Williams, 27, was kidnapped at a Kangaroo gas station in the 5600 block of Bragg Boulevard on Sunday, and forced to drive to the Shaw Heights area. That's where he was killed when he tried to escape.
Police said three men in a gray or silver newer model Kia Sportage were the kidnappers.
Surveillance video from the Kangaroo convenience shows one of the suspects and the Kia Sportage.
Investigators believe this was a random crime.
The police chief says he is concerned about the safety of the community, and his officers.
"I believe that the individuals are armed and extremely dangerous," said Fayetteville Police Chief Harold Medlock. I don't think they have any cares whatsoever about the people they encounter. I am extremely concerned for our community. I am also concerned for my officers because I believe that if one of our officers encounters one these individuals, they will do whatever they can to get away."
They are looking for three suspects. None of them has been identified.
Police said the suspects went back to the same convenience store just after 3 p.m. Sunday and stole the store's video surveillance system. While they were in the store, they also robbed two more people.
The suspects then left the store in the same Kia Sportage used earlier in the day.
Anyone with information concerning the shooting or the identity of the suspects or vehicle is asked to the Fayetteville Police Department at (910) 988-6543 or Crimestoppers at (910) 483-TIPS (8477).