Car purchases, both from private sellers and car dealers, decline during the winter months. Consumers are more focused on a safe vehicle that will get them through the winter months than on a brand new car. It can be especially difficult to push sales of sportier vehicles, such as the stage 3 Roush Mustang. These tips can help you drive sales, even in the coldest and longest of winters.
Increase your marketing efforts
People are still buying vehicles in the winter months. There are just not as many consumers doing so. You have to know where to find these customers and how to bring them to your auto dealership. Marketing is an extremely effective tool for doing this, even for dealers. Increase your marketing budget during the winter months when you are less likely to get walk in sales. Opt for both print and digital marketing and customize your marketing campaign based on results.
Carry a larger inventory of winter vehicles
It is going to be harder to sell that stage 3 Roush Mustang this winter, so instead, focus on your winter vehicles. Used trucks are very useful for heavy winter ice and snowstorms. As of 2017, the Ford F series has been America?s best selling truck for 40 consecutive years since its launch in 1977. Even as a whole, trucks have seen an increased in used sales. In 2016, light trucks increased more than 7%. In fact, 60.6% of vehicle sales in the U.S. were light trucks, while cars only made up about 39.4% of sales. For the winter months, it is best to significantly increase your truck inventory.
Offer discounts on summer vehicles
You will find that some consumers are still willing to purchase summer vehicles, with the right incentives. If you have a stage 3 Roush Mustang that you want to get off the lot before summer, for example, your price is really what will sell it. You can also affect sales by throwing in additional incentives, like certified used sales. In 2015, manufacturer certified pre owned vehicle sales reached 2.55 million units. Buyers are much more likely to purchase used cars, and especially used summer cars if they know that any maintenance is covered.
Hold exclusive shopper events
One of the struggles of selling used cars for sale in the winter months is that customers simply do not think of stopping by their local used car dealer. Encouraging people to visit will also encourage people to trade in their current vehicles for newer models. You might even be able to sell that stage 3 Roush Mustang on the lot if you can bring in enough customers. Throw weekend events that are family friendly to increase the foot traffic in your dealership. Hire a DJ and offer free food and beverages. Don?t push sales and instead let your inventory speak for itself. Even if buyers are not yet ready to purchase, they will keep your used dealership in mind when they are.
Make it easier to get approved
Making it easier to get approved during these slower months can also increase sales. Used car dealerships tend to have some control over the application process, either by lowering the terms or connecting customers to guaranteed approval lenders. Working this easy approval process into the marketing can also bring more customers in to look at the used car inventory.
Used car dealerships usually do not sell as many vehicles during the winter months. People are not as interested in purchasing and it usually requires some type of a buying incentive to bring them in. There are many ways that a used dealership can increase their customer visits, and thus, also their used car sales, even during these slower months.