How to Improve Your Dealership Close Rate: What 20 Years on the Floor Actually Taught Me

I've walked into more than fifty dealerships in my career. Some as a GM, some as a consultant, some because a dealer called me at the end of a bad month asking what was going wrong.

In almost every case, the problem wasn't the leads.

The store was getting traffic. Internet leads were coming in. Customers were calling, walking in, sitting across the desk from salespeople. The leads weren't the problem — what happened to those leads was.

This is a guide to improving your dealership's close rate based on what actually works at the floor level — not theory, not vendor marketing, not industry averages that don't tell you why your specific numbers look the way they do.

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