Christmas and New Year isn’t generally one of the best times to sell Motor Vehicles. People are often away on holidays, and generally don’t have the time to attend a dealership to buy a car.
In saying that, where there is a will there is a way. There are strategies that your dealership can use to sell more cars over the holiday period.
Here a 5 Ways your dealership can sell more cars over the Holiday Period.
1. Adapt to the Customer
People are always looking to buy cars, even during Christmas and New Year period. However, what many people do is they search for cars to buy but often delay proceeding with the purchase until after the holiday period. The only way that you are going to be able to sell cars over the busy Christmas and New Year period is to adapt to the customer.
When you receive an enquiry or a customer attends your dealership in the weeks leading up to Christmas, try to find out how much they are willing to spend and more importantly when they are looking to make a purchase. This way you can gage each prospects individual circumstance and create a proposal which better suits their individual needs. The more aligned your sales proposal is to each individual customer, the greater the chance you have of converting a sale, even during the busy holiday period!
2. Run a Christmas Sale
What’s the best way of increasing sales? Offer a discount or savings. When Aussies are spending thousands on Christmas gifts, the only way that you are going to be able to convince prospective buyers that now is the best time to buy a car is by offering them a limited time discount on the vehicle price. You need to do something that makes potential buyers want to buy now instead of holding off.
In the weeks leading up to Christmas, put together a sales strategy where you slightly adjust your pricing strategy so that you can build interest and speed up the decision-making process. Get together with your accountant and find a price point that is both good for the customer and still generates a healthy margin for your dealership. The more appealing your offer is for a customer, the more likely they will be to buy now instead of waiting until early in the new year.
3. Create a Sense of Urgency
This is arguably the most important tip! To get people to buy cars during the busy and expensive holiday period you need to create a sense of urgency. You need to convince customers that now is the best time to buy instead of waiting an extra month. To do so you need to offer them something they can’t refuse.
Like mentioned in point number 2, run a sale or promotion, but have the offer end during the Christmas period. This way you will create a sense of urgency which will motivate potential buyers to decide now. Creating a sense of urgency will help your dealership convert leads into sales during the busy holiday period and will limit time wasting leads, it’s a win-win.
4. Keep a Close Eye on the Competition
To maintain a strong competitive advantage your dealership needs to constantly keep an eye on your competition and what they are doing during the holiday period. The reason why this is so important is your competition may adjust their offering for buyers.
If you fail to realise a competitor has updated their pricing or sales strategy throughout the holiday period, you will struggle to convert sales. Think about it, if your competition is offering a similar vehicle for a few thousand dollars less than yours, who will they go with? It is important that you keep a close eye on what your competition is doing, and you adapt your offer to either match or better what they are doing. Adapting to your competition is a vital component of generating sales during and beyond the holiday period.
Related Article: 5 Challenges Facing Motor Dealers in 2022.
5. Offer Surprise Deliveries
Cars have always been a great gift. Whether it be a Birthday or even at Christmas. A great way to sell more cars during the Christmas period is to offer surprise vehicle deliveries in the days leading up to Christmas.
Imagine being a customer and seeing a Car get delivered the day before Christmas! They will be shocked, and their Christmas will be made! Try to find a good vehicle delivery provider or even, if possible, deliver the vehicle yourself. Offering a guaranteed delivery by Christmas could be all it takes to get someone to purchase from you during the Holiday season.
The holidays have never been the best time to sell Cars, but it doesn’t have to be that way. There are strategies that your dealership can use to increase sales and conversion throughout the busy holiday season. The 5 tips mentioned above are a few great, proven ways you can increase sales during the Christmas and New Year period.
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EasyCars by Jeal is an Australian, web-based, dealer management system that automates the buying and selling of motor vehicles. Using the latest technologies, EasyCars removes frustrations experienced at the dealership and opens your doors for greater growth.
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