Labor Day, one of the last major car holidays of the year. During this holiday, dealerships can expect to have a treasure trove of customers, new and returning, whom are looking to take advantage of the ongoing deals featured at the dealership. There's a few reasons for this onslaught of customers, all happening on the last weekend of summer. The three-day weekend allows shoppers ample time to shop, and with new models coming out, the 2015 models need to get off of the lot. In addition, sales personnel have begun a new monthly quota, and have an opportunity to reach September's quota much earlier than normal, leaving the customer with the advantage in many cases. However, when the dealership closes on Monday night, those Labor Day unsold leads created should not be ignored. With the right follow up, they can fill out what could be one of the best sales weeks of the year.

A Large percentage of consumers will not purchase on Labor Day weekend. This however, should not be a deterrence. With little work, the dealership has the ability to create multiple customer profiles, just because the consumer was drawn in for the holiday weekend. Taking full customer information with the knowledge that they may not purchase a car that day, still allows the opportunity for future follow up. In many cases this follow up, when occurring the same week following the holiday weekend, can lead to an easier closing strategy than on the Monday prior.

Knowing the customer's intention will fuel a greater sale. This concept is simple, especially during an event week. When droves of consumers filled the lot on Monday, many most likely left without purchasing a car. This is not to do with the sales team losing out, it's simple math; not everyone purchases a vehicle the same day. However, when the customer left the dealership, the days following their visit are key. With many deals still active for the week following the holiday weekend, a sales member still has the ability to work the deal, and the consumer. Time has passed, and the consumer has had time to think about the vehicle in question. The key here is, if the sales personnel are able to identify the customer’s overall intention (Will They Eventually Buy A Car) then this is the week to close it. Think of it as a 7-day rule; Once Monday passes the dealership should expect that unsold lead to usually make up their mind in a 7-day window in many cases. It's up to the sales team to find the right avenue to make it work.

Using the right technology can create a follow up process that runs itself. With the majority of customers needing some sort of follow up, Labor Day weekend and the week following should be looked at as more of an opportunity than a hassle. A large number of leads walk into the dealership on Labor Day, and whether they purchase that day or not, they are still in the dealerships hemisphere. Using the right CRM for follow up is more of a factor than many think. Yes, you can use the BDC/Internet department to follow up with them over and over, but the key is to work the deal seamlessly rather than brutally. The CRM should be at the forefront of this follow up process, and it doesn't have to be an extra chore for the sales personnel. Using products like CRMSuite's CRM, the dealership can use a multitude of features to better follow up with the lead, and to close the deal this week rather than next month. From automated follow up via text, call, email, and voicemail drop, to utilizing CRMSuite's Artificial Intelligence Personal Assistant, sales personnel will always have the follow up essentials to close the more deals.

To make a long story short, Labor Day sales don't end Monday night. And if this is the mentality of any of the dealership personnel, they need to be rewired. The Monday event will have brought in a large number of in-store and internet leads. If done correctly, September has the opportunity to blow August out of the water. It's just up to the sales team, and the CRM, to make it possible.