Customer Sourcing

Ron Henson
Sourcing is such an important item for dealers to enable them to make better marketing decisions, but it has been a challenge on the showroom since the beginning of time. Now that we know that consumers are gathering information online and then a large percentage of them are going to the dealership rather than submitting leads, the challenge becomes even more difficult. How are you addressing this in your store to avoid having a 95% "Drive-by" statistic at the end of the month?
mark rask
we have FINALLY gotten our desk managers to police this....we are talking of tying this to their pay plan
mark rask
following this
Lezlie Brannan
We do a survey for sold customers asking them not only what source brought them to us, but also all the websites they used to research their purchase. It works well, but only sources our sold customers. Most incoming calls are recorded, so we can source those. The rest is a crapshoot - I could tell you that our sales staff is sourcing well, and it looks like it in our CRM - but they could be stabbing at whatever choice suits them and for the most part, no one would know the difference (except when they pick a source we haven't used in AGES, and that happens!)

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