Today’s car buyers aren’t just walking onto the lot and making a purchase — they’re navigating a complex, research-driven process that spans digital and in-person interactions.

Dealerships must evolve with consumer behavior to improve car sales. This shift will require leveraging digital tools, investing in strategic marketing, and optimizing inventory management.

Let’s explore how to turn these strategies into more sales and long-term success:

Understand buyer behavior

According to Automotivaters, 95% of vehicle buyers utilize digital resources before ever stepping into a dealership. This activity means dealerships must prepare to meet customers where they are — online, in-store, and everywhere in between.

Some key insights into car buyers:

• 81% use mobile devices to conduct vehicle shopping.
• Most consider both new and used vehicles before deciding.
• They visit at least two dealerships and a few third-party websites before making a purchase.

How your dealership could respond:

• Provide online resources — Your website should offer detailed vehicle. information, financing options, and easy ways to contact sales staff
• Ensure mobile-friendliness — A slow or hard-to-navigate mobile site is a lost sale.
• Train your team to engage with informed buyers — Today’s customers come armed with research, so your staff should be ready to guide, not just sell.

Double down on digital channels

Your digital presence is your new showroom. Vehicle shoppers spend more time researching online than anything else in their buying journey. If your dealership lacks a digital footprint, here’s how you can prevent the loss of potential customers:

• Upgrade your website — Make sure it’s fast, mobile-friendly, and allows customers to browse inventory, calculate payments, and start the buying process.
• Use video and virtual reality — Showcase vehicles with high-quality videos and interactive 360-degree views.
• Leverage social media — Engage potential buyers with targeted ads, promotions, and customer testimonials.
• Deploy AI-powered chatbots — Offer instant answers to customer inquiries, schedule test drives, and capture leads 24/7.

Making these adjustments can keep your dealership top of mind and ensure buyers can find the information they need to proceed with their purchase.

Invest in targeted marketing

Successful dealerships don’t just wait for customers to show up; they actively attract and convert them.

Here’s what works:

• Personalized email marketing — Send relevant offers and vehicle recommendations based on a customer’s browsing history.
• Retargeted ads — Re-engage potential buyers who visited your website but didn’t take action.
• Data-driven promotions — Use analytics to determine discounts and incentives that match customer interests.
• Content marketing — Create educational blog posts, videos, and FAQs to establish trust and keep buyers engaged with your dealership.

Marketing isn’t just about visibility — it’s about building relationships and moving potential buyers through the sales funnel until they’re ready to purchase.

Optimize inventory to match demand

If customers spend most of their research time online, your inventory needs to be what they want, when they want it.

Ways to fine-tune your inventory strategy:

• Use data insights to stock high-demand vehicles — Analyze past sales, customer inquiries, and market trends to identify best-sellers.
• Adjust pricing with real-time market data — Take advantage of competitive pricing tools to make sure your vehicles are attractively positioned.
• Automate reorder points — Avoid overstocking or running out of popular models.
• Offer strong financing options — Present flexible financing to increase affordability, making it easier for buyers to say “yes”.

Sales naturally happen when buyers find the right car at the right price with an easy financing option.

Deliver an exceptional customer experience

Beyond marketing and inventory, customer experience is what builds loyalty and generates referrals.

Winning strategies include:

• Prioritizing test drives — Buyers often need that hands-on experience to feel confident about their purchase.
• Hosting dealership events — Car-buying clinics, community events, or exclusive promotions can drive foot traffic.
• Using a CRM system — Track interactions and follow up with potential buyers at the right time.
• Training your staff on digital tools and modern sales techniques — Customers expect knowledgeable, tech-savvy sales professionals.

A great customer experience doesn’t just sell a car now — it creates a customer for life.

Adapt and thrive

Dealerships can cultivate customers by prioritizing a robust digital presence, employing targeted marketing strategies, optimizing inventory based on data-driven insights, and focusing on a superior in-dealership experience.

Another way to improve car sales is to provide the right financing options. With Credit Acceptance, you can approve more buyers regardless of their credit situation. To get more deals done, join our dealer network today!