When it comes to Internet leads, its a common belief that once consumers submit a quote request, theyve made up their minds that this is the particular make and model they plan on buying. Theyve researched all the information they need online, ahead of time, and are deep in the purchase funnel. All the dealer has to do now is to demonstrate why that consumer should buy from him.
However, when you consider that over 50 percent of the time:
consumers buy a different brand than the quote request they submit
they often buy new instead of used, or used instead of new after theyve submitted a quote request
Its obvious a gap exists between the perception and the truth of Internet leads today.
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