Germain Honda of Ann Arbor: Driving Higher Phone Appointment Conversions

The Challenge

Germain Honda of Ann Arbor (GHOAA), part of the Germain Motor Company, has proudly served the Ann Arbor community since 2012. Known for its customer-first philosophy and award-winning service, the dealership excels with in-store customers — but converting phone inquiries into showroom appointments was another story. They needed a proactive, trainable, and repeatable process to help their team capture more opportunities over the phone and get more qualified buyers through the door. 

The Solution

GHOAA implemented Call-Q, a comprehensive platform that combines real human coaching with AI-powered scoring to convert more calls into quality appointments. The partnership began with access to inbound call recordings and onboarding sessions that equipped the team with a proven framework for success. 

Call-Q's automated daily reports enabled the team to review calls, reinforce best practices, and monitor progress in real time. Meanwhile, Call-Q's customer success team provided both group and individual coaching—reviewing strengths and opportunities, conducting role-play scenarios, and driving skill retention across the entire sales team. 

The Results

The outcome was a consistent and repeatable approach that empowered every salesperson to confidently convert callers into booked appointments. In just three months, Germain Honda of Ann Arbor achieved measurable and sustained growth: 

Appointment conversion rate increased by 22.7%, reaching 55.2% in September 2025 

Call performance scores improved by 24.3%, increasing from 3.3 to 4.9 out of 7 

Appointments set jumped from 32.5% to 55.2% - a direct path to more showroom traffic 

By integrating Call-Q into their daily operations, GHOAA transformed phone performance across their sales team. The dealership now operates with a proven, scalable framework that supports continuous skill development, accountability, and measurable results—turning every ring into revenue opportunity. 

Testimonial

“With phones being such an important component to the success of our Sales Department, we signed up with Call-Q in an effort to increase our appointment percentage. Within a matter of weeks, we witnessed a steady climb in our appointment set rate. Whether it was with one of our more seasoned team members or one of our newest, each one of them benefited from the training that Call-Q provided. My Sales Managers were instrumental in this success as well, setting a benchmark for the team, holding everyone accountable for signing up for the 1-1 coaching when they fell short of the benchmark, and ensuring that they followed through. I would say that was the most difficult part, ensuring that the team signed up consistently, and beyond that Call-Q did the rest!"   

- Corey Klotz, General Manager