Opportunity call

An opportunity call is the unit of measurement for phone performance. It includes inbound calls about a vehicle, a trade, financing or availability, outbound calls to a lead where a live person answered, and callbacks to customers who left a voicemail.

It excludes service, parts and body shop calls, vendors, employees, job applicants, wrong numbers, robocalls and customers calling only to confirm an appointment that is already booked. It also excludes dials that reached voicemail, since no conversation took place.

Why it matters for a sales manager

Every phone metric in the store depends on this definition. Let the wrong calls into the pool and your set rate looks terrible for reasons unrelated to skill. Filter too aggressively and it looks excellent while opportunities go unworked. Write the rule down once and apply it consistently.