JudgeService, provider of UK car dealer reviews, has collated the results from 10,000 customer surveys and claims it reveals the true reasons why many dealers are missing out on sales.

When it comes to stalled sales success, almost a quarter (24%) of those questioned said they walked away because the 'overall deal' wasn't attractive enough, while 22% were unhappy with the part exchange offered and 9% said they were put off by the sales experience.

The JudgeService data also revealed 35% of customers who chose not to buy were still in the market 48 hours after visiting the dealership, presenting executives with a valuable opportunity to address problems and convert missing sales after the initial visit.

The customers in the survey enquired either in person, by phone or online at dealerships across the UK using JudgeService's ProAct product.

JudgeService sales director Dale Woodley said: "In an increasingly competitive market, it's crucial that dealers secure up-to-date customer feedback, allowing them to stay one step ahead of their peers.

"The results from our data show how easily a sale can be lost, but they also demonstrate that it's not the end of the road if you don't secure a sale on the customer's first visit.

"More than a third of those that didn't buy were still in the market, which presents a golden opportunity for dealers to make improvements based on feedback received, bringing the same buyers back to the forecourt.

"Although factors such as the perception of the value of the overall deal and part exchange offered to customers will often be a sticking point, I'm sure most dealers would have the means to stack a deal to make it more attractive. The experiece can also be improved through training and employee development - a small price to pay for converting a potential 4,000 buyers out of this small sample alone."