The 2-minute difference that can boost dealership profits

Even in the era of AI and digital retail, phone calls are still an essential part of running a successful dealership.

Why it matters: Not only do phones represent a key source of leads, they’re also critical to establishing a positive relationship with customers new and old. But in the modern auto market, buyers have evolved different needs and expectations when it comes to customer service. Learning how these dynamics have changed is key to staying ahead as a dealer.

Big picture: According to Car Wars, only 20.3% of connected inbound calls are true sales opportunities. That might not sound like a lot, but handling those calls correctly can make a massive impact on a dealer’s bottom line, which is why dealers can’t afford to mishandle phone conversations.

Zooming in: Unfortunately, only 31.2% of interested callers on average actually book appointments. This percentage, called a “Set Score,” is one of the most important metrics to improve — the good news is that it’s possible. In fact, the best-performing dealerships have a Set Score of 45%, allowing them to earn thousands of extra dollars in revenue.

How did those dealers improve their Set Score and get more appointments? It boils down to following the best practices during every phone call: here are four critical strategies that top performers use to drastically boost the odds of someone showing up to the store.

1. The Whittle and Shepherd technique: Ask if the start or end of the week works best, narrow it to mornings or evenings, and then offer two specific times.

2. Send a reminder: Confirm the appointment via text or email for easy calendar integration.

3. Set clear expectations: Provide directions, parking info, who to ask for, and assure test drive readiness.

4. Manager confirmation call: Follow up with a call to confirm, address concerns, and reinforce the visit’s importance.

Boosting performance: These days, everyone is busy and nobody wants to spend time on the phone. This is why speed is key when it comes to handling callers — a fact backed up by data.

• According to Car Wars’ research, calls that don’t result in an appointment last around six minutes and 32 seconds. 

• On the other hand, calls that do result in appointments take just four minutes and 28 seconds.

• This two-minute difference highlights how efficiency plays a massive role in someone’s willingness to shop at a dealership. The faster their needs are met, the more likely they are to show up.

Another consideration: Car Wars’ benchmarks of the top 20% of dealerships are a guideline for showing dealers where they might need to improve:

Thankfully, boosting phone call efficiency can be a simple process with the right tactics. Here are some of the most effective practices:

• Focus the conversation on securing an appointment by outlining the next steps.

• Highlight interest from others or limited-time offers to motivate action.

• Leverage special deals to encourage quick appointment setting and add value.

Finding the gaps: Even though efficiency is important, it’s crucial to make sure the customer’s needs are met in the span of one call. Asking the right questions and giving the right details is just as important as speed.

• Car Wars data suggests that 26.3% of callers who schedule an appointment call the dealership back within a week of booking.

• This shows that retailers are failing to identify all of their needs in the first conversation. What’s even more worrying is the fact that many customers won’t even bother placing a second call if their questions aren’t answered the first time around, possibly resulting in a no-show.

But plugging the gaps might not be that hard. Follow-up phone calls are a simple way to cover a dealer’s bases and prevent a no-show.

• However, retailers do have some ground to make up. Only 40.6% of customers receive a follow-up from their dealership after setting an appointment.

• Even though that’s almost half of all callers, it still represents a huge opportunity for dealers to improve their outreach, pre-emptively identify pain points and ensure the buyer’s visit goes as smoothly as possible.

Bottom line: Dealers are doing a solid job handling call volumes in the modern market. But with car prices still elevated just below historic levels, buyers' expectations for efficiency and customer care have understandably increased. Implementing the right phone strategies and training will help retailers boost sales and improve their CSI scores.

Become an automotive insider in just 5 minutes.

Get the weekly email that delivers transparent insights into the car market.

Join 90,000 others now, it's free:

Car Wars is the trusted partner for discerning dealerships in the Automotive Retail Industry, offering premium call tracking, texting, and phone solutions.

With over three decades of experience, Car Wars is the industry's most innovative and robust phone solution, meticulously crafted by industry experts and dealer insiders. Car Wars brings deep industry knowledge to provide essential phone handling tools for your team to 'Own the Phone' and dominate the market.

Backed by cutting-edge technology and unwavering dedication to customer success, Car Wars goes beyond the ordinary to help dealers achieve optimal call and text outcomes.

With unparalleled CRM integrations, actionable insights and hands-on support, dealerships are able to unlock their full potential and strengthen customer relationships. Join the automotive retail revolution with Car Wars.

Click here to book a meeting with Car Wars at NADA 2025 to see how you can boost your call outcomes with improved phone handling, or schedule your demo now by clicking here!