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I take a bit different look at lead sourcing.  It's a FAIL if you leave it up the the reps because customers are preparing for negotiation and...

  • Customers hate sales reps asking probing source questions
  • Reps hate asking source questions until they've "won them over". Then, you rep has to circle back and enter the lead source before the close?  ahhh... NOT in my world.
  • Reps will "plug in any source" to sastify the wonks upstairs.


Add another layer of complexity that you can't ignore is that 19 hour multi-month shopping journey.  In 99% of the ups, can there really be a single lead source?



SUMMARY: In my view (only), the DESIRE to match an up to a single source is an error in the making... and, if you lean on these numbers, they can skew your decision making.