Dealers need to be aware of the reality that prospective customers are spending more time than ever cross-shopping vehicle makes and models. Let me break this phenomenon down: About 92% of Americans go online before they ever step foot into a dealership. The average Internet prospect is a 45- to 90-day opportunity. The average Internet prospect is searching five to eight dealerships and websites. The average prospect spends 11 hours researching online before visiting a ...

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