SEATTLE — Call analytics provider Marchex released a new report analyzing how call-handling impacts purchasing decisions at car dealerships. After analyzing more than 300,000 inbound phone calls to more than 650 U.S. dealerships through Marchex’s speech analytics software, research found that salespeople who answer inbound sales calls have a significant influence on how likely a caller is to book an appointment or visit the dealership.
The findings include:
- At least 28% of auto buyers who make a call will purchase a vehicle.
- 57% of inbound calls to the sales department specifically have intent to purchase.
- Sales calls convert to a purchase an average of four times the rate of email.
Analysts found a strong correlation between high-performing salespeople and customers who make appointments. Salespeople who manage inbound calls have a direct, statistically meaningful, impact on how likely a caller is to come to a dealership and make a purchase. Top salespeople were found to be 12% more likely to set an appointment over the phone than the lowest-performing agents.
“With mobile adoption, consumers can research online and click-to-call car dealers in real time, showing a high intent to purchase. It’s clear that phone calls not only matter to businesses but are a viable revenue source for brands — especially within the auto industry,” said Matt Muilenburg, head of automotive at Marchex. “To make the most of these inbound leads, for both sales and service, dealerships need to be able to identify callers with intent to purchase and ensure employees know how to manage those calls.”