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Jim, I absolutely agree with you that there is an extensive period of time when most customers are conducting research on both the car and the dealership. If you choose to call that "Information Search" and "Alternative Evaluation" process the ZMOT, more power to you Brother!

I'm simply pointing out the fact that this consumer behavior has been recognized for decades and contend that you're best served by referring back to a long-proven marketing process: Gaining Awareness (they have to know you exist), improving Perception (thru branding, reviews, having the right car at the right price, etc.), increasing Purchase Intent (you need to make their 'consideration set' and move to the top of it). The marriage of the ZMOT concept to these proven techniques is a powerful combination.

And lastly, I completely agree with both you and Joe, that the car is sold on the lot with a great dealership experience. And you are absolutely correct that if you haven't 'won' the "Information Search" and "Alternative Evaluation" stages, in today's marketplace where customers only physically visit one or two dealerships before purchasing a car, you won't get the chance to sell a car.