MGT-02
Funnel Worksheet
Build both funnels from ninety days of your own data, mark the gap against every standard, and name the one stage with room left in it.
The window
100% same day
Clean the denominators before you divide. Dedupe leads by phone; count the greeter sheet against logged ups for a full week. Under 90% logged, stop — you do not have a funnel yet.
The internet lead path
| Measure | Actual | Standard | On / Off |
|---|---|---|---|
| Time to first response, in business hours | 15 min 100% inside 1 hour | ||
| Internet lead → appointment set | 55% | ||
| Appointment set → shown | 75% | ||
| Shown appointment → write-up | 85% | ||
| Write-up → close | 65% | ||
| Internet lead → sale, net, cumulative from the top | 22-25% |
The floor-up path
| Measure | Actual | Standard | On / Off |
|---|---|---|---|
| Ups logged in the CRM, same day, against the greeter sheet | 100% same day | ||
| Showroom up → demo ride | 40% of showroom ups | ||
| Floor up → write-up | 45% | ||
| Write-up → close | 65% | ||
| Floor up → sale, cumulative from the top | 25-33% |
Raw counts first, both funnels. Stage conversion is this stage divided by the one before it, never by the top of the funnel. Then cumulative, then the gap in points against the standard.
Raw counts and the gaps, both funnels side by side
| Stage | Internet: count | Stage conv. | Cumulative | Gap, in points | Floor: count | Stage conv. | Cumulative | Gap, in points |
|---|---|---|---|---|---|---|---|---|
Multiply your own chain against your own net
| 1 | Set rate x show rate x write-up rate x close rate 22-25% | |
| = | Your actual internet lead to sale, net | |
| 3 | Write-up rate x close rate 25-33% | |
| = | Your actual floor up to sale |
Prove the weak stage — move one stage to standard, hold every other one
| 1 | The stage with the biggest gap, named | |
| 2 | Units delivered in the window, at today's numbers | |
| = | Units with that stage at standard, carried to deliveries | |
| − | Extra units | |
| x | Blended total gross per retail unit $3,015 blended total gross per retail unit | $ |
| = | Dollars sitting in one stage, per quarter | $ |
The close rate that stage would have to carry
| 1 | Units you want | |
| ÷ | Write-ups you actually produced | |
| = | The close rate required with nothing else fixed 65% |
What the arithmetic on this page uses
- $3,015
- blended total gross per retail unit
- $3,060
- $2,900
- 22-25%
- 25-33%
- 100% same day
The weak stage, the arithmetic, the behavior
$
One page, two funnels, the gaps, the weak stage, the arithmetic and the dollars, signed and dated. Run the store funnel monthly and the per-person funnel (MGT-03) quarterly.