• 6 Strategies to Convert Leads Over the Phone

(EDITOR’S NOTE: This MRAA blog was built from the PowerPoint presentation from the April 30, 2025 MRAA Ask the Expert Webinar “Unlocking Success, One Click at a Time”)

By Bob McCann, MRAA Lead Certification Consultant & Mike Markette, Heartbeat Labs

You know you have invested time and budget into digital marketing that delivers because your phones are ringing, leads are coming in and interest seems high. However, if those leads aren’t converting, the missing piece might not be your marketing — it’s more likely your phone strategy. For many boat dealerships, the phone is the critical link between online interest and in-store appointments, yet it’s often overlooked. In this blog, we outline a proven, well-structured approach to phone lead conversion, with six strategies to sharpen your team’s skills, improve first impressions and help your digital marketing efforts truly pay off. It’s time to focus on the art of the phone call.

Tip 1: Marketing Success Isn’t the Finish Line

While a ringing phone or a full inbox may signal marketing success, it’s just the beginning. Actual sales happen when prospects transition smoothly from interest to action.

Your lead’s arrival is just the beginning — properly handling these leads is the key to unlocking their true potential. To maximize your leads, you have to do tracking and handling. Understanding where your leads come from helps you track your ROI on digital marketing campaigns. Remember, this first contact is often a customer’s first impression of your dealership, so a strong impression is non-negotiable!

Sharpening your skills for success is critical in sales.

• Consider this: NHL forwards have faced off thousands of times in their careers, yet they constantly refine their techniques to be more effective. (Go Lightning!)
• Likewise, you’ve answered the phone thousands of times—but are you doing it in the most effective way, every time?
• We are here today to help you maximize your digital advertising efforts.
• We will be focusing on the leads that arrive by phone.

Tip 2: Phone calls: The Essential Bridge

Phone calls serve as the vital connection between marketing efforts and closing sales. Ensure callers reach a salesperson — don’t fall into the trap of missed opportunities. Here are five missed opportunities that can tear down your bridge:

1. Missed calls: Nobody picks up and the customer never calls back.
2. On-hold hang ups: The caller is put on hold, but hangs up out of frustration.
3. Sales agent not available: Caller is transferred to a sales agent, but they are not available or they are not available at the time of the request. Either on hurts.
4. Sales agent unable to answer customer questions: Customer connects with a sales agent, but they cannot answer the customer’s questions and request for more details on the boat. A lack of knowledge about the product can derail a sale.
5. Sales appointment not established: Contact is made and boats were discussed, but an appointment to go deeper and to visit the showroom is not set.

Tip 3: Build Rapport by Addressing Needs

You’ve heard it a million times, building rapport is key. The easiest way to make a prospect like you is to answer their questions and make their call worthwhile.

When someone calls to inquire about a product — whether it’s a dinner reservation or a major purchase, like a wake boat — the person answering the phone plays a crucial role in shaping the shopper’s willingness to continue the conversation. If they reach out to a business seeking details beyond what’s available on their website, the way the representative responds can either encourage them to move forward or reconsider altogether. Sadly, more times, it’s the latter. An upbeat rep with product knowledge will make the phone call more enjoyable and makes the lead look forward to the dealership visit.

Tip 4: Three Core Pillars of a Great Call

The three core pillars of a great call, include:

1. Create a positive experience — Create a positive experience by answering their questions — focus on excellent customer service.
2. After earning trust, collect contact information — After earning trust, collect essential contact information: Name, email address and confirm the phone number from caller ID.
3. Schedule a showroom visit or test drive (demo) — Guide the conversation toward scheduling a showroom visit or test drive. Always aim to secure the next step.

By following these three steps, you’ll see an increase in appointments and, consequently, in sales. You will increase your boat sales with a daily focus on your appointments that include:

• Phone Calls
• Web Leads
• Be Backs

Tip 5: Interactive Training Methods

Utilize recorded calls from your website’s listings for team learning. Have the salesperson critique their performance and encourage group feedback for collective improvement. Leverage AI tools with microphones and speakers to simulate customer interactions. Let your sales team practice handling calls with an AI customer for effective training. For salespeople to truly adopt and apply these skills, accountability is crucial.

Tip 6: Follow-Up Makes the Difference

Log all prospect details in your CRM system. Follow up with an email or text thanking them for their time and interest. Include links to more information about the boat. A thoughtful email, combined with a polished signature, serves as a lasting reminder of your name and your dealership. Think of it as a digital business card that ensures your dealership and sales team member’s name stays in their mind. Remember following up after a sales call should be for total selflessness!
Use these two resources to avoid future missed opportunities:

1. Dealer incoming sale call phone script
2. Phone call follow-up

The Art of the Phone Call

In today’s market, digital ads might spark interest, but it’s the phone call that often determines whether a lead becomes a sale. By using a well-structured approach — built on responsiveness, rapport and follow-up — you can transform your dealership’s phone interactions into a powerful sales tool. Each call is a critical bridge between your online marketing and real-world showroom traffic, and with the right training and accountability, your team can walk that bridge with confidence. Implement these phone call strategies to not only improve conversions and manage your leads, but also to create a consistent, professional experience that keeps customers coming back.

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Have questions or want to watch the MRAA Ask the Expert webinar for this content? Contact Bob McCann or click here.