STRATEGY GUIDE
Define your dealership’s digital road to the sale
The Road to the Sale has been the tried-and-true foundation of the car sales process for decades, but one limitation stands out: the traditional process doesn’t start until the customer walks into your showroom.
Today, more buyers are beginning — and even completing — their car-buying journey online1. So, how do you provide a seamless, engaging experience from online to in-store (or vice versa) without knowing exactly where their journey begins or ends?
By leveraging your digital platform, you can create a connected retail experience that guides shoppers confidently toward a purchase decision. Having the right tools on your website to simplify your online buying experience is a key first step, but to turn your platform into a deal-closing engine, you need to define your Digital Road to the Sale.
Before we dive in, keep in mind that while the steps in the digital journey parallel the traditional in-store process — it isn’t always linear. Flexibility is key as shoppers move through the process at their own pace. Meaning your customers may very well want to start with getting pre-approved for financing or an instant offer for their trade-in before they even check out your inventory.
So with that, let’s explore the key steps of the Digital Road to the Sale, and how when properly implemented, it can guide shoppers toward a confident purchase decision with your dealership
STEP 1
Meet & Greet
As you know, the first step to the in-store sales process is the Meet & Greet. It’s a simple yet crucial moment when a salesperson and customer meet for the first time on the lot or in the showroom, engaging in some small talk.
In today’s digital-first world, your dealership’s advertising, online reviews, and website experience combine to form your virtual handshake. This is your chance to introduce your team, showcase your value, and give shoppers a reason to choose you.
With Cars.com, you don’t have to guess how to make a strong first impression. Every lead includes enhanced shopper details — like their budget, what they’re considering, and how they’re engaging with your competitors — so your team can personalize outreach and move faster toward the sale.
STEP 2
Needs analysis
After the Meet & Greet, the next step is Needs Analysis. Traditionally, this phase allows the salesperson to ask questions that uncover what the customer is looking for in their next vehicle. In the digital version, however, customers are on your website, answering their own questions: “Can I afford this?” “Should I lease or buy?” “What incentives are available?”
While every step in the Digital Road to the sale is important, this one is crucial. If visitors can’t quickly and easily find answers to their most pressing questions about pricing, options, and availability, they’re likely to leave and continue their search elsewhere.
While your digital platform should help shoppers easily find answers on their own, sometimes they need a bit of extra support along the way. That’s where Conversations steps in as your 24/7 virtual assistant. Powered by generative AI, our messaging platform engages customers in real-time, answering questions about your inventory, your dealership, and when needed, seamlessly connecting shoppers to your team for questions on pricing or availability.
STEP 3
Walkaround
The Walkaround is a time-tested step that is still recommended by sales managers everywhere, and there’s no need to retire it just because much of the process has moved online.
Instead, use your everyday tech to keep this step impactful. Text photos directly from the lot to your leads or record a personalized video walkaround of your customer’s vehicle of interest. Whether you’re showcasing a brand-new arrival or a used vehicle that perfectly fits your shopper’s needs, your smartphone and your dealership’s CRM enable you to deliver a personalized walkaround experience in the digital space.
STEP 4
Test drive
Even in today’s digital-first world, the Test Drive remains a crucial step that technology can’t fully replicate (yet). While only 23% of shoppers say they’d buy a vehicle without test driving it first2, you can still help customers get a feel for the vehicles they’re interested in before they visit your dealership.
As you engage with your online shoppers, leverage content from Cars.com’s independent editorial team, including expert video reviews and in-depth vehicle insights. The Cars.com research hub is an invaluable tool for consumers and dealers alike, offering unbiased guidance from the #1 most trusted marketplace in the industry3.
You can also bring the authority of Cars.com to your website with “Why Buy” highlights for top vehicles in key categories like Best Value, Most American-Made, and overall Best Of. With free image assets available for each award-winning vehicle, it’s easy to feature these accolades across your website and marketing channels — showcasing inventory that aligns with buyer priorities and backed by the credibility of Cars.com.
STEP 5
Trade-in
With the digital Road to the Sale, the Trade-In is often the first step shoppers take — before they even start exploring your inventory.
Over the years, the process for handling trade-ins online has evolved significantly. Most trade-in “widgets” provide shoppers with a ballpark estimate of their vehicle’s value based on the information they enter. While these tools help shoppers get an idea of what their car might be worth and generate leads for your dealership, today’s technology allows you to go further — not just by providing a more accurate value, but also by streamlining the process for your team to successfully acquire their vehicle.
With AccuTrade, you can offer shoppers an exact, guaranteed trade-in value — right on your website. No guesses, no “maybes.” Just a clear, confident number they can rely on. This transparency builds trust and encourages shoppers to move forward with their trade-in and explore your inventory, knowing exactly what they’ll get for their vehicle.
STEP 6
Numbers presentation
In the in-store process, the Numbers Presentation typically follows the Test Drive. But in the digital Road to the Sale, this step often happens before you’ve even connected with your customer via chat, text, or email.
More than half (57%) of consumers say they want to know their exact monthly vehicle payment before even visiting a dealership4. So helping your shoppers understand whether they can afford a vehicle is a critical part of their decision-making process. That’s why your modern retailing experience should empower customers to explore and adjust the numbers themselves.
Providing tools that let shoppers modify terms and calculate payments builds confidence and keeps them engaged, making it easier to convert online shoppers into buyers.
By facilitating a transparent, self-guided Numbers Presentation, your dealership ensures that customers feel in control of the process — encouraging them to take the next step toward purchasing with confidence.
STEP 7
Finance & insurance
The traditional in-store F&I process has two key parts: credit approval and product presentation. With today’s technology, you can extend the capabilities of your F&I office to your digital platform, seamlessly incorporating both experiences.
The prequalification tools that are available on your Dealer Inspire website and your Cars.com Marketplace listings offer a seamless transition from research and shopping to locking in an approved payment a customer’s vehicle of choice. These finance opportunities, powered by your preferred lenders, connect directly to your DMS for streamlined processing.
You can also make F&I products, such as warranties and additional coverages, available as upgrades within your modern retailing platform. Allowing customers to explore these options on their own — understanding what they are, why they matter, and how they can add protection for just a few dollars more per month — provides the transparency and control shoppers want.
STEP 8
Delivery
When it’s time to finalize the purchase and take delivery, a few documents may still require a wet signature. For the digital version of this step, strive to create an experience that continues the convenient and helpful shopping journey you’ve provided so far. Allow customers to schedule a pickup time at your dealership — or offer at-home delivery services for an even more personalized experience.
The goal of a modern retailing experience isn’t just to “get a lead.” It’s about creating a seamless, end-to-end car-buying journey that blends online convenience with in-person service. Flexible delivery options not only meet growing consumer demand but also reinforce your dealership’s commitment to providing an exceptional customer experience.
STEP 9
Follow up
Following up with customers during and after the sale is a critical part of the Digital Road to the Sale. Effective follow-up not only helps close more deals but also builds long-term loyalty and drives future business.
One of the most effective ways to stay connected is through text. Whether you’re guiding in-market shoppers through their final decisions or checking in with recent buyers, timely and personal messages help keep the conversation going.
And when you deliver a standout experience, ask for the review. A simple text requesting feedback can generate fresh, positive reviews that highlight your team’s personalized, transparent process while influencing the next wave of shoppers.
And when a customer leaves a review on Cars.com, they can tag the salesperson they worked with — and that recognition powers the Top-Rated Salesperson feed on Cars.com and Dealer Inspire VDPs. It’s a powerful way to showcase individual team members and build trust with future shoppers by highlighting real, personal experiences.
Finally, use the Cars.com Experience Report to gain valuable insights into customer feedback and improve your shopping experience. This report helps your dealership stand out in a competitive marketplace by identifying opportunities to strengthen satisfaction and loyalty.
Build your 5-Star Team Your online reputation is often the first thing shoppers see, and it can be the deciding factor in whether they ever make it to the Meet & Greet. Download our new playbook to help your team build trust, stand out, and bring more shoppers to your showroom. Get the playbook.
Follow the digital road
Ready to elevate your dealership’s digital sales experience? Cars Commerce connects you with in-market shoppers and equips you with the technology to simplify every step of the car-buying journey. From websites to modern retailing and messaging solutions, we’re here to help you drive success. Contact us today to get started!
1Cars Commerce Q3 Consumer Metrics report 2024
2Cars Commerce Q3 Consumer Metrics report 2024
3(Cars.com Brand Tracker, Q1 2024)
4Cars.com Consumer Metrics, Q2 2024
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