CallSource Releases First Ever Auto Dealership Industry's Telephone Performance Industry Report Card
Survey reports on how effectively auto dealer sales professionals are handling telephone leads, reveals thousands of lead generation or sales opportunities missed.
Westlake Village, Calif. — February 5, 2008 — CallSource, the provider of the automotive the industry's only Call Performance System today announced availability of the Telephone Performance Analysis (TPA) Industry Report Card and finds that a major percentage of lead and sales opportunities are missed. The first of its kind, this Report Card is designed to track call-to-appointment conversion ratios across the industry and provide an objective report on the phone skills of dealership sales professionals.
In 2007, CallSource reviewed 25,934 from dealerships across North America.The following is a summary of results of our review and analysis of those calls:
- 6,233 calls or 24% of the total were qualified incoming sales leads handled by dealership staff.
- Only 13% of those qualified phone leads were converted to showroom appointments with a specified date and time.
- 5,423 appointment setting opportunities were missed.
- Based upon the standard Auto Industry Benchmarks of 50% appointment showrate and a 50% kept appointment to sales rate, there were 1,356 lost sales opportunities resulting in lost gross profit of $2,208,924* and $29,507,196* in lost revenue.
Other benchmarks within the study included Appropriate Greeting, Needs Analysis, Obtaining Contact Information, Handling Objections, Setting the Appointment, and Driving Toward Closure-all vital elements of converting an auto phone lead into that valuable showroom appointment.
"Ask any GM or sales manager and they'll tell you they're pretty sure they're losing deals on the phone, but they're not sure why or what to do about it," states Jerry Feldman, CEO of CallSource. "That's why we're making this report card available to help dealers benchmark their own performance and seek out solutions, like ours, to help them improve leads-to-sales conversion rates."
CallSource has been monitoring and analyzing telephone performance for more than 14 years. The Auto Dealership Industry Report Card will begin being published quarterly and is available free of charge. For a copy of the 2007 Industry Report Card, please call CallSource at (866) 444-1137 or email marketing@callsource.com.
About CallSource
CallSource provides the automotive industry's only Call Performance System. Developed over 14 years and based on the review of millions of calls, CallSource's comprehensive system goes beyond simple call tracking and reporting to provide continuous monitoring of telephone performance and targeted, individualized training designed to consistently improve sales results. Headquartered in Westlake Village, California, with carrier-class VoIP-based data centers in Burbank and Chicago, CallSource currently tracks over 500,000 ads each day for over 10,000 companies including Trader Publishing, Cars.com, Carsdirect.com, Autoextra.com, DCH Automotive Group, and Coggin Automotive. For more information go to http://www.callsource.com/.
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