Traffic Freeze

January 27, 2016 / Automotive, Featured, Sales / 0 Comments /

I’ve talked to a number of people this week who have been affected by the severe winter weather that has hit parts of the country. While shoveling snow and uncovering cars customers have been sitting on the sidelines for the last few days and are waiting to come out when conditions improve.

There has been a traffic freeze affecting the northeast but dealers should not be afraid because industry numbers show that January is going to set up 2016 to be a very good year in terms of new car sales. There will be built up momentum when the weather clears up and with January’s month end close, shortly followed by Presidents’ Day weekend will set a lot of dealers up to reap the rewards in their share of traffic.

Now is the time to employ extreme measures in your follow-up from unsold prospects from last year. Just because the snow is blocking the lot doesn’t mean that there aren’t people out there who are planning to buy a vehicle and haven’t pulled the trigger yet. Several dealers I talked to are pulling old manifests from November and December direct mail pieces and calling customers who were mailed but didn’t take advantage of the sale or the year end pricing. Another dealer called and asked to pull his equity customers for several products so his sales people wouldn’t sit around and complain all day about the weather. Whatever tactic you use make sure and use this time when traffic is frozen to reach out to those who can buy when the weather improves.

About the author

John Paul Strong: As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising. With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.


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