I don't know how many sales your store has or the structure of your store. This is a question all dealers wish they could answer. Well, if they're not looking for the answer, they're not looking to grow effectively. Something to keep in mind is that even with emails and recorded calls, the final source may not have been the effective source (ZMOT idea -yeap I went there). I personally make a few follow up calls every week to thank them for purchasing and start a short conversation with them about how they went thru the shopping process and how we won their business. To give multiple sources credit for a sale is difficult-but is more actuate. The salesmen on the floor do not understand the need for the information and have no skin in getting the real answers. Finance is usually the real dentist's chair and though I can see how it may work, I don't think it's the place for the question to be asked. Making after the fact sourcing part of the follow up process along with making sure the customer is happy and asking for a review, will give you the best results. However, what about the unsold prospects? When implementing the data you find on sourcing, remember it's a small piece of the whole puzzle. Also before working on how to gather the information, make sure you have a plan on how you will use the information.
