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Landing a new rooftop is exciting—but squeezing more profit from the stores you already have is usually faster and cheaper. The key metric? Contracts‑per‑sale (penetration rate).
Below you’ll find:
- A plain‑English definition of penetration
- The revenue upside of small percentage gains
- A 3‑step framework for measuring contracts‑per‑sale in Velocifi
- Proven talk‑tracks for closing the gap
- Frequently asked questions
1. What Is Agent/Dealer Penetration?
Penetration is the percentage of a dealer’s retail sales that include your F&I product—VSC, GAP, ancillary, whatever you sell.
If a dealer retailed 100 units last month and you booked 14 contracts, penetration is 14 %. That’s the exact scenario Velocifi demos when showing agents how to manage existing accounts .
2. Why a 5‑Point Lift Matters
| Dealer Volume | Current Penetration | Target Penetration | Net Gain (Contracts) | Extra Annual Gross* |
| 100 units/mo | 14 % (14 contracts) | 19 % (19 contracts) | +5 contracts | $30,000 |
| 50 units/mo | 20 % | 25 % | +2.5 contracts | $15,000 |
| 30 units/mo | 25 % | 30 % | +1.5 contracts | $9,000 |
- Assumes $500 dealer gross per contract. Multiply by 12 months.
Even modest lifts turn into serious money—without adding a single new rooftop.
3. A 3‑Step Framework to Track Contracts‑Per‑Sale
Step 1 – Pull the Retail Side from Velocifi
- Open the dealer profile.
- Note the “Units Sold (30 Days)” figure and, if relevant, how many of those units meet your product criteria (e.g., mileage band, price band). Velocifi surfaces both numbers automatically .
Step 2 – Add Your Contract Count
- Most agents export monthly contract data from their admin portal or TPA dashboard. Drop that count into a simple spreadsheet column next to the Velocifi sold‑unit number.
Pro tip: Many agencies upload this contract file to Velocifi weekly so reps see penetration right inside the dealer card .
Step 3 – Calculate & Color‑Code
Dealer 30‑Day Retail Sales Contracts Penetration Status Dealer A 100 14 14 % 🔴 Needs help Dealer B 62 25 40 % 🟢 Strong Dealer C 48 9 19 % 🟠 Moderate Anything below your target (often 25–30 %) gets a red or orange flag, instantly prioritizing your coaching visits.
4. Talk‑Tracks That Close the Gap
- “You sold 61 units last month that fit our coverage, but only wrote 20 contracts. Let’s pinpoint why 41 customers walked without protection.”
- “Nationwide, stores your size average 28 % penetration. You’re at 14 %. Raising that to 24 % adds $60k to your bottom line.”
- “Your finance managers are great on VSC but light on tire‑wheel. Let’s run a 30‑day spiff and track the lift.”
5. Frequently Asked Questions
Q: Does Velocifi automatically know my contract counts?
A: Not yet. Export your monthly contract file and import it via CSV; the platform will retain it for future calculations. Many TPAs are already passing contract counts via API, so full automation is on the roadmap.
Q: How accurate are the retail‑unit numbers?
A: Velocifi reconciles website scrapes, marketplace feeds, and auction data daily. Accuracy on sold‑unit counts exceeds 95 % in blind tests .
Q: What if a dealer sells multiple F&I products?
A: Track each product line separately (e.g., VSC Penetration, GAP Penetration) to uncover specific training or menu‑presentation gaps.
Ready to Turn Penetration Data into Dollars?
Stop guessing whether “four contracts” is good or bad. Book a live Velocifi demo and see real contracts‑per‑sale gaps across your book in minutes.
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