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I think they all have merit if they're all mentioned.


Alex, your example is obviously the extreme.  But LOCATION isn't really a source, right?


If someone decides to stop at a dealer because they're in the area of your dealer, they either saw a manufacturer's ad about the car (assuming a new car), were referred to the car by a friend, saw it in traffic then went to google.  SOMETHING.


If you've been in your location for more than 2 years and they've driven through that area more than once and DIDN'T stop in - what made them do it today...


In your example, the internet department did what they were supposed to do (JUST short of making an appointment), the TV ad reinforced the dealership's name to the customer, doing its job.  The salesperson did their job by getting the customer to buy then and there.