I was visiting a dealership, yesterday, and observed the interaction between a young internet salesman and one of the New Car Managers.  The young ISM had received a request for quote, on a new vehicle, and had approached the desk for help.  The Manager's response was, "Just get 'em in".   When the young ISM started to speak, he was cut off with another chorus of "Just get em in".  With nothing but an email address, I'm sure he responded with something like, "price is the easiest thing that I deal with.....".    What is the chance that this email will be successful?  Not very good.

What if this customer actually does walk in?  Armed with the average 17 to 19 hours of research, quotes from three of your competitors, and the invoice from any number of sites, she walks in and is greeted by one of your floor salespeople.  You happen to be the closest dealer.  This is where the internet buyer meets the "old school" floor salesperson and Desk Manager.  In qualifying this customer, how often do they ask anything related to the internet?  Even if the salesperson does bring it up, customers are going to keep their research a secret as a test to your integrity.  They keep their cards close to the vest. 

Skip to the point where the salesperson presents the numbers.

The old school approach is to hit the customer at full list price plus any dealer installed additions.  Sometimes the customer will tell you about the bids they have received.  Often, they believe that there is still profit in those bids and counter with something significantly less.  This is the classic "disconnect".  The customer thinks that she has arrived into the Twilight Zone or is offended because she thinks that they are trying to take advantage because she is a woman.  The desk and salesperson believes that she is either unreasonable or a "flake".  

I'm guessing but I would bet that about half the time, the customer leaves without purchasing a car.  They go to the next store and buy.

When you consider that 92% of customers research before going to a dealership, this happens every day and probably at your store.