Net benefits for the sales force
Whatever the degree of consumer interest in using the internet for car purchasing, it’s vital that dealers exploit the net’s information benefits to maximise sales and customer loyalty, says Philip Wade. Visionaries for the new world of internet selling would like us to believe that massive numbers of consumers will soon switch to buying new cars over the web. At the other extreme, there are those in the car retailing business who suspect that the benefits of website transactions are grossly overstated. Who is right?
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