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Rethinking Leads: Why We Should Embrace Emerging Connections

Before online ads and targeted emails, and even before telemarketing and robocalls, sales often involved door-to-door salesmen and saleswomen traveling across the country, pitching to strangers. It was the coldest call imaginable, but also the only way to develop a hard lead outside of a customer physically entering a store or dealership. As technology developed, phone calls, emails, and website live chat features have each, in turn, become widely accepted across industries as additional methods for generating and nurturing leads. It’s essential today to shift your perspective on what is considered a valued lead.


Equipment Trader seeks to help educate dealers on emerging connections. This guide covers:

  • How consumers are interacting with these emerging connections

  • An overview of the emerging connections dealers should consider for their dealership

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