together
When dealers and their customers get what they want out of a deal, everyone wins. Customers are happy with the purchase price and process, and dealers get lifelong customers and more profitable transactions. These types of mutually beneficial deals happen when dealers and shoppers work together.
Deal Central from Cox Automotive empowers you and your shoppers to stay in sync during every step of the deal process. No matter which channels customers choose, you can build deals together without ever leaving their side. You give shoppers the seamless, transparent, tech-driven experiences they want, and you drive a higher volume of deals.
Deliver Omnichannel Deal Making
No matter how consumers choose to purchase a car, they expect a seamless experience. In fact, as many as 83% of buyers expect a continuous deal, instead of being asked the same questions in-store that they already resolved online. Unfortunately, the deal-making process can be prone to errors, confusion, and an overall lack of cohesion; steps that are started or completed through one purchase path are often repeated.
Deal Central connects the CRM, DR, Desking, and F&I workflows, giving shoppers the connected buying experience they have come to expect.
Digital Paperwork: Deal Central reduces the time needed to complete and process documents, resulting in less down time during the deal.
Streamline Trade Appraisals: Deal Central speeds up and simplifies the trade appraisal process by integrating it directly into the deal workflow.
Centralized Credit Decisions: View and compare all lender decisions in one place with Deal Central, without having to switch between applications and open windows.
Document Management: Deal Central allows you to upload and manage required documents in one place for a more efficient process.
Collaborative Deal-Making: Empower salespeople to stay by the customers’ side and keep them focused on the deal at hand.
Maximize Every Deal for You and Your Customers
Whether shoppers start the car buying process online, in-store, or anywhere in between, you can give them the buying experience they expect with tools that drive efficiency and a modern retail experience.
With Deal Central, you and your customers build a mutually beneficial deal together. No secret backroom meetings and no breaks in between – just a fast, efficient car buying process. It’s what today’s car buyers want, and the proof is in the profits. Dealers that use Deal Central have a 2x higher close rate1 and earn 15% higher back-end profit.2
Learn more about Deal Central to see how your dealership can fast track the car buying experience for a more intelligent way to buy and sell.
Today’s car buyers expect more than convenience—they expect intelligence.
Car buyers want to feel empowered, not pressured. They want to buy a car—not be sold one. And they want to do it on their terms, whether that’s online, in-store, or somewhere in between. That’s why Cox Automotive created Deal Central—an AI-powered deal-making solution that redefines automotive digital retailing, delivering a modern, customer-first car buying experience.
The Power of First-Party Data
At the heart of Deal Central is something no other solution can match: Cox Automotive’s robust ecosystem of first-party shopper data. This data doesn’t just sit in a dashboard—it drives real-time, actionable insights that help dealers engage smarter and faster.
Brendan Reardon, Associate Vice President of Sales at Cox Automotive, explains, “At Cox Automotive, we’re committed to providing first-party shopper data to all our dealers in a way that they actually can act on.” This data advantage allows dealers to understand where each shopper is in their journey often before they submit a lead. Then, tailor the experience accordingly— whether they’re browsing online, chatting with a rep, or walking into the showroom, embodying the very essence of automotive digital retailing .
Real Shopper Behavior in Real-Time
Understanding shopper behavior and preferences in real-time allows dealers to proactively tailor their approach, creating a seamless and personalized car-buying experience. And leveraging first-party data is critical for making it happen. Without it, dealers are either getting lucky or chasing a lot of dead ends.
Deal Central empowers dealers with two powerful tools designed to turn data into action: Buying Signals and Deal Pulse.
Buying Signals identifies high-intent shoppers based on their live behavior, enabling your team to prioritize leads and engage with customers in the most effective ways.
Deal Pulse offers a dynamic view of deal activity, allowing dealers to monitor progress, identify roadblocks, and take proactive steps to ensure deals stay on track.
Together, these tools help dealers provide smarter, faster, and more personalized service, meeting customers where they’re at and guiding them through the sales journey at their pace using innovative digital retailing solutions.
The Big Shift: Meeting the Buyer on Their Terms
The old-school philosophy has focused on getting the buyer into the store. But today’s buyers are changing the game. They expect flexibility—and successful dealers are taking note. The process may start online, pick up in-store, and switch between channels without notice. And, this is important, the less friction that occurs with each step, the more likely your chances of success.
Deal Central makes that possible.
“Deal Central makes it easy to pick it up with a shopper where they left off online, to literally collaborate with them side-by-side using an iPad or a computer to put a deal together that makes sense for them and the dealership.”
This seamless transition from online to in-store isn’t just convenient—it’s confidence-building.
Never Leave the Customer’s Side
It is crucial to stay connected with the customer throughout the entire journey. It builds trust and ensures a personalized experience. This “side-by-side” experience transforms the dynamic from transactional to relational, allowing customers to feel like active participants rather than passive targets.
Deal Central’s intra-dealer chat and collaborative tools enable your team to maintain this connection effortlessly. Whether the customer is browsing from home or sitting across the desk, your staff can guide them through the process in real time—without ever losing context. This approach embodies the concept of digital retailing tools designed to enhance both customer satisfaction and business outcomes.
Transparency Builds Trust
One of the biggest deal-breakers for shoppers? Inconsistency. “Nothing will undermine a buyer’s confidence like seeing one monthly payment online and then hearing another when they come in,” says Brendan Reardon.
Deal Central ensures that deal terms remain consistent across every touchpoint. That means no surprises, no confusion—just clear, honest communication that helps customers feel secure in their decision.
The Bottom Line? An Elevated Experience
Buyers aren’t just looking for an elevated experience, they’re shifting the way businesses operate. With real-time data, integrated finance tools, and collaborative workflows, automotive dealerships can shift their focus from managing systems to building relationships. The result is a more confident team, a more satisfied customer, and a more profitable dealership.
And the numbers back it up:
Dealers using Deal Central are seeing 2X higher close rates, 15% higher back-end profit, and hundreds more in profitability per deal1. These aren’t just statistics—they’re proof that when you put the customer experience first, everything else follows.
The New Standard for Automotive Retail
The future of car buying isn’t about selling appointments—it’s about delivering experiences. With Deal Central, Cox Automotive is helping dealers do just that: meet shoppers where they are, build trust through transparency, and close more deals with confidence.
It’s time to stop selling the appointment—and start delivering the experience. Learn more about Cox Automotive’s AI-powered deal making solution by visiting https://www.coxautoinc.com/retail/deal-central/.
Jessica Stafford, Senior Vice President of Consumer Solutions for Cox Automotive, joins Emma Hancock to discuss how omnichannel dealers are leveraging connected solutions to deliver a seamless buying experience, and how they are outperforming their peers and closing deals at a higher rate.
Key Takeaways
Dealerships that offer omnichannel experiences are seeing big benefits. They are outperforming other dealerships and closing deals at a higher rate.
Omnichannel buying experiences are different than multi-channel experiences, in that omnichannel experiences connect the entire car buying process into one seamless deal for consumers.
Deal Central, Cox Automotive’s AI-powered deal-making solution, is helping dealers leverage cutting edge AI capabilities and tools to work deals alongside buyers and boost sales.
Timestamps
0:00 – 2:40 – Highlights of the Cox Automotive Retail Study
Emma Hancock introduces the episode and asks Jessica Stafford, Senior Vice President of Consumer Solutions for Cox Automotive, about the results of the new Digitization of Automotive Retail Study from Cox Automotive, and the benefits of offering an omnichannel car buying experience.
2:57 – 5:19 – Dealership Benefits of Going Omnichannel
Jessica explains why dealers who leverage omnichannel buying experiences tend to outperform their dealer peers.
5:20 – 8:00 – The Omnichannel Difference
Jessica helps dealers understand the difference between omnichannel and multi-channel experiences, and why omnichannel feels like one seamless buying experience.
8:01 – 10:14 – The Relationship Between Omnichannel Experiences and Close Rates
Jessica explains why omnichannel dealers are improving their close rates, and how Cox Automotive’s new AI-powered deal-making solution, Deal Central, is helping dealers leverage cutting edge AI capabilities and tools to work deals alongside buyers and boost close rates.
10:15 – 12:35 – The Cox Automotive Omnichannel Experience
Jessica gives dealers a glimpse into the daily workflows of going all in on a Cox Automotive omnichannel experience, and how this type of experience allows dealers and buyers to build deals together with a fully modern AI-driven deal-making process.
Transcript
Question: Cox publishes so many useful studies, and the new Digitization of Automotive Retail Study just came out. What can you share with us? What are some of the highlights?
Answer: This study showed that dealers who are truly leaning in, who are digitizing their processes, hence the name of the study, and connecting experiences are really driving efficiency in their operation and they’re elevating the consumer experience.
And when you do those things, you’re driving even better results for your business. And so those dealers are leaning into what we’d call an omnichannel retailing experience, so meaning shopping and buying that is connected across any and all channels online in store everything in between. And when they’re doing that they’re outperforming their peers and they’re achieving even greater efficiency in everything from sales to marketing and driving even higher conversion rates and sales overall.
So with all of these tools, we’re really enabling a more digital shopping and buying experience and the study showed that when you do that, there’s this huge impact across a lot of metrics that really matter. A couple to call out, I think dealers are really excited about gross profit is seeing a 67% positive impact. We see close rates up 78% when you’re embedding these digital retailing tools.
Another really interesting factor that I think kind of contributes to the business results is the employee experience. We talk a lot about consumers being really excited about these digitized connected experiences, but it’s also driving a positive employee experience for dealers. Seventy-nine percent said digital retailing is positively impacting their employee satisfaction. When the employees are satisfied, they’re driving an even better experience for the customers.
Question: Really compelling evidence for investing in the omnichannel experience. It’s clearly outperforming, I think you could say. What’s your theory on why it’s contributing to that out-performance?
Answer: At the end of the day, it’s actually pretty simple. These dealers who are
outperforming are leaning into what customers want. They want a seamless shopping and buying experience they want a connected experience across shopping platforms like Autotrader and Kelly Blue Book and a Dealer.com website, straight into the
showroom.
What we’re doing at Cox Automotive to enable this is a lot of what dealers are looking for these days. We’re taking this massive amount of data that we see every day on cars on car buyers on car sales and we’re unifying it and connecting it to create personalized and intuitive experiences for consumers out there for what we would say our dealers’ customers kind of the customers’ customer, if you will. And when those folks have this experience, it drives higher more profitable sales for dealers and it connects to what we’re really seeing in this study on who’s driving success in their business.
The concept of leveraging data to create amazing consumer experiences and to drive insights really allows dealerships to provide amazing consumer experiences, not just in shopping and buying, but it flows through the whole dealership operation into service into trade-in and into repeat purchases.
So not only are these dealers seeing some of those statistics we were just talking about – higher gross profit and business metrics – but we’re also seeing big-time progress on repeat customers and loyalty, which makes a ton of sense. I mean, people go back to retailers that they have a good experience with, no matter if it’s cars or you know groceries whatever. You’re going back to those experiences that you enjoyed, that seemed simple, and good for you. So, it’s driving loyalty, and not only loyalty, but I would also mention these consumers that are having those great experiences, they’re telling all their friends about it.
When they’re satisfied with that car buying experience, our studies are showing that they
are four and a half times more likely to post about that great experience on social media—which is awesome, we want as much of that marketing as possible—they’re three times more likely to recommend the dealership they had that great experience at, and they’re three
and a half times more likely to buy from that dealership again. So really big progress on how much you can amplify the results for your business by leaning in here.
Question: We started by talking about this term omnichannel, and you mentioned you know this success is a is a result of the unification of all of this data. So, this may be an obvious
distinction Jessica, but the term omnichannel, it’s not the same as multi-channel. I mean, let’s face it, dealers have offered a multi-channel approach for years. The real wow factor with omni channel is that it’s like multi-channel, but it feels like one. Is that right?
Answer: Yes, you’re totally right. So, the power of omnichannel actually lies in the connection between all the channels, creating like you mentioned, this kind of unified experience that feels seamless. It feels intuitive. It feels simple. So, I like to think of myself as a shopper. This means, means that your information is flowing with you through your shopping behaviors.
So, the basics might mean that you don’t have to re-enter information from website to website that you’re shopping on, or maybe in the store that’s the basics, but the magic really happens when you’re leveraging technology to take that data to take that experience and create maybe an AI-driven predictive experience for your consumers that makes that whole process more enjoyable. And a plus is that it drives even higher sales and profitability for the dealers as well.
And you know, like you mentioned Emma, multi-channel, it’s been around forever, since the beginning of time for automotive, for sure. Consumers have shopped across all different channels. Maybe in the past, it was, you know, the newspaper and then driving down dealer row, going into the store. So those channels may be different today. It’s not the newspaper or the local Autotrader magazine, but it’s online on Autotrader. You’re checking your prices on Kelly Blue Book, you’re checking out social media, you’re looking at reviews online, you’re looking at the dealer’s website.
And so, when we connect all of those channels together with a thread, that’s what allows us to kind of pin together that data that’s under the covers, if you will, and create what we’re calling an omnichannel experience, meaning that we’re bringing all those things together into one.
And when we look at retailing, this is all possible because it’s digitized now. So, digital retailing isn’t necessarily just a widget that it once was in our industry, it’s the concept of digital buying that connects your shopping and buying steps, whether you’re online or in a store. It’s surrounding the buyer, surrounding the consumer with kind of a 360-degree ecosystem of retailing tools that work together to enable this buying experience that both the buyer and the seller end up loving.
Question: Close rate is certainly a big piece of improving that profitability picture. How are these omnichannel dealers improving their close rates?
Answer: That’s right. The study showed that dealers who are enabling this digitized experience, this omnichannel experience, are seeing much higher close rates, which is logical. When you focus on connecting all of those tools together, you allow this flow from one step to the next and you have transparent data. When you do that, you get quality, what we would call in our industry, leads, or consumers who are ready to buy into your virtual or physical door, so onto your website or into your store. Those quality car shopping leads are what turn into buyers at a higher rate. So, this is what’s creating an increase in your close rate, and therefore higher productivity of your business overall.
I really believe that close rate is a super valuable metric to look at overall. You can judge so much by close rate. You can look at the success of your marketing by looking at close rate. Are we bringing in quality buyers? You can use close rate to judge your talent in your dealership, of course. How are they performing at getting the right people into the right cars? But one of my favorites is also to kind of look at judging your technology, your tech that you’re using, by looking at close rate as well. Is it enabling kind of a simple deal-making experience that doesn’t break down in the middle and therefore it’s not disconnected and you don’t see consumers walking away? Or maybe your dealership staff getting frustrated?
We actually have an all new AI-powered deal-making solution at Cox called Deal Central and we use close rate to measure success there. It drives a lot of value across a lot of metrics, but with a tech platform like Deal Central it really allows dealers to use cutting edge AI capabilities and tools that enable them to work a deal alongside a buyer, whether they’re shopping online or in the store and we’re seeing big-time close rate increases over two times higher close rate for dealers who are using that tool. With Deal Central, we see 15% higher back-end profit. We see hundreds of dollars more in profitability per deal. So, I think you know looking at that close rate metric is actually a pretty interesting way to judge success across a lot of your tools.
Question: You mentioned Deal Central, and of course there is a universe of Cox Automotive solutions, so let’s do a little day in the life. Let’s say you’re a dealer and you’re all in on Cox Automotive. You have all the platforms and you’re 100% omnichannel, what does that look like? How does that work behind the scenes from the dealer’s perspective, and what is it like for that shopper?
Answer: Well, your days would look pretty good. Dealers who are all in with Cox Automotive actually see metrics like nearly 30% more monthly profit, over 50% more leads, 17% higher close rate overall. I mean, these are big-time metrics that are really amplified when you use all these tools together in this in this kind of omnichannel solution.
At Cox Automotive, our mission is to connect the dots across the ecosystem. That’s something we’ve set out to do years and years ago, and we want to build amazing experiences for consumers, all to drive more profitable growth for the industry. So to do that, of course we partner with a lot of different vendors in our space that our customers use to integrate as much as possible.
But if you were really going to lean into the omnichannel vision like you mentioned, and go all in with Cox, it might look like connecting everything from your Cox Automotive marketing and your Autotrader listings to drive demand, all the way connecting that marketing to your Dealer.com website, where you have digital retailing tools like Accelerate My Deal that connect on Autotrader, look the same on your Dealer.com website. And then that would connect the dots all the way into the platforms that are used, not just online, but straight into the store.
So those deals and those leads would come in and could flow right into the tool we were just talking about, Deal Central. As a platform, that would enable the seller in the store and the buyer to work a deal together. You could be leveraging VinSolutions CRM and Dealertrack DMS, which would enable a fully modern AI-driven deal-making process, if you really wanted to go all in. And if you’re ready to go even yet a little bit further, we also have some tools we could activate that offer automated F&I that drive a virtual checkout process, even allowing a consumer to check out from their phone if they want.
In today’s digital-first automotive retail environment, personalization isn’t just a nice-to-have—it’s a competitive necessity. That’s why Cox Automotive has invested deeply in building a native Customer Data Platform (CDP) that powers smarter, more efficient, and more personalized experiences across its ecosystem. This integration includes Dealer.com.
From Buzzword to Backbone
As highlighted by Cox Automotive leaders, CDPs have evolved from industry jargon to something essential dealers must have access to. Cox’s native CDP unifies data from across its brands—Autotrader, Kelley Blue Book, Dealer.com, and more—into a single, real-time customer profile. This means Dealer.com customers benefit from a continuously updated, 360-degree view of their shoppers without needing to rely on third-party tools or manage complex integrations.
Embedded Intelligence, Seamless Experience
Unlike standalone CDPs that require separate logins, training, and upkeep, Cox’s CDP is embedded directly into the tools dealers already use—like VinSolutions CRM, Dealer.com websites, and digital retailing platforms. This native integration allows Dealer.com to deliver real-time behavioral insights and predictive intelligence that drive smarter marketing, more relevant messaging, and ultimately, better customer experiences.
AI That Works for You
AI is the engine that turns data into action. Cox Automotive’s CDP fuels AI-powered tools like VinSolutions Predictive Insights and Dealer.com’s advertising, enabling dealers to reach the right customer with the right message at the right time. Whether it’s optimizing ad spend, automating follow-ups, or personalizing website content, AI helps Dealer.com customers do more with less to boost efficiency and profitability.
Dealer.com-Specific Benefits
Dealer.com customers can activate the full power of Cox Automotive’s CDP without needing to purchase or manage additional systems:
Advertising: Dealers using Dealer.com Advertising benefit from AI-powered audience targeting and media optimization. Campaigns dynamically adjust based on shopper behavior across Autotrader, KBB, and Dealer.com, resulting in 2.7X more website visits.
Websites: Dealer.com websites personalize content in real time using AI and shopper data. This includes tailoring inventory, banners, and service content to each visitor, leading to 3X more VDP views and 2X more leads.
nVision Reporting: All Dealer.com products come with nVision analytics, powered by CDP data, to help dealers understand shopper behavior and campaign performance.
Built for the Future
Cox’s CDP strategy isn’t just about today, it’s about future-proofing dealerships. With plans to expand data syndication across OEMs and financial platforms, and a commitment to continuous innovation, Dealer.com customers can be confident they’re part of a platform that’s always evolving to meet the demands of modern retail.
Want to Learn More?
Here are two insightful interviews, Susan Blue, Vice President of Dealer Sales and Operations, and Jade Terreberry, Senior Director of Strategic Development at Autotrader and Kelley Blue Book, break down how Cox Automotive’s native CDP and AI capabilities are transforming the dealer experience.
Cody Gentry, AVP of Dealer Success at Autotrader and Kelley Blue Book, breaks down how dealers can and should modernize their approach to ROI by embracing multi-touch attribution, taking a deep dive into why relying on CRM data and lead volume alone is no longer enough, and how tools like weighted engagement are helping dealers identify blind spots, protect their spend, and focus on what actually drives sales.
Guest Expert: Cody Gentry AVP of Dealer Success Autotrader and Kelley Blue Book
Top Takeaways:
48% of shoppers start on a marketplace—and 1 in 3 sales happen with no lead: The new Cox Automotive white paper reveals that many sales occur without any trackable lead, underscoring the need to look beyond CRM data.
Dealers are still relying too heavily on outdated metrics: Many continue to judge performance based on lead volume or last-click attribution, missing the full picture of the buyer journey.
Top performers prioritize quality over quantity: Leading dealers are shifting focus to high-intent channels and using tools like weighted engagement to guide smarter ad spend.
Multi-touch attribution is a game changer: Dealers embracing this model are making better, less reactive decisions and protecting their marketing investments more effectively.
Be where the customers are: Ways to understand where shoppers are engaging, partner with platforms that close, and build strategies around real behavior—not assumptions.
Timestamps:
0:00 – 1:37 – Introduction
Jade Terreberry introduces the episode and guest Cody Gentry, AVP of Dealer Success, and previews the discussion on the new Cox Automotive white paper.
1:37 – 3:18 – Marketplace Engagement Stats
Cody reacts to findings that 48% of shoppers start on marketplaces and 8 in 10 engage with third-party sites during their journey.
3:18 – 4:21 – Invisible Shoppers and CRM Limitations
They discuss how one-third of sales happen without any lead conversion and why CRM data alone can’t capture the full picture.
4:21 – 6:07 – Rethinking Success Metrics
Cody explains how top dealers are moving away from lead volume and toward quality-focused strategies.
6:07 – 7:51 – The “100 at-bats” Analogy
Cody shares his baseball-inspired analogy for why fewer, higher-quality leads are more valuable than chasing volume.
7:51 – 10:00 – CRM Use vs. Marketing Strategy
Jade highlights how CRM should be used for operational efficiency—not as the sole source for marketing ROI decisions.
10:00 – 11:39 – Multi-Touch Attribution in Action
Cody shares real-world examples of how dealers are benefiting from multi-touch attribution and avoiding “knee-jerk” decisions.
11:39 – 13:00 – ROI is the Only Metric That Matters
Jade emphasizes that ROI—not lead count—should guide spend, especially as more dealers adopt data-driven decision-making.
13:00 – 14:26 – Final Advice from Cody
Cody urges dealers to “be where the customers are” and partner with platforms that deliver real results.
14:26 – 15:52 – Closing Remarks
Jade wraps up the episode, encourages listeners to subscribe, and previews future conversations on automotive innovation.
Traditional managers, focus on appointments and sales. We hear it all the time. How many appointments do we have and how many cars do we have out this month so far don’t get me wrong. That’s a very important piece. However, what part of your business is preventing growth from receiving the lead to getting them to the showroom? Where do we struggle? Performance isn’t just about instincts—it’s about insights. Knowing where you are at, what the problem is and who you need to coach. (What, Where and Who) With more data, more communication channels, and more customer expectations than ever before, the most successful automotive dealerships are those that know how to measure what matters.
Dealers tend to lean on Key Performance Indicators (KPIs) as the gold standard for reporting. But they can do so much more. When used internally, KPIs can become tools for coaching. They help hold team members accountable. And they drive growth and profitability. At a recent dealer workshop, Sr. Performance Manager Kevin Schmitt helped VinSolutions’ partners uncover the five critical KPIs that can help dealers drive real results, along with practical tips for putting them to work.
1. Data Capture – A Dealership’s Operational Bedrock
If a dealership’s CRM is full of incomplete or inaccurate records, every downstream process suffers. That’s why data capture is the foundation of dealership performance.
What to track and why:
Clean data enables better communication, more accurate reporting, and stronger customer engagement. For dealerships, this means that every interaction with a customer, whether through email, text, or phone, hinges on the reliability of the collected data. Poor data quality makes it harder to meet customer needs. Ensuring that data capture processes are handled allows dealerships to build trust, streamline follow-ups, and ultimately enhance the overall customer experience.
Email address capture rate (Goal: 85%)
Text opt-in rate (Goal: 80%)
Vehicle of Interest (VOI) accuracy
Properly logged showroom visits and phone ups
Pro Tip: Monitor these metrics daily. In VinSolutions, for example, the data is captured in CRM performance dashboards. As Kevin Schmitt notes, “Data capture is the driving force that cascades performance across the store.”
2. Appointment Performance Starts with Communication
Appointments don’t just happen—they’re earned through effective messaging. If a dealership’s appointment volume is low, it’s time to look at customer communication and response rate. The right message at the right time can make or break a dealership’s show rate.
What to track:
Response time (under 15 minutes)
Appointment set vs. show rate
Email open and reply rates
Pro Tip: Auditing the team’s templates and tone can is a good place to start. Are they asking for the appointment clearly and confidently? Do they have tools at their disposal such as generative AI to help them personalize their outreach efficiently?
3. ‘Be-Backs’ Are a Leadership Responsibility
Unsold showroom traffic may seem like low-hanging fruit—but it’s worth following up. Many managers assume their sales team is handling the situation. The reality? It’s often overlooked. ‘Be-backs’ are a second chance to close the deal that requires leadership attention.
What to track:
Follow-up activity on unsold customers
Be-back appointment conversion
Manager involvement in follow-up
Pro Tip: Dealers should consider blocking 30-45 minutes a day to personally follow up with unsold traffic.
Questions to ask the customer:
Were you treated in a kind, professional manner when you were in my store?
Did I have the vehicle you were looking for?
Has someone from my dealership reached out to you since you left my showroom?
Did you receive a price payment and trade evaluation while you were here?
If I can make the price, payment, or trade-in offer fit within your budget, would you be ready to move forward with purchasing the vehicle?
4. Conversion Rates Are the Ultimate Scorecard
Internet closing rates reflect the health of a dealership’s entire process—from lead capture to communication to in-store experience. Just as a dealer can’t close what doesn’t show, a business can’t improve what isn’t measured.
What to track:
Lead-to-show
Show-to-close
Internet closing %
Pro Tip: Focus on traffic first. Prioritize activities that get customers to the showroom, then coach the team to close.
5. Use KPIs to Lead, Not Just Report
Data without action is just noise. The best managers use KPIs not only to monitor performance but also as a vital tool for coaching their teams and driving consistent improvements. By transforming raw data into actionable insights, managers can identify strengths, address weaknesses, and foster a culture of continuous growth. This approach ensures that KPIs are not just numbers on a report but catalysts for meaningful change and success, creating a motivated and accountable team that focuses on achieving both individual and organizational goals.
What to track:
One-on-one coaching frequency
Action plans created from dashboards
Team performance trends over time
Pro Tip: Use tools and reports available in your CRM to identify coaching opportunities, remove obstacles, and celebrate wins.
Your KPI Compass
KPIs aren’t just for end-of-month reports—they’re your daily guide. Use them to coach, correct, and celebrate. As Kevin Schmitt reminds dealers, “Activity creates activity. What are you saying to get customers to the showroom?”
Want to take the next step? Start by reviewing your current dashboards and identifying one KPI you can improve this week. Small shifts lead to big results. Visit VinSolutions.com to learn more.
It’s a common scenario: A car buyer is ready to accept a deal and drive off the lot, but there’s still some wait time. In fact, the top complaint today’s consumers have about their dealership experience is the down time—and most of that takes place while they’re waiting to sign paperwork, apply for financing, or get approval.
Dealerships that embrace connected retail solutions are better equipped to drive profits, enhance efficiency, and provide superior customer experiences. Dealertrack DMS and F&I solutions offer a seamless platform that connects every part of the dealership, allowing teams to achieve more while simplifying operations.
Seamless Integrations
Designed to effortlessly integrate with other software technologies, Dealertrack DMS ensures smooth data sharing across platforms. This connectivity eliminates bottlenecks, reduces errors, and speeds up the deal process to help dealers meet customer expectations more effectively.
With the industry’s largest automotive digital contracting network—including 475+ lenders—Dealertrack F&I accelerates credit applications and ensures faster funding, making it easier to complete deals with confidence. Dealertrack F&I offers a compliance solution that includes integrated tools such as ID verification and fraud detection that further enhance operational efficiency, allowing dealerships to operate seamlessly and securely.
Recognized for Ease of Use
Dealertrack DMS has been consistently recognized as the #1 easiest-to-use Dealer Management System in the industry1. Its intuitive design allows teams to learn and adapt quickly, passing along time-saving benefits to customers. When Dealertrack DMS integrates with Dealertrack F&I Digital Contracting, the reduction in manual data entry allows for a 45% faster contracting process.
Boost Profits and Build Customer Satisfaction
Dealertrack delivers measurable results that positively impact the bottom line. Seven out of 10 dealers report increased profitability with Dealertrack2. Additionally, dealerships save an average of $30,000 per year in hidden fees by leveraging Dealertrack’s comprehensive solutions3.
Access to the largest aftermarket provider network and exclusive partnerships further enable dealerships to build product sales directly into deals and maximize their revenue opportunities.
Elevate Your Dealership Experience
Dealertrack’s connected solutions empower dealerships to streamline operations from sales to service while delivering an exceptional car buying experience online and in-store. With smoother workflows and connected processes, automotive retailers can focus on serving customers efficiently and confidently, setting the stage for long-term success.
Achieving operational excellence has never been more seamless. Learn how Dealertrack connected solutions can elevate dealership operations, drive profits, and deliver superior customer satisfaction.
1 Cox Automotive Retail Brand Health Study, July 2023
2 Based on a survey of 264 Dealertrack dealer customers, October 2023
3 Based on average spend per dealership of $2,512 per month over 12 months for non-Dealertrack DMS dealers using Xtime, VinSolutions, vAuto, HomeNet, Dealertrack F&I and Dealertrack Serve Pro from June 2022 – July 2023
Vanessa Lynch, Senior Strategic Sales Manager at Autotrader and Kelley Blue Book, helps unpack the findings of a new Cox Automotive by Perficient whitepaper on attribution blind spots in automotive retail. Vanessa explains how most dealers have a 96% blindspot, why CRM data alone is no longer enough, and how tools like weighted engagement are helping optimize ROI where multi-touch attribution is becoming essential for staying competitive in today’s market.
GUEST EXPERT: Vanessa Lynch Senior Strategic Sales Manager Autotrader and Kelley Blue Book
Dealers are missing 96% of the buyer journey: Most dealers only track 2 out of 62 consumer touchpoints, leaving major blind spots in attribution and ROI analysis.
CRM data alone is no longer enough: Broken processes and incomplete CRM entries mean dealers must look beyond traditional metrics to understand true marketing performance.
Weighted engagement is the new gold standard: Top-performing dealers are shifting from lead volume to lead quality, using tools to assess full-funnel engagement.
Omnichannel consistency drives differentiation: Dealers who replicate their digital experience in-store stand out and attract more engaged, ready-to-buy consumers.
Data-driven strategy is non-negotiable: Vanessa urges dealers to know where their money is going and to adopt multi-touch attribution or risk being left behind
Timestamps:
0:00 – 1:22 – Introduction
Jade Terreberry introduces the episode and guest Vanessa Lynch, Senior Strategic Sales Manager at Autotrader and Kelley Blue Book, and previews the discussion on attribution blind spots and marketing ROI.
1:22 – 3:11 – Why the White Paper Was Created
Jade explains the motivation behind commissioning an independent white paper with Clairvoy, revealing that most dealers only track 2 out of 62 consumer touchpoints.
3:11 – 4:40 – The Attribution Blind Spot
Vanessa shares how this blind spot shows up in daily dealership operations and why relying solely on CRM data can lead to inaccurate ROI assessments.
4:40 – 6:18 – Rethinking ROI and Lead Metrics
Jade and Vanessa discuss the shift from lead volume to lead quality, and how outdated cost-per-lead metrics are being replaced by engagement-based models.
6:18 – 8:43 – Weighted Engagement and the New KPI
They explore how the weighted engagement formula helps normalize and value different consumer interactions, enabling more accurate ROI calculations.
8:43 – 10:28 – From Omni-Channel to In-Store
Vanessa emphasizes the importance of aligning digital and in-store experiences to attract and retain more consumers.
10:28 – 11:58 – Tools That Drive Transparency
Vanessa highlights how tools like nVision and Clairvoy provide full-funnel visibility and help dealers understand shopper behavior across platforms.
11:58 – 13:33 – Embracing Multi-Touch Attribution
Jade explains how Cox Automotive was an early adopter of third-party attribution tagging and why dealers must evolve beyond first- and last-touch models.
13:33 – 14:11 – Final Advice from Vanessa
Vanessa urges dealers to know where their money is going, understand shopper engagement, and build a data-driven marketing strategy.
14:11 – 16:57 – Closing Thoughts
Jade wraps up the episode with a call to action for dealers to embrace data, protect their marketing spend, and prepare for the future of automotive retail.
Be One of the First to Access the Whitepaper: From Click to Car Sale – Improving Marketing Measurement and Results
Dealerships are missing out on sales and don’t even know it. The outdated method of traditional lead tracking leaves out most of the buyer journey, but a new whitepaper reveals how to fix that 92% blind spot.
Backed by Clarivoy data and independently conducted by Perficient for Cox Automotive, this upcoming whitepaper introduces the smarter way to measure marketing success using Multi-Touch Attribution (MTA). Be the first to access the insights that will reshape how your dealership protects their spend and increases their ROI.
Join the wait list to get early access to:
A breakdown of how Multi-Touch Attribution reveals hidden sales drivers, so you strategize spend on what’s actually working
A new metric – Weighted Engagement Formula – that replaces outdated cost-per-lead thinking and gives you a more accurate way to see what’s driving sales
Actionable step-by-step strategies that show you how to maximize your return on ad spend and capture more opportunities to influence sales
Don’t miss your chance to get ahead of your competition. Sign Up for Priority Access to be one of the first to receive the whitepaper.
