Phone Ninjas
Phone Ninjas provides recurring phone coaching, mystery shopping, and instructor-led training exclusively to US automotive dealerships, using certified coaches to score real calls weekly and drive appointment-set and show-rate improvements across sales, BDC, and service departments.
- Company typePrivate
- Founded2010
- HeadquartersCharlotte, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Phone Ninjas does
Phone Ninjas is a privately held, US-based services company founded in 2010 and headquartered in Charlotte, North Carolina, that provides phone-analysis, coaching, and training services exclusively to automotive dealerships. Its core offering is Active Coaching, a month-to-month subscription program (starting at $449/month, no setup fees, no long-term contracts) in which certified human coaches listen to a weekly sample of real dealership calls across sales, BDC, and service departments, score them against a proprietary automotive-specific rubric, and deliver one-on-one feedback to individual reps. The company complements this with instructor-led training (in-person or virtual via Zoom at roughly $4,000 per multi-session package), automotive phone mystery shopping (offered as a free lead-generation tool), and a library of free proven phone scripts and video content.
The underlying technology is services-led rather than software-led: call recordings are reviewed manually against a detailed scoring rubric, with weekly trend reports delivered to dealership management; the company states it works with all phone systems, CRMs, and call-tracking providers and requires no software installation. Its go-to-market is sales-led and direct, with a freemium mystery-shop offer as the primary top-of-funnel conversion mechanism, supported by content marketing across a company blog, YouTube video library, and social channels (Facebook, LinkedIn, Twitter/X, TikTok). Revenue is generated primarily through recurring monthly Active Coaching subscriptions, supplemented by one-time instructor-led training engagements and occasional paid mystery shops.
The customer base consists entirely of car dealerships and their sales, BDC, and service teams across hundreds of US rooftops, with stated outcomes including 50%-to-70% appointment set rate improvements within 30-60 days and aggregate client gains of roughly 300% on key phone metrics. Leadership is partner-led, with Chris Vitale serving as COO | Partner and Mike Hoyser as VP of Training; the company operates with 101-250 employees and has not disclosed external funding, ownership stakes, or acquisition activity.
Phone Ninjas firmographics
Firmographics- Name
- Phone Ninjas
- Legal name
- Phone Ninjas
- Website
- https://phoneninjas.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Phone Ninjas provides recurring phone coaching, mystery shopping, and instructor-led training exclusively to US automotive dealerships, using certified coaches to score real calls weekly and drive appointment-set and show-rate improvements across sales, BDC, and service departments.
- Ownership category
- akta.pro rank
Phone Ninjas industry classification
Industry- Product category
- Automotive Dealership Sales Training
- NAICS
- Professional and Management Development Training (611430)
- akta.pro primary industry
- 1:1 Speech, Rhetoric & Communication Coaching (EDAMAOAK)
Keywords
Where Phone Ninjas is headquartered
LocationHeadquarters
- HQ city
- Charlotte
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Phone Ninjas business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Active Coaching Program: Ongoing monthly coaching program where coaches listen to real dealership calls weekly, score them, and deliver one-on-one feedback to reps. This is the primary recurring revenue stream, operating on a month-to-month basis with no long-term contracts.
- Instructor-Led Training: Intensive in-person or virtual training sessions delivered as focused single engagements. Can be used as a launching point before transitioning to ongoing Active Coaching. Priced as a flat fee per session or package.
- Mystery Shopping: Free initial mystery shop to demonstrate value and identify performance gaps. Additional or follow-up mystery shops may be offered as paid services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Active Coaching - Monthly Subscription |
| One time/ perpetual license | Multi-year contract | Virtual Instructor-Led Training - Per Team Session |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Phone Ninjas product offering
Product offeringCore offering
Phone Ninjas provides ongoing phone coaching and training services for automotive dealerships. Certified coaches listen to real dealership calls weekly, score them against a detailed automotive-specific rubric, and deliver one-on-one feedback to sales, BDC, and service reps. Offerings span a monthly Active Coaching subscription, Instructor-Led Training (in-person or virtual), and automotive Phone Mystery Shopping evaluations.
Product overview
Phone Ninjas is a specialized automotive phone training and coaching company offering a unified service portfolio for car dealerships. The core offerings include Active Coaching (an ongoing monthly coaching program with real call review and one-on-one feedback), Instructor Led Training (intensive single-session training in-person or virtual), Phone Mystery Shopping (automotive mystery shopper evaluation), and Proven Phone Scripts (battle-tested word tracks for sales, BDC, and service). These are complemented by a Video Library of free training content and a Blog/Resource Center. The company also offers Virtual Online Training as an alternative delivery format for instructor-led sessions. Pricing starts at $449/month for Active Coaching with no setup fees or long-term contracts.
Differentiator
Problem solved
Functional benefit
Products and services
- Active Coaching Ongoing month-to-month coaching program where certified Phone Ninjas coaches listen to real dealership calls weekly, score them against a detailed rubric, and deliver personalized one-on-one feedback to sales, BDC, and service reps. Designed for car dealerships looking to make phone skills stick through recurring reinforcement rather than one-time training.
- Instructor-Led Training Intensive single-session training delivered in-person or virtually, covering structured sales processes, word tracks, and appointment-setting techniques for car dealership sales, BDC, and service teams. Used as a launching point before transitioning to ongoing Active Coaching.
- Phone Mystery Shopping Automotive mystery shoppers pose as real car buyers calling the dealership; a detailed scorecard is delivered showing how the team handled the call. Used to objectively surface phone performance gaps, with an initial free mystery shop offered and additional shops available as paid services.
- Virtual Online Training Live virtual instructor-led training delivered via Zoom covering a 7-step inbound process, 10-step outbound process, objection handling, and service and parts processes across four 90-minute sessions. Example pricing: $4,000 for up to a 20-person team with no travel expenses.
Quantifiable outcome
- Appointment set rates can improve from 50% to 70% within 30-60 days
- +6 more outcomes
Companies that use Phone Ninjas
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles1 record
Phone Ninjas technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Phone Ninjas partnerships and signals
Strategic signalScale indicators4 records
Recent moves3 records
Expansion highlights5 records
Phone Ninjas competitors and assessment
Company assessmentDirect peers
- DealerSynergy: Automotive sales training and BDC coaching firm for dealerships. It is the closest direct competitor to Phone Ninjas because it also delivers recurring, phone-based coaching and consulting to dealership sales teams using a similar sales-led GTM.
- Joe Verde Group: Long-running automotive sales training and management company serving car dealerships with sales process training, workshops, and books. Comparable to Phone Ninjas in that it sells ongoing sales-skills development to dealer sales staff.
- Better Car People: Phone answering, texting, and customer engagement service specifically for car dealerships. Comparable because it sits in the same dealership phone-handling workflow Phone Ninjas coaches, but delivers it as an outsourced service rather than coaching.
- ActivEngage: Customer engagement platform for dealerships handling messaging, chat, and phone leads. Comparable customer base and mission (maximizing inbound phone/internet lead conversion) but positioned as a tech platform rather than a coaching service.
- Kain Automotive: Automotive sales training and consulting firm offering workshops, management training, and coaching to dealership staff. Comparable to Phone Ninjas in target customer, recurring revenue model, and use of trainer-led sales coaching.
Broad incumbents
- VinSolutions: Largest dealership CRM platform owned by Cox Automotive, with phone tracking, lead management, and BDC workflow tooling. Comparable because it sits in the same dealer phone/lead workflow, but it is a broader technology suite rather than a niche phone coaching service.
- Drive Centric: Automotive CRM and customer engagement platform focused on phone, text, and email follow-up for dealership BDCs. Comparable in its focus on phone-based lead handling for dealerships, but as a broader software incumbent rather than a coaching service.
- Cox Automotive: Parent of VinSolutions, Dealertrack, Kelley Blue Book, and Autotrader, providing a wide portfolio of dealership technology and services. Comparable because it owns tools that overlap with Phone Ninjas' phone performance and lead-conversion domain at scale.
Others
- NCM Associates: Long-standing dealership operations and management consulting firm offering benchmarking, training, and 20 Groups. Comparable customer (US dealer groups) but adjacent - general operating consulting rather than phone-specific coaching.
- Dealer Teamwork: Automotive digital marketing and merchandising platform for car dealerships, with SEO, video, and lead-handling tools. Comparable customer segment and lead-conversion mission but adjacent - paid media and merchandising rather than phone coaching.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Phone Ninjas social profiles
Digital presencePhone Ninjas financial estimates
Financial estimateRevenue estimate
Valuation estimate
Phone Ninjas leadership team
Management profileNumber of profiles
Profiles2 records
Phone Ninjas funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Phone Ninjas M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Phone Ninjas
What does Phone Ninjas do?
Phone Ninjas provides ongoing phone coaching and training services for automotive dealerships. Certified coaches listen to real dealership calls weekly, score them against a detailed automotive-specific rubric, and deliver one-on-one feedback to sales, BDC, and service reps. Offerings span a monthly Active Coaching subscription, Instructor-Led Training (in-person or virtual), and automotive Phone Mystery Shopping evaluations.
Is Phone Ninjas a public or private company?
Phone Ninjas is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Phone Ninjas founded?
Phone Ninjas was founded in 2010. It employs 101 to 250 people.
Where is Phone Ninjas based?
Phone Ninjas is headquartered in Charlotte, United States, in the North America region.
How does Phone Ninjas make money?
Three revenue lines are on record. Active Coaching Program is the primary driver. The others are instructor-Led Training and mystery Shopping.
Who are Phone Ninjas's main competitors?
Direct peers on record are DealerSynergy, Joe Verde Group, Better Car People, ActivEngage and Kain Automotive. Broad incumbents are VinSolutions, Drive Centric and Cox Automotive. Others are NCM Associates and Dealer Teamwork.
Does Phone Ninjas have an API?
No public API is recorded for Phone Ninjas.
What industry is Phone Ninjas in?
Phone Ninjas's product category is Automotive Dealership Sales Training. Its primary akta.pro industry code is EDAMAOAK, 1:1 Speech, Rhetoric & Communication Coaching. Its NAICS code is 611430.