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In doing my 2011 review, I came across some amazing sourcing statistics for our group.  We sold a huge number of vehicles with the following sources:

  • Walk-in
  • Drive-by
  • Location
  • Manual Add - meaning no actual source was selected

 

Does anyone really think a customer is actually a walk-in?  Are customers driving the streets of America and suddenly overcome with the desire to pop in to a car dealership and buy a new vehicle?  In the age of ZMOT and customers visiting, on average, 18 different automotive sites to complete their research, is accurate sourcing even possible?

One thought I had was to load an iPad with the logos of every advertising source that we used and asking the customer to choose the top 3 most influential sources.  This is a variation of the logo sheet we used in the past.  what are you doing to capture this valuable information?

 

Please share your best practices for getting accurate sourcing when a customer visits your showroom. 

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Comment by Robert Stoesser on May 20, 2012 at 7:30am

Mike - Your idea has been built and tested in major metro Boston stores.  The results are stunning.  Dealers can now make data-driven advertising decisions based on what their customers tell them.  Built and run by an independent marketing analytics / tech company here in Boston.  Please call / write (I'll reach out to you this week) and we can discuss further.  Rob Stoesser 617-417-4496 cell.

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