Danger Close: It is a term included in the method of engagement segment of a call for fire which indicates that friendly forces are within close proximity of the target.

In today's world third party lead providers are needed but the fact remains that your Dealership is Danger Close to their marketing efforts and lead generation. We must be honest in the fact that Cars, Trader, Guru’s, and others do not have your store best interest in mind. Face it we created the monster that is now telling our customers where to buy. Also, those same lead providers are reaching back to the customer days later and showing them a similar vehicle that is priced lower at a competitor store 2 miles away. Seriously!

Let’s get this straight. 

You paid to be on the platform so that your inventory can be showcased and for them to send you leads. Then the very next day they are contacting the same customer to say, "Hey we found another car elsewhere for less money that would be better", which means you are now competing with your vendor. Again seriously? This is happening simply because dealers let it.

As a dealer your most valuable possession is your inventory. It is why people come to your site. Why they walk into your showroom. It is why you are in business. We must face the fact that lead providers are basically selling cars. They make their money from your content while you pay the interest on the floor plan. Seriously!

Dealers must, must, must own the retail experience and know when customers are back on their site. Dealers must know if the returning site visitor is a DMS customer, or a conquest customer with a trade even without a form fill. This method of digital retailing along with the inventory content is the absolute GOLD that is owned by every Dealer. Unfortunately, all too often Dealers horse trade their gold for a lead which might close, at best 20% of the time. With the right insight your team will be able to see the customer more often and speak directly to what they are shopping for. With the proper tools your team will increase appointments, which will lead to more sales. It’s that easy.

Own the customer experience and stop leaving it up to you third party vendors to control. You have the Gold!