When the internet started growing in popularity in the mid 90s, most dealers assumed it was a fad, not realizing the amount of change it would bring to the industry. But today, nearly all car shoppers start their search online – increasingly from their smartphone or mobile device – before ever stepping foot in a dealership. Although it requires dealers to shift their mindset about how they target shoppers and with what tools, the basics of marketing and customer service are still in play.

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Related: How to Sell the ‘Sizzle’ Online