As 2026 begins, dealers across the country are looking to enhance their processes and maximize their momentum to start the year. Joining us on the latest episode of CBT Now is Durran Cage, founder of Cage Automotive and an expert in digital marketing and CRM strategy. Cage emphasizes that dealers face an engagement problem, not a lead problem. By improving customer interactions, leveraging video, and strategically integrating AI, dealers can convert more opportunities, accelerate sales, and improve the overall customer experience.
Data from dealers across the country shows lead levels are relatively stable, but conversion rates vary widely, Cage said. But now the focus is on increasing engagement, refining messaging, and aligning internal processes with customer expectations to maximize opportunities.
Often, the language used in follow-up communications fails to acknowledge customer expectations or encourage dialogue, which can quickly cause a disconnect.
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Cage argues that high-performing dealers are addressing these gaps by personalizing their outreach and emphasizing care-driven messaging. Rather than relying on static responses or automated templates, teams are coached to ask clear questions and encourage two-way dialogue, keeping customers engaged even if the initial quote falls short of expectations.
Video is becoming increasingly important for differentiation in the modern car buying process. To personalize the digital experience, top dealers leverage live and recorded personalized video messages. By using video for tasks like reviewing trade-in requests and conducting real-time appraisals, dealers can emulate the transparency and responsiveness of in-person interactions.
“Focus on teaching your employees how to connect with people.”
The result is increased customer engagement and shorter sales cycles, often cutting days from initial lead registration to final purchase.
Furthermore, the new role of AI is also reshaping dealer operations, although it is not replacing human interaction. Instead, AI is positioned as an efficient tool to support sales teams and managers by identifying high-priority customers, flagging stalled opportunities, and highlighting inventory challenges.
Cage emphasizes that a dealer’s identity will continue to be defined by people and experiences. When used correctly, technology allows teams to deliver these experiences more consistently and to the right customers at the right time. Dealers that invest in coaching, process adjustments, and thoughtful use of video and AI are well-positioned to enhance engagement and protect every opportunity in an increasingly competitive market.
