I’ve been in the automotive business for some time now, and before my foray into it, I was a successful computer technician and web designer in a smaller company, so I’ve worked on both sides of the coin, as have you. What I’ve noticed on so many dealers, is that they’re unhappy with their website, but they’ve fallen into complacency with it.
This sort of attitude is dangerous to both a conscious work ethic, as well as lead metrics, conversion and inevitably analytics (assuming the dealer monitors these things themselves as so many try to do).

I was blessed to be able to come into a store at the cusp of an ownership change, which means everything old had to go, and the current technologies had to be re-evaluated for their usefulness. What we found with the previous mandated web vendor, is that they were doing absolutely nothing to assist the dealer with converting or even grabbing the lead.

Today’s dealer needs a comprehensive suite of products, and while vendor selection still must be a careful choice, it has gotten much better than it was five or six years ago. Vendors, like dealers, are learning that consumers have become more technically aware, and now require mandatory engagement in order to place a lead capture on a dealer site.

The amazing thing about Brian’s study, is that it shows where there are so many loops in the consumer buying cycle that can break like a weak link in a long chain if a dealer isn’t prepared. It is now essential for a dealer — IE, a dealer’s Internet Manager to watch: Google, Foursquare, Twitter, Facebook, their Website, their Service Website (which dealers should have, if they don’t), Yelp, Yext, Yahoo, Bing, Address Listing Sites, Manufacturer Vehicle Listing Pages, Auto Trader, Cars.com, and dare I even pause to take a breath: every single review site known to man. All while maintaining internet specials, pulling leads in, answering 5,000 IT questions on a daily basis, and keeping a sustainable capture/conversion ratio.

All this, while fighting the manufacturer to keep your site from being just another Nissan, Toyota, Chevy, Ford or BMW Clone.

I don’t know about you, but to me, the best thing a dealer can do in my opinion is to establish a relationship with a reputable, trusted web company. We use Dealer-E Process at my store, and I’m so happy that we do. All of those above things I’ve mentioned are handled quickly and easily. My Social media is assisted by their programs, my customers can book service appointments, and my website was compliant before my competition was. Plus, they help me watch it. I will agree with you wholeheartedly in the fact that being “cheap” is no excuse not to go with a solid vendor, particularly since digital solutions by reputable companies are much more efficient and inexpensive than they were previously.

We can’t afford to drop the ball on the web, and our vendor helps us do that. Can’t afford to be asleep at the switch. I also suggest that dealers look into online chat solutions, which force engagement — the suite of products we use has this, too.

Ultimately, though. .it’s important to remember the largest reason that vendors get slammed when it comes to web design: they must listen to the dealer for changes as part of their job. During my time as a web programmer, I had some requests for some crazy stuff from my clients. .things which I knew wouldn’t work. Despite my best advice, it was a service business, and the customer was always right. Then they’d get upset with me when it didn’t work. This is why it’s important to be subjective and listen.

We tell customers all the time that we’re the professional, and that they should let us do our job. .why shouldn’t we listen to our advice? Just make sure that you find a good vendor for a partner, and you won’t have issues. We’ve got a great partnership with Dealer-E, fortunately. I wish I had it sooner, as my last place didn’t care much for joint relationships of that status, and we saw nothing but problems.

Anyway, my two cents. . .okay, so. .more like all my spare change in the jar, but still.

My best wishes for business in the new year!