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: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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