Dealerships are missing out on customer leads. It can happen when customers arrive at a dealership website seeking information — payment options, let's say — and a form pops up asking for name, email address or phone number to get an e-price.
Asking customers to provide personal information is an easier ask when something of value is offered in return, said Kerri Wise, who late last month joined digital vehicle sales and finance platform AutoFi as vice president of marketing. She had been at vehicle-listings company TrueCar.
If a customer feels value wasn't exchanged, "I'm moving on to the next dealership that's going to provide more of an integrated experience, where I'm almost interacting with the dealership online like I would in the store," Wise told me.
If customers don't fill out a lead form, the less likely it is the store will get the lead.