Long weekends and public holidays can either be a dealership’s quietest or busiest days; it all depends on how well you have prepared for these out-of-the-norm short stints of time. You see, with the right strategy in place, these calendar gaps present dealers with golden opportunities to engage buyers who finally have the time to shop, test drive, and negotiate.
Of course, if you are not making the most out of these peak periods, you are leaving deals out on the lot. Rather than lose out, make sure that you plot your next steps so that you can turn those long weekends into high-conversion sales days.
1. Create A Calendar-Based Campaign
Mark all national holidays and school breaks ahead of time and plan your marketing campaigns to align accordingly. This will look different for every dealership, but by way of example, dealerships seeking out these opportunities could tease specials the week before, follow up with reminders via SMS and email, and boost their online listings and social content 48 hours before the break starts.
2. Make Test Drives Frictionless
It makes sense that families and working professionals would use their long weekends not bookmarked for a quick getaway to book test drives. What dealerships can do to lock in these bookings is to make this process as effortless as possible. This can be achieved by offering test drive bookings via WhatsApp, extending hours or offer “priority parking” slots to limit waiting, and ensure that all test drive units are washed, fuelled, and ready to go.
3. Tailor Your Stock And Messaging
Use previous sales data to stock models that move faster during family-friendly periods (SUVs, hybrids, budget hatchbacks). It’s also advisable to adjust your advertising copy to include school runs, road trips, or fuel savings.
Speaking of stock, part of your preparations and your overall strategy should be to build a stock mix that moves faster and earns trust. To this end, prioritise stocking certified pre-owned vehicles (CPOs). The growing reputation in the second-hand vehicle market is that certified vehicles offer a powerful middle ground between the affordability of used cars and the peace of mind that comes with new ones.
This is hardly new information, but buyers tend to hesitate when crossing the sales finish line particularly if there is a fear of hidden issues, unknown histories, or vague servicing records.
You want to give buyers the confidence that they’re viewing vehicles with full histories that have been subjected to a comprehensive assessment by trained technicians. The risk is lower, and the hesitation dwindles.
4. Upskill Your Weekend Staff
If you are relying on junior staff or rotating shifts during these weekends, now is the time to ensure that they are trained and confident, armed with cheat sheets containing key model specs, finance FAQs, and trade-in talking points.
It is entirely possible that your long weekend browsers can become buyers if the conversation is quick, accurate, and helpful.
5. Bundle Offers That Make Sense
Public holidays are when people are thinking about value. To that end, offer limited-time bundles that sweeten the deal without killing your margin. This does not have to include discounting the price, because there are many options available that will add perceived value.
Think about including:
- Free tank of fuel.
- Discounted licensing or registration fees.
- “Buy now, service later” vouchers.
Ready To Maximise That Long Weekend Foot Traffic?
With a smart plan and the right prep, it is entirely possible that these upcoming long weekends can become your dealership’s busiest and most rewarding days. Keep your team aligned, your stock strategic, and your marketing focused – and you will turn browsers into buyers before the next braai is lit.
Don’t forget that offering certified stock could be your secret weapon, so consider joining the AA Dealer Network. Browsers and buyers alike anticipate high standards from AA-backed dealerships, and certification delivers on that promise, making this a vital part of your strategy.