Getting more buyers across the finish line

Every car shopping journey has its highs and lows. On the positive side, it’s fun to do test drives and it’s exhilarating to drive off the lot in a new vehicle. But a lot happens in between those two highlights – and that’s where almost a quarter of car buyers consider bailing out altogether. According to Cox Automotive’s 2025 Drivers of Car Shopping Satisfaction Study, 24% of car buyers consider dropping out during their buying journey.  24% of car buyers consider dropping out during their buying journey. 

Where do the negative feelings come in? Time spent sitting idle at the dealership continues to be the thing shoppers find most unpleasant. But according to those shoppers who considered abandoning their purchase, the other low points take place during negotiation and financing, including receiving a trade-in offer, figuring out what vehicle and options they can afford, and applying for credit. 

Sign up for CBT News’ daily newsletter and get the latest industry stories delivered straight to your inbox.

To keep more buyers moving forward and get them to the finish line, we can look to the four key drivers of shopper satisfaction: Control, Support, Education, and Transparency. Here is how those factors play into the F&I process for dealers and their customers. 

1. Give buyers a sense of control 

Shoppers want flexibility and choice. Make sure you have the tools in place so they can get started online, complete their purchase the way that’s most convenient for them, and move at their own pace throughout their shopping journey.  

• Give shoppers the ability to apply for financing online to give them a head start no matter how and where they finalize their deal. 
• Take a collaborative approach with customers to guide them through the finance process with as little friction as possible. 
• Use the information that shoppers have provided to personalize the financing process and present the aftermarket products that make the most sense for them. 

2. Support buyers by making every interaction count 

Informed buyers expect your staff to be helpful and knowledgeable. Make sure your team is equipped to deliver expert, personalized service at every step. 

• Ensure that your systems are integrated so that customer and deal information are consistent no matter how the customer began their shopping journey. 
• Be transparent about how the financing process works to set expectations up front. 
• Keep buyers engaged and informed throughout the buying process using automated updates as appropriate. 

3. Education: Knowledge is power 

Deals can stall out when a buyer feels uncertainty. Make sure every step of the finance process is clear and informative so buyers feel confident in their decisions. 

• Present all disclosures in a timely manner and explain compliance steps in terms of the customer’s safety and protection. 
• Clearly explain finance terms, fees, and aftermarket options. 
• Build trust by continually educating buyers throughout the process and setting their expectations at each phase of the deal. 

4. Transparency builds trust and boosts satisfaction 

Trust drives loyalty. Keep pricing consistent and transactions error-free, while communicating openly at every stage. 

• Offer transparent, accurate trade-in appraisals to help car shoppers better understand their budget for the purchase. 
• Whether online or in-store, be sure to present aftermarket options consistently to every car buyer. 
• Use digital contracting with built-in functionality that checks data and catches errors. This helps you avoid re-contracting and speed up financing approvals and funding. 

By putting these solutions and processes in place, your dealership can help encourage more car buyers to complete their deals and drive off the lot happy. To learn more about how Dealertrack solutions promote control, support, education, and transparency, take a self-guided demo.