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I know, it's funny. You gotta love this business though, when we get more excited about metrics than actually selling cars. We're fishing for buyers online, not hunting. The bait is our new and used inventory, vehicle merchandising is a big factor. You can't force shoppers into a process to get their information or trick them into being interested online. A shoppers perception of us also matters in the buying decision, but I think that plays a secondary role for the majority of buyers, simply because most dealers still have that predatory style online.

I like this pic, I wish someone could replace the bait below with pictures of vehicles. Uncle Joe's face on the fisherman would be a bonus too.