A recent conversation with a dealer reminded me of that scene in the movie Jerry Maguire when Cuba Gooding Jr. screams into the phone, “Show me the money.” The dealer was sputtering with rage after meeting with representatives from one of these online car-buying sites, which he said was directing his customers to other dealers through its online financing tool.
According to the dealer, the “pricks,” as he called them, claimed the company was not a lead provider. Instead, they referred to their company as an information-based website designed to provide consumers with pricing, aged inventory and market comparisons.
Those reps got one thing right: The company isn’t a lead provider.
Folks, it’s time we take another look at what I think is a major rip-off being perpetrated against car dealers, who are paying these companies to provide low-quality leads they resell to other dealers. In fact, Jerry Maguire should be an example to all dealers. If an alleged lead provider can’t show you the money, then what the hell good are they?
Read the whole article here on F&I Magazine.
