What is an appointment worth?
There are a lot of ways to answer this question in the minds of many dealers. In my mind, this is a question about math.
The average dealer closes at least 60% of appointments that are set with the customer via the phone.
That same dealer averages at least 2k per copy on those set appoinments.
in the math world the answer is simple... a 60% chance at $2,000 - is worth at least $1,200. In many cases much more.
While at Vegas for NADA we got talking about this fact with a few dealers at a craps table. While we were having this converstation we realized that the reason that many dealers aren't talking about this already every day - is that many dealers currently see the begining of the sales process when the customer drives on the lot.
This was not true in the 80's - and it is DEFINITLEY not true anymore!
The oppurtunity to sell a car begins the moment a customer sees your brand, or vehicle online, sometimes sooner.
My company seeks to help dealers reach out to those "virtual customers", and make the phone RING!
So while we were in Vegas we looked up Jerry Thibeau of PHONE NINJAS to give him a few minutes to share with everyone some of the oppurtunities that exist for dealers to capture a very LARGE portion of the those phone rings - as actual APPOINTMENTS.
The question is this:
Where does the sale "start" at your dealership?
What value does your dealership put on set appointments?