Not enough for the trade is a common one. People need to educate themselves and decide to shop around. They see the payment and decide it's more than they wanted to spend. Lot's of reasons why they don't buy on the first visit. Believe it or not, but some salespeople will actually demotivate the customer from buying.
Jason,
I once had a GM swear to me his closing ratio was 40% on all walk-ins. I made a friendly wager with him and then spent a Thursday, Friday & Saturday counting his ups. When it was all said and done, my tally sheet had 34 ups and his CRM only had 16. And I did not count the service customers who ventured into his showroom. When it was all said and done his actual closing ratio was 18%.
One of the common reasons why I might see a high close rate on appointments is due to the fact that salespeople won't always go in the CRM and close out the appointment if the customer showed. So it looks as though the customer was a "no show" when in fact they did show. So if they came in and didn't buy, it's not properly being counted in the numbers. I see that a lot.
Please don't take this the wrong way, but I would have to disagree with that statement. If the CRC/BDC person is making the appointment for a manager it can be the other way around. The manager greets the customer, then hands the customer to the best salesperson available. Before choosing the salesperson, the manager needs to get a feel for the customer and then choose the salesperson who would best match up with that customer. Let's say the customer is looking at a Honda Pilot, maybe the dealership has one salesperson who does a better presentation on Pilots than all the other reps. Guess who's getting that customer. You can also be assured that it's not going to be a green pea. If the manager then has to T.O. the deal, they already have a relationship with the customer and it's an easier close. That type of process will yield very nice results.