Foureyes Finds 15.6-Point Close-Rate Gap Driven by Sales Execution, Not Market Size
Updated
Updated · Car Dealership Guy News · Jun 1
Foureyes Finds 15.6-Point Close-Rate Gap Driven by Sales Execution, Not Market Size
2 articles · Updated · Car Dealership Guy News · Jun 1
2.6 million leads tracked across 1,150 dealerships in 48 U.S. markets through Q1 2026 showed sales-process execution—not geography or lead volume—best explained dealership close-rate performance.
15.6 percentage points separated the highest- and lowest-performing markets, with most lost opportunities occurring between first contact and appointment in the four-stage funnel.
Contact rate emerged as the metric most closely tied to close rates, ahead of market size and traffic, pointing dealers toward process fixes rather than simply buying more leads.
Des Moines led the study at a 30.1% close rate, followed by Honolulu at 28.6%, Omaha at 25.4%, Wichita at 24.4% and Milwaukee at 23.8%.
Foureyes said tracking contact, appointment set, show and show-to-sale together gives dealers a clearer view of where prospects drop out than watching close rate alone.
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