It is one of the oldest adages in our industry: the final 10 selling days of any month can deliver well over 70% of monthly total sales. 2012 has proven this to be true, beginning with a record-breaking March.
If you remember, March was the first 5-Saturday month with the 31st falling on Saturday. All of our dealers were experiencing average monthly sales, and then it was gangbusters. April through July reflected the same closing surge in most cases. The point is that the activity you see after the second payday of the month through the final days is from serious shoppers ready to trade in.
Just to see what our online “consumer experts” say, I turned to Google and asked, “What is the best time to buy?” Over 375,000,000 entries were available with the majority confirming what we know – the end of the month is best! As a dealer it is imperative to make sure everyone is aware of forecast status and what it will take to win.
In the spirit of the recent Olympic Games, remember this: everyone enters the race with high hopes, but only one wins a gold medal. Finish big or no gold!
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
