The world economy has been very uncooperative for businessmen, especially automotive dealers who are struggling with the crunch as nearly everyone else in business is. People are simply harder to convince they need to get a car or a new one to replace what they might have had for years.Indeed, buying any sort of vehicle these days is no longer a simple matter. The economic downtrend generally noted in most countries has made people more conscious about their expenses. More than anything, it has taught them to weigh their priorities and cultivate the discipline to stay committed to these priorities. Still, at the end of the day, automotive marketing people still have to continue with their job even if it means finding every possible avenue that leads to increased productivity.Of course, everyone who plans to sell needs people to sell to. Prospecting is, thus, a very important step to for those who want to actually post sales and not just plan them. Whatever type of vehicle one is trying to sell, it is important to come up with an actual list of leads who just may turn into customers. When you market any type of product there is, time is always of the essence. And when you start wasting it with the wrong leads, goals may not be achieved. And what is there to do if not achieve sales goals when in business?The value of leads is very important and even crucial to the success of any automotive marketer. The leads cannot just be any other list- it has to come with all the information that could provide a lead within a lead – that is, tidbits of information regarding the prospect’s automotive history, from his last date of vehicle purchase to the model or models he has bought. A list of prospects must also include hints about the person’s credit score or standing so as to give the marketer a good basis for judging whether or not the prospect may turn out to be not just a customer but a responsible one.Good prospecting does many things for a marketer, but above all, it allows one to plan ahead. And when the market gets as tough as it is right now, being able to plan ahead is going to be every automotive marketer’s edge over the others who opt to be more spontaneous in their approach.