Maximize Holiday Sales with Proactive Automotive Sales Strategies

I’m writing to you from Scottsdale, AZ, the home of Alan Ram Proactive Training Solutions, where Susan and I just wrapped up another incredible Management by Fire training session. Sales managers, GMs, BDC reps, and operations directors came together to transform from good to great, ready to crush the remainder of 2024 and lay the foundation for a stellar 2025.

Today, I want to share a quick, actionable strategy we focused on this week.

Creating a Sense of Urgency for Holiday Shoppers

The holiday decorations are up, the elections are behind us, and sales are in full swing. OEMs are ramping up their programs, and third-party platforms like CarGurus and Cars.com are actively participating. But what about our customers? They’re ready to buy! However, they’re also waiting for the “right” deal. This isn’t the pandemic era—we still need to give shoppers a reason to visit our dealerships now.

Programs, rates, rebates, dealer cash, and incentives are out. The offers aren’t changing, so why let customers wait until Black Friday weekend to buy? At Proactive Training Solutions, we focus on being proactive—not reactive. It’s time to turn shoppers into buyers by creating urgency today.

Engaging Customers with Proactive Communication

Holiday shoppers are already researching, submitting leads, and evaluating dealers. Now is the time to maximize every opportunity. Start informing customers that the best offers for Black Friday, Cyber Monday, and throughout the holiday season are already available. Waiting only risks losing out on inventory selection.

Highlighting Inventory Availability and Scarcity

This year, you have more inventory than ever before. Make it clear that once this inventory is sold, replenishment may not happen until next year. Leverage this to emphasize urgency:

“All our Black Friday and Cyber Monday specials have already been released. By visiting today, you can take advantage of our best selection before the holiday rush and ensure priority access to our incoming inventory.”

Proactive Call Structures That Convert

Follow our established call structure—greet, PAC (Problem, Agreement, Commitment), and sell the sizzle. Here’s an example script to use on your calls:

“Thank you for holding. I checked, and we have fantastic options for you on the RAV4. I want to let you know that all our holiday specials are now available, and this is the perfect time to take advantage. By acting today, you’ll have the best selection of our current and incoming inventory.”

This approach is straightforward, yet it creates urgency and motivates action. Black Friday and Cyber Monday have always been key selling times. This year will be no different, but success requires preparation now. Proactive engagement and creating urgency will lead to a successful November and set the stage for a strong close to 2024. Share these strategies with your team, start implementing them immediately, and watch as shoppers become buyers. Get out there and crush it! I’ll see you next week.