100,000 Showed Appointments: 5 Key Lessons We've Learned
Since 2014, Dealer Intelligence Inc. has been dedicated to helping dealerships maximize their appointments and sales. Over the years, we've scheduled thousands of appointments, with over 100,000 customers showing up at our dealers' doorsteps. One of our greatest strengths is the consistency of our team—many of the same people who started with us in 2014 are still with us today.
Through years of experience, countless script iterations, and collaboration with a wide range of sales managers and professionals, we have refined the strategies that drive real results. In 2024, we launched Dealer Hub IQ, an advanced system that analyzes databases based on five key criteria to identify the best potential customers for renewal appointments—those most likely to convert into sales.
After a decade in the industry and 100,000 successful appointments, here are the five most important lessons we've learned:
1. Don't Set Unrealistic or Misleading Appointments
Early on, we experimented with various tactics, such as telling customers, "My sales manager wants to buy your car," or, "I have a buyer for your vehicle." While these strategies may have generated initial interest, they often led to unrealistic expectations and customer frustration.
Instead, we now focus on transparent and value-driven appointment-setting strategies based on our DealerHub IQ system. By ensuring that customers have a clear and honest understanding of why they are visiting the dealership, we build trust and create a positive experience—leading to higher conversion rates and long-term customer loyalty.
2. Ensure Seamless Coordination Between the BDC and Sales Department
Imagine walking into a dealership, excited to explore a new vehicle, only to find that no one is expecting you—or worse, they are aware of your appointment but too busy to assist. This is a surefire way to create a negative customer experience and lose potential sales.
That’s why alignment between the Business Development Center (BDC) and the sales department is critical. The BDC team brings customers in using specific strategies designed to gauge their interest in upgrading their vehicle. To maintain consistency and trust, the sales team must continue that conversation seamlessly.
This means ensuring that:
• The sales team is aware of all scheduled appointments and prepared to engage with each customer.
• The dealership follows the same strategy used to set the appointment, reinforcing the messaging that convinced the customer to come in.
• A structured meet-and-greet process is in place to make customers feel welcomed and valued.
By maintaining strong coordination between the BDC and the sales department, dealerships can maximize appointment success rates and create a smoother, more professional customer experience
3. An Appraisal Is a Valuable Tool—But Only One Part of the Process
Appraisals are an effective strategy, but they should be viewed as a step in a structured process, not the sole reason for a customer’s visit. At Dealer Intelligence Inc., we incorporate appraisals as part of a seven-step strategy designed to guide the customer through a natural progression—leading them to explore the advantages, costs, and possibilities of upgrading to a new vehicle.
Key principles we follow:
• Use the appraisal as a conversation starter, not a guarantee of pricing, rates, or vehicle availability.
• Avoid setting expectations too early—instead, focus on engaging the customer in the upgrade process.
• Ensure the dealership follows through on the strategy—if a customer arrives and is met with an immediate discussion on pricing rather than the value of upgrading, the appointment can fall apart.
By treating the appraisal as one step in a larger, well-structured process, dealerships can maintain customer engagement, build value in the upgrade, and improve closing rates.
4. Engage the Salesperson in the Appointment Process
One of the biggest risks in the appointment process is a lack of preparation when the customer arrives. After investing time and effort into setting up the appointment, it’s frustrating to see a dealership scramble at the last minute—handing the customer off to the “next available” salesperson rather than the one best suited for the interaction.
To prevent this, we emphasize salesperson engagement before the appointment. Ideally, once the appointment is set:
• The original salesperson should be informed and actively involved in the process.
• A personal touch can be added—such as the salesperson sending a photo or selfie next to the vehicle of interest, along with a message like:
"Looking forward to seeing you tomorrow at 9 AM! Let me know if you have any questions before then."
• A Google Calendar reminder can be included in the message, reinforcing the appointment’s importance and increasing the customer’s commitment to showing up.
This approach not only strengthens the customer’s connection to the salesperson but also creates a sense of obligation and anticipation, increasing the likelihood of a successful appointment and sale.
5. A Strategy for Success, Not Confrontation
An appointment with a past customer should never be seen as a lost opportunity. When appointments are set with integrity, every customer interaction is a step toward long-term success.
A well-structured appointment should result in one of three positive outcomes:
1. A sale—the ideal scenario where the customer finds the right vehicle and moves forward with a purchase.
2. A strong follow-up opportunity—even if the customer isn't ready to buy today, they remain an engaged prospect in the pipeline.
3. A positive customer experience—by providing valuable information and options, the dealership strengthens trust, potentially leading to a future sale.
Building a strong database is key to long-term success. By maintaining relationships with past customers, dealerships reinforce confidence and loyalty within their customer base. Strategic, well-planned appointments fill the daily sales funnel while positioning the dealership as a trusted advisor—ensuring customers make informed decisions that keep them coming back.
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Dealer Intelligence is an elite concierge service that drives results for our automotive dealership customers. We fill a void in the growing automotive industry where we leverage best practices, our highly trained staff and technology, to maximize sales for our dealer’s customer base while providing streamlined customer service.
At Dealer Intelligence, we take care of your customers, encouraging them to visit your dealership. Our process has shown to increase traffic up to 4 times what dealerships have been able to do on their own. By allowing us to work with your future customers on your behalf, you can focus on the customers at your dealership knowing that we are setting your next appointment.
Since 2014, Dealer Intelligence has delivered high quality customer contact calls for inbound leads and phone calls. 50% of our current staff started with us when we first opened our doors.
Our level of training is what every dealer should be doing with their BDC staff. We have had Phone Ninjas, Grant Cordone Training, Joe Virde and Gord Swail influence our staff and created our culture of success that we enjoy today.
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Get Your Customers Back to the Dealership with Dealer Hub IQ
Bringing past customers back to your dealership is a challenge—but we’ve made it easier than ever. Dealer Intelligence has developed a powerful program designed to re-engage customers, schedule appointments, and drive them back to your showroom.
With the launch of Dealer Hub IQ, we can now identify the right customers to contact, streamline appointment booking, and help you maximize every opportunity. Let us do the hard work so your dealership can focus on what matters most—closing deals and providing top-tier service.
