Despite the best efforts of dealers, a significant trust gap still persists between car dealers and buyers. Consumers often come in ready to question everything, and dealer strategies and processes, particularly during negotiation and finance, unknowingly validate their negative perceptions.

Studies have shown that consumers often trust a screen or website more than they trust a person. Check out AutoFi’s Chief Marketing Officer, Kerri Wise, discuss how dealers who lean in on technology—like AutoFi—and ingrain it within the sales process are able to disarm skeptical customers, remove the friction, and close deals faster.