The industry has ups and downs but winter is typically a time that dealers are fearful of dwindling sales.
If you’re in a leadership role at your dealership you’ll want to read this until the very end.
Here in Michigan snow is piled up everywhere and you want to sell more cars right?
Here’s a full proof plan for helping your dealership bring in more money in the winter.
Get your pen and paper and write this down…
Step 1. Remember that your sales people are there to “sell”.
Step 2 hire some people at $10 an hour to bring your cars so that your six-figure people can stop acting like they are lot porters.
If you keep asking your sales people… Commissioned sales people… To broom snow off of your cars, your leadership skills are definitely in question.
There’s an old saying “don’t have a $100 per hour person doing a $10 per hour job.” And before any of you try and act like it will help them “get familiar with the inventory” you can spare me the BS.
You’re just too much of a tightwad to spring for short term staff over the winter to keep your car is broomed.
You can post an ad on craigslist for $10 or $15 per hour people, get four people or five people in there every morning after a big snow. You may do this for a total of 20 days. Let’s just say you’re paying $15 an hour to four people. That’s $60 per hour. Let’s say take them two hours to broom the snow. That’s $120. Let’s say you do that for 20 days. That is a total of $2400.
What’s your average gross per unit?
Now how many sales did you lose because your entire sales staff wasn’t prospecting, wasn’t following up, wasn’t able to take phone calls?
Pull your head out of your behind and get some people in there to broom your cars who don’t generate revenue.