These customers are at the earliest point in their journey, and the lead-to-sale times can often be double or triple that of a typical dealership web site lead.

Please keep in mind, third-party customers are only shopping a segment at this point and have not landed on Mazda exclusively. They also won't be starting with a trade-in.

And that’s why it’s important to build the value of the Mazda brand with these customers and respect the fact they may not be ready to visit your dealership yet.

Best Practices:

• Respect the Journey – don’t rush the process, build a relationship
• Establish a dialog – ask questions, offer options, keep the process moving
• Prioritize trade-ins – focus on the trade-in vehicle before presenting other options
• Offer multiple appointments – for trade-in appraisals and vehicle demonstrations
• Become an “Expert” – share your experience by offering links, product info and photos