The Importance of Greeting Customers at the Dealership

It’s essential to make a good first impression with a car shopper, as those initial minutes set the tone for your entire interaction. CDK regularly conducts research across the industry, and in a study of over a thousand car shoppers last year, we asked how much those crucial first moments matter to the overall experience.

The results showed that shoppers were almost equally likely to be greeted when they arrived on the lot (44%) or upon entering the store (40%). But 16% of those CDK surveyed said they weren’t greeted at all and had to seek someone out.

CDK also uncovered more about this crucial point in the shopping process.

A Prompt Greeting Can Make a Great First Impression

Most dealerships are quick to welcome customers. Of those surveyed, 67% said they were greeted immediately upon entering the dealership, usually by a salesperson. Most of the remaining third waited somewhere between five and 10 minutes for someone to approach them, although 4% of people said it took 11 to 20 minutes.

Of those who received an immediate welcome, 92% said their first impression of the dealership was extremely positive. The same was true for about 88% of those who moseyed around for five to 20 minutes before contact. The likelihood of making a good first impression drops after that, with only 67% of people who waited over 21 minutes for recognition saying they had a great experience.

Some Customers Want Breathing Room

While a prompt greeting correlates with positive first impressions, it’s important to note that not all customers want to speak with someone immediately. Of the 68% of shoppers who walked the lot before meeting with a salesperson, 98% said they did so intentionally to see the dealership’s inventory or check out a vehicle they’d seen online before talking to anyone.

There’s little harm (or pressure) in briefly saying hi and asking if and how you can help. If your dealership locks all vehicles on the lot, for instance, you could offer to grab the keys so the customer can take a look inside their desired vehicle. Or you could ask if they have an appointment — as some 62% of respondents did — so you can make sure their point of contact is ready for them when they enter the store.

Many Customers Are Already Known

The majority of survey respondents (62%) said they visited a dealership more than once before making a purchase, which means many of the customers walking your lot have likely been there before and spoken with someone. Ask if they have an appointment or if this is their first time visiting the dealership. These are good openers that allow Sales staff to distinguish the known from the unknown shoppers. If they’re a new customer, this is a great opportunity to start their needs assessment or get them behind the wheel for a test drive — the latter being the primary reason people venture to the dealership instead of buying online.

A quick hello can make the world of difference to customers who welcome the attention and to those who may not. For more ways to drive a positive interaction with your customers, check out our Friction Points 2025 Study.