The Internet has changed how customers decide what to buy. In 2011, Google began referring to this online decision-making moment the Zero Moment of Truth, or simply, ZMOT. The ZMOT refers to the moment in the buying process when the consumer researches a product prior to purchase. When customers can’t find the information they are seeking online or choose to take action on their decision they click to call dealers from their phone. In that ZMOT, the phone number displayed, toll free or local, has little impact on whether the customer will dial it at that moment but it does impact continuous communications with your customers.