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Every section of the United States seems to be mired in the proverbial “Dog Days of Summer” – record heat day after day that can leave your tail draggin’. On the flip side, every car dealership in the United States knows if you want to keep trackin’ you can’t be draggin’. It’s time to get into Attack Mode and go big for the next 60 days.
Leaving July, car sales totaled 8.4M, up 14% YTD and it appears incentives are climbing along with the temperature. Make sure you get your team revitalized because shoppers in that 10-year-old fleet are coming in to buy. If they come on your lot during this kind of heat, you know they are buyers. If they don’t buy today, then they will in the next 60 days.
The bottom line is this: after these next 60 days you are looking at October and November. That means a Presidential election and football Saturdays. As the temperature gets cooler, your buyers will cool off. Now’s the time to communicate the incentives, consider a 60 day sales contest and make sure you’re marketing the best opportunities while steering clear of advertising inventory problems. Attack with your best and expect the best 60 days from top to bottom!
Tomorrow: Attack Mode part 2 – Best Offers of the Year
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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.
