Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Russ Chandler

Russ Chandler Product Marketing Manager

Exclusive Blog Posts

How To Find A Reliable Auto Body Repair Shop

How To Find A Reliable Auto Body Repair Shop

Finding a reliable and professional auto body repair shop is not as easy as it sounds. Unfortunately not every mechanic or auto repair shop will have your …

The Gap In Email Success - Part 3

The Gap In Email Success - Part 3

Yes Lifecycle Marketing recently released a study about gaps in email marketing. Check out the other parts of the series here: Part 1, Part 2. &n…

Are Remote Workers Happier Than Office Employees?

Are Remote Workers Happier Than Office Employees?

Here are some interesting insights about remote employees vs. office employees. I know many positions within a dealership don't have the option of remo…

Why You Need a Better Goal for 2017 than Simply “Sell More Cars”

Why You Need a Better Goal for 2017 than Simply “Sell More Cars”

The real driver of vehicle sales isn’t your new online buying widget, it’s access to credit. So, if your dealerships only goal for 2017 is to “sell m…

Car Dealer Protocol for Vehicle Sales to Customers with Built-In Breathalyzers

Car Dealer Protocol for Vehicle Sales to Customers with Built-In Breathalyzers

Working in the automotive industry is a rewarding experience, particularly working for a dealership at the front line of customer service and sales.&nb…

Making The Most Of Your Dealership's Event Sale

bbb850e195de741238dc0c813e055c05.jpg?t=1

Ask any auto dealer who has tried to put on an event sale; getting a prized promotion right can be tough. So tough, in fact, that many dealers avoid doing event sales all together. They claim that the gift grabbers and prize haters are too distracting and it makes it harder for their sales staff to sell cars.

Admittedly, we’ve found that if you don’t have a plan in place, this will be true. With a solid strategy, we have seen many dealers sell record numbers of cars over event sales. Dealers without a strategy, however, often struggle to break even on their events. Here are just a few tips on how you can cash in big on your next event sale.

Qualify Every UP

A common reason dealers don’t run event sales is because they want to avoid “gift grabbers.” By having a plan in place to qualify leads, you can very quickly determine who’s a buyer and who’s just a moocher. All you need to do is make sure that each UP is asked a few questions in a systematic way. Try asking:

  1. When they’ll be in the market to buy
  2. What kind of car they currently drive
  3. What kind of payments they are currently making

This can be recorded with the assistance of UP cards, a spreadsheet, or a program like FATWIN that has these questions baked into the software.

Call on Every Hot Lead

This sounds simple, but dealers forget about it more often that you’d think. Don’t forget to call customers in your system who you know are in the market to buy. People tend to procrastinate, and an extra phone call can be what makes the difference between someone spending their Saturday on a test drive versus on the couch.

Make sure to assign lists to your salespeople and schedule times that each salesperson should dedicate to calling. If you can provide them with a script, that would be even better, but the bottom line is that every hot lead in your system should be getting a phone call.

Sell the Right Cars

Customers who attend event sales tend to prefer used cars at lower price points. If you have the right inventory, you can move a lot of units during an event sale, but if you’re pushing 2014 luxury cars, you may come up dry.

At the end of the day, the most integral component to event sale success is preparation. If you follow these three tips, you’ll be prepared to move more cars at your next event sale.

 Unlock all of the community & features  Join Now