We all know how the dealership sales cycle works. April is usually quiet, things pick up towards the end of May and then in June, sales go through the roof to coincide with the EOFY. But what next?
The July sales slump can be challenging, but it need not be that way. Here are our top tips to help boost your July sales and get your business back on track by December, in time for the next sales spike.
Be strategic in what you promote and sell
Come July, many dealerships experience shortages of certain stock. Instead of putting out a generic advert saying, “July sales event, come and see us”, be strategic in your thinking about what you’re going to promote and sell, based on supply.
If you have a larger stock of one particular vehicle, focus on selling that. Assess where your opportunities lie; think about who your target audience is and align that with your database.
If you’re hiring, invest in sales cadet coaching
Many dealerships let sales staff go in April due to the pandemic but are now realising that they need more staff. If you are hiring new recruits, be sure to train them up – fast!
While other coaching companies may take 12 months to get newbies up to speed, we’ll do it in 9 x 1h webinar sessions over 2-3 days.
If you’re going to invest in training, the last thing you want is for sales staff to come back enthused, then forget what they’ve learnt within days. That’s why we follow up our cadet coaching with on-site training – to really entrench those newly learnt skills into their behaviours.
Consider holding a sales event
There’s no better way to kickstart your quarter than with a sales event. It’s an opportunity to take stock of your sales team, train them up for the event, create goals and work towards them.
Holding a July sales event will not only boost your sales, it will also give your dealership momentum moving forward. We have a solid closing ration on the floor (55%), but even if customers don’t purchase on the day, a sales event opens opportunities to lock in future appointments.
At DTS Experience, we can oversee the entire sales event or work in partnership with you, if you’d rather run the show. Best of all, you only pay when the appointment arrives into the dealership, so you have nothing to lose and everything to gain.
Purify and mine your database
How is your database looking? Who is ready and active? Do you know which customers you’ll be reaching out to in the new financial year?
If your database hasn’t been maintained in a while, now is the time to freshen it up. We can help with this. As part of our Appointment Drive service, we’ll purify and prepare your database, ensuring it is up-to-date and accurate. That way, you’ll have a clear understanding of who is ready to come in, when and what they’re ready to buy.
Motivate your dealership sales staff
At this time of year, your sales staff will be coming off the high of the EOFY sales rush. As July ticks along, the downturn in sales can leave sales staff feeling disheartened and unproductive.
There’s no better time to give them a morale boost, with a little help from us. Whether you choose to put on a sales event or invest in our specialist coaching, our services will help keep sales staff focussed, busy, and productive.
Reassess your marketing
July is a great time to evaluate your marketing performance. How are your marketing activities tracking against sales? If your current marketing efforts are not generating leads, it may be time to try something else.
Another tip is to plan ahead. Ideally, you should have your marketing calendar locked in for the next six months. You should also factor in your lead generation plans. How much are you prepared to spend on marketing to generate leads?
Ready to take your business to the next level?
There is no better time to invest in sales events and/or coaching to help boost your dealership’s new financial year sales and get you on track by December. Remember, we offer on-site and off-site solutions, so we can work around the COVID-19 restrictions to steer you towards success! Get in touch today!
Ph: 1300 944 112