I believe goal closing percentage should evaluated on a store by store basis.There are so many variables, internally, and externally that influence a stores potential closing percentage that it would be unrealistic to set a group wide goal percentage. Here is an example to support that statement: Two stores in a major metro owned by the same group are in the same Auto Mall and receive over 1000 unique leads per month. Store 1 has 10 same brand dealers within a 20 mile radius. Several stores, and specifically one is a major price leader. Store 1 does not want to dive down the rabbit hole to chase VGP or push brackets to hope for UA's and F&I to make up the difference. Store 2 has 6 same brand dealers within a 20 mile radius one of which they own. They are the price leader in that area. Knowing this information is it realistic to expect the same closing percentage from store 1 as store 2? Many of us including myself have searched for the answer by breaking down the numbers from leads to sales or from sales to leads. At one point I even made a model that would calculate sales based on improvements to CRM utilization in regards to phone calls, appointments set, shown, etc. If I were running a store today I would set goal closing percentage based on the profitability of the department. Establish a baseline performance average by person using at least 3 months data. Data points include department costs, gross profit, sales, leads, phone calls, appointment set, appointments shown, emails sent, and emails received. Starting with individuals that have the lowest net profit per deal average determine the cause of the outcome and set a goal that is reinforced by training to improve. Goals should be incremental and obtainable by making small adjustments in their processes or word tracks. The goal should NOT be you are at 12% close and we want to see a 14% close. An example of the goal should be you are setting appointments on 10% of your contacts and based on your conversations we would like you to say X instead of Y. Additionally a manager will be working with you directly to speak to customers when you need help. This is not a punishment this is an opportunity to help you succeed and make more sales. Making improvements with individuals through out the process is the key. Increased profits and closing percentage is a byproduct. I've seen many GSM's, internet directors, etc get hung up on closing percentage. The goal shouldn't be number 1 in sales, or the highest closing percentage. The goal should be to be number 1 at the bank.