Finish the Year Strong: Holiday Sales Strategies for Automotive Professionals

The final sprint of the year is here, and the energy is electric! Over the past week, engagement from all of you has been incredible. Our team at Ram and I have been deep in calls and strategy sessions with so many of you, and it’s clear: you’re putting in the work, and it’s paying off.

Since the election, consumer sentiment has shifted, and those elusive shoppers you’ve struggled to reach are now turning into buyers. Why? Because you’ve stayed persistent and consistent. But let’s keep it real—not everyone is ready to sign on the dotted line just yet. Plenty of shoppers are still out there, and they’re buying this holiday season.

Here’s a critical reminder: they didn’t submit a lead to buy a car for Valentine’s Day. They’re buying now, and they need to buy from you this holiday season.

The Key to Winning: Create a Professional Buying Experience

Did you know that 64% of consumers value the experience over price? Shoppers aren’t looking for flashy TikTok moments—they want a professional experience. They want salespeople who truly listen, offer expert advice, and guide them through the process. Here’s how you can stand out and hold your gross this holiday season:

1. Be Transparent About Price

Price is often the first thing shoppers ask about, so don’t shy away from it. Instead, highlight your holiday hooks like:

• “December to Remember”
• “Toyotathon”
• “Sign and Drive”
• First-month payment deals

When they ask for specifics, confidently share your advertised price and let them know your team is ready to find the right vehicle at the right price for their family. Then, shift the conversation toward the value you offer, including your “Why Buys” such as:

• Complimentary oil changes
• Loaner cars
• Mobile service options

This positions your dealership as the clear choice over competitors.

2. Leverage Trade-In Value

Customers are hyper-aware of their trade-in’s value. Use this to your advantage by emphasizing your professional appraisers and their ability to offer top dollar because your dealership has a market for vehicles like theirs. This is a compelling reason for shoppers to visit your showroom.

3. Maximize Your CRM

Managers, dig into your CRM and uncover deals that may have slipped through the cracks. Unsold showroom visits, no-show appointments, or holiday shoppers still weighing their options are all opportunities waiting to be turned into wins. Act with urgency, persistence, and intention.

4. Create a Festive Atmosphere

The holidays are here, so make your showroom and calls jolly and inviting! A festive atmosphere keeps the energy high and creates excitement for customers, making your dealership the place they want to buy from.

5. Focus on Your ABCs

Stop being busy and start being productive. Remember your ABCs of Automotive Sales—Activities Between Customers—and focus on driving results. Every interaction is an opportunity to connect, build value, and close the deal.

Let’s Make This Holiday Season Record-Breaking

The shoppers are out there, and they’re ready to buy—so make sure they’re buying from you. Work your leads with urgency, promote your dealership’s unique value, and create an unforgettable buying experience.

Fire up those phones, embrace the holiday energy, and turn this season into your best yet. Let’s finish the year strong—get out there and crush it!