Quick – what is the lifetime value of a customer? Chances are you can quote me a number that you have formulated, or the $332,000 made popular by Carl Sewell’s excellent book, “Customers for Life.” However, ask the question a little differently and the number changes dramatically: What is the lifetime value of a customer who sells five vehicles for you?

Recently a CapGemini study showed that while more than 45 percent of vehicle researchers turn to manufacturers' web sites for information, a hearty 43 percent of prospective buyers also turned to local dealership web sites.

A great sales manager and friend of mine always said, “It’s all about perception.” How the Internet shopper perceives you and your role in the store will affect whether they visit your dealership or not.