In a pre-NADA convention survey of dealers nationally, more than two thirds indicated that they are concerned about the Internet pressuring their Gross Profits. Are you one of them?

According to the survey, 67 percent of dealers are concerned about the Internet putting pressure on their gross profits.

Many in the industry feel that the explosion of online car listings and research tools — and the strong adoption of them by car consumers — is commoditizing their inventory.

But there are ways to make the Internet work in your favor, and in order to maintain volume and gross profit, dealers have to get with the program.

To succeed in an online-driven world, dealers must differentiate their inventory; not only to drive traffic to their lot, but to prove the value they add and therefore justify the price.

Online listings must not only answer consumers’ most pressing questions, but also prove that claims about a car and dealership are true, with awards, expert reviews and ratings, book data, and dealership accolades.

This builds trust, which in turn has the power to increase profit margin. Despite these ongoing challenges, the future looks bright, and dealers are excited about the year ahead: 89 percent of respondents are optimistic, very optimistic or extremely optimistic about the impending performance of their dealership in 2012.

To see this column and others from the "Get Relevant or Die" blog from MAX Systems, visit here.