ith the winter clouds clearing away and the warmth of the spring hinting around, dealerships are gearing up for one of the year's busiest seasons. Spring months, beginning from March and going all the way into the summer months, see maximum car sales. This is precisely what makes this season most profitable for dealerships.
But simply opening your doors and waiting for customers to come in isn't enough. To truly thrive in the spring rush, you need to be proactive and prepared. You need to attract customers from afar and give them a reason to visit your dealership, even if it is just for browsing. But how do you do that? That's what we will uncover here.
In this blog, we will ride through the essential tips that will take your dealership from an establishment to a 'sanctuary of offers,' where there's a deal for every customer. Let's begin, shall we?
Let’s jump right into it. Here are the seven essential tips that will help you make the most of the spring surge:
Inspect and Update Inventory and Pricing
Inventory:
First things first, your dealership's inventory needs to be updated so that your entire team has the updated inventory list and meets the changing demands of the customers. With the winter winds taking a steady exit, customers will also be waving goodbye to winter essentials for their vehicles.
No more stocking winter and snow tires or snow brushes or antifreeze; get those sun shades, seat covers, and coolants out in the window.
Then, move on to updating your lot. Spring and summer months see a steady rise in demand for fuel-efficient cars such as sports cars, convertibles, SUVs, vans, and EVs.
Pricing:
Ensure that you offer competitive pricing for your vehicles without sacrificing your profit margins. Whether you are selling used cars or new ones, your customers will come in with expectations that match their spending limit and budget. So, keep special offers and incentives ready with a mix of financing options and easy loans.
Keeping your pricing updated as per market data and historical trends will ensure that more customers are attracted to your dealership for fair pricing.
Indulge in Spring Cleaning and Spruce Up the Place
First impressions still matter, and you can leverage that to your advantage. Spring means a fresh and positive outlook after months of winter blues. Updating your dealership to look spring-ready will go a long way in attracting customers.
Start with cleaning and organizing. A clutter-free and tidy environment allows customers to focus on browsing vehicles and engaging with sales staff without distractions.
Here are a few tips to get you started:
- You can begin by removing carpets and cleaning up the floor to make it look pristine. Go an extra mile to make your floors shine and reflect the lighting (or even your image).
- Get rid of winter season decorations and incorporate colorful elements into your dealership such as colorful streamers and pennants, promotional signage, car dealership balloons, and inflatables and blow-up man.
- Incorporate spring colors such as yellow, blue, green, and pastels to look spring-ready. These colors symbolize a positive outlook and create a beautiful look for your dealership.
- Clean up the windows, upholstery, waiting area, and restrooms. Use room fresheners in scents of lavender, rose or citrus. And you may also want to get rid of the sight of radiators and think of updating your central cooling system.
Gear Up with Seasonal Promotional
Spring presents a fantastic opportunity for dealerships to run creative and enticing seasonal promotions to attract customers. During this season, consumers are often more inclined to make purchases as they emerge from the winter slump and look forward to new beginnings. By offering seasonal promotions, you tap into this natural inclination and motivate potential buyers to visit your dealership.
Here are a few ways you can leverage seasonal promotional opportunities to double your sales:
- Spring Clearance Sale: Capitalize on the spirit of spring cleaning by offering special deals on pre-owned vehicles. Highlight the quality and reliability of your pre-owned inventory and offer additional incentives such as complimentary vehicle inspections, extended warranties, or maintenance packages.
- Spring Trade-in Upgrade: Encourage customers to trade in their current vehicles for an upgrade by offering enhanced trade-in values or bonuses. You can increase the demand for fuel-efficient vehicles that are more popular during this season.
- Tax Return Incentives: As the tax return season begins, consumers can spend this return on vehicles. Promote offers that subtly encourage these consumers to use their tax returns, such as for down payments.
- Spring Service Special Packages: Use promotional signage to promote seasonal maintenance packages or service specials to help customers prepare their vehicles for the warmer months ahead. Offer discounts on services such as tire rotations, oil changes, air conditioning inspections, and fluid checks.
Use Technology to Enhance Customer Experience
With technology taking over most aspects of your customer's life, they expect the same seamless experience everywhere. You can bring this upgrade to your dealership and ensure that your spring offers are available for them to explore without having to visit your dealership every time physically.
Let's take a look at some of the tools that you can use to maximize your spring fest:
- Dealer Management System with CRM Capabilities: No need to invest in stand-alone CRM platforms. Utilize DMS with CRM capabilities to leverage communication tools and enhance customer experience across all touchpoints. This way, you can promote your spring offers and deals to your entire target audience in no time.
- Virtual Showroom Tours: With the advent of virtual reality (VR) and augmented reality (AR) technologies, you can offer virtual showroom tours that allow customers to explore the inventory from the comfort of their homes.
- Online Appointment Scheduling: Implementing an online appointment scheduling system on your website allows customers to book test drives, service appointments, and showroom visits at their convenience.
- Online Financing Tools: Providing online financing tools such as loan calculators, pre-qualification forms, and digital credit applications simplifies the financing process for customers.
Boost Your Online Presence and Leverage Social Media
Your audience relies heavily on the internet for research and decision-making. It is imperative to have a strong online presence and utilize social media to ensure your dealership gets its much-needed visibility.
Start with developing a user-friendly website and running targeted digital marketing campaigns to reach potential buyers in your local area. Utilize search engine optimization (SEO) techniques to ensure your dealership appears at the top of relevant search results.
With more than 70% of users using platforms like Facebook, Instagram, and Twitter, social media provides an unparalleled opportunity to reach a vast audience. Engaging content, such as photos and videos showcasing your inventory and attractive deals or offers, can attract attention and drive traffic to your dealership.
Host or Sponsor Local Events
One of the best ways to attract the spring rush to your dealership is by actively participating in community gatherings, sponsoring charity events, or organizing your own car-related activities.
It targets the right audience, enhances brand visibility, and fosters community engagement. It also facilitates direct customer interaction and provides you a chance to showcase your top-notch customer service and offers. As people are already in a relaxed and fun mood, they are more likely to take interest in the deals that you offer, increasing the likelihood of sales.
By actively participating in local events, your dealership can build a strong presence in the community and drive business growth in the upcoming spring season and beyond.
Prepare for Increased Service Demands
As the temperatures warm up, creating perfect conditions for road trips and vacations, there's typically a surge in the demand for vehicle servicing. Customers will continue to visit your dealership for service needs and essential repairs that will get them ready for the fresh breeze.
Ensuring your dealership is prepared to handle this increase in service requests is essential for maintaining customer satisfaction, retaining business, and maximizing revenue opportunities.
Start with assessing your equipment and tools. Check thoroughly the things you will need to meet the increased service demands. For example, you will see an increase in the demand for oil and filter replacement, cooling system service and flush, parts replacement, etc.
Then, ensure that you have enough staff members to handle this surge. You can employ part-time workers in the service department and increase sales personnel. Additionally, ensure everyone is trained and follows a code of conduct to deliver excellent customer service.
Wrapping Up!
As spring begins to bloom and the warmth of the sun beckons, your dealership stands at the threshold of a bustling season filled with opportunity and excitement.
With an organized and updated inventory backed by powerful promotional tools and advanced DMS, you can meet your customers at all touchpoints, increasing the chances of improved sales.
Above all, keep the customer at the forefront of everything you do. Provide exceptional service, deliver value, and foster meaningful connections with each individual who walks through your doors.
So, as you gear up for the vibrant and bustling months ahead, embrace the spirit of renewal and possibility that spring brings. And don't shy away from coming back here for some more inspiration.