On a Wednesday morning do you have your music playing, balloons in the showrooms and banners draped across the front windows? If you don’t – then how many cars do you expect to sell that Wednesday? If you have ever heard the phrase “the speed of the boss is the speed of the gang” then you will appreciate this article.
People like to do business where business is being done. Activity breeds activity – you don’t have to go to Harvard to find this out, but you do have to be able to create activity even when there isn’t a lot of it. A Saturday morning sales meeting is probably much more rockin’ than a Wednesday morning right? Maybe the balloons, the hot dog vendor coming in a few hours or maybe, just maybe, the sales staff anticipates a big day. What usually happens, most Saturdays are bigger than the weekdays leading up to them.
This is not a coincidence; a buying atmosphere will induce the sales people to sell as much as it will the customers to buy. Your job is difficult but can be done, and it is to always have something going on. So you can’t put balloons on the lot during the weekdays because of a sign ordinance, that’s fine – fill the showroom and service lounge daily. Post the ad specials on stands in showroom. Create the atmosphere that mirrors what you do on a Saturday and you may be surprised.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.