Getting Your Dealership Ready for Winter
As the days get shorter and temperatures drop, it's time for your dealership to shift its focus. Being proactive now can prevent lost sales and ensure customer satisfaction throughout the colder months. To get ahead, you should focus on two key areas: your inventory and lot management, and your service department.
Inventory and Lot Management
Winter weather significantly impacts what customers are looking for. The demand for RVs, motorbikes, and other powersports vehicles shifts dramatically. To capitalize on this, prioritize showcasing products that appeal to winter enthusiasts.
RVs: Promote RVs by highlighting their all-weather capabilities. Emphasize features like heated tanks, insulated walls, and reliable heating systems that make them suitable for winter travel or even as a cozy getaway during the off-season.
Motorbikes: Focus on the off-season rider. Highlight accessories like heated grips and cold-weather gear. Consider offering winter storage packages for customers who want to keep their bikes safe and secure until spring.
Winter Powersports: This is your prime time for snowmobiles, snow bikes, and other snow-specific vehicles. Make these the stars of your lot. Place them in highly visible areas and update your online listings with professional photos and detailed descriptions that get customers excited for snow.
Beyond the showroom, a well-maintained lot is crucial for both safety and appeal. Keep a supply of sand and salt on hand to treat icy patches on sidewalks and in the service drive. Contract with a reliable snow-clearing service to ensure the lot is cleared before business hours. Train your staff on how to properly clear snow off vehicles and keep them looking their best. A clean and accessible inventory is key to a positive customer experience.
Service Department Preparation
Winter weather puts extra strain on vehicles, leading to increased demand for specific services. Prepare your service department by stocking up on key parts and supplies for cold-weather maintenance.
Winterization Packages: Create specific service packages for RVs and motorbikes. This could include draining water lines, adding antifreeze, and performing a thorough inspection of seals, batteries, and tires.
Batteries: Cold temperatures significantly reduce battery performance. Have a supply of new batteries and a testing system ready to identify and replace failing units on all vehicles, including RVs and powersports.
Fluids and Lubricants: Make sure your service bay is stocked with winter-grade oil, antifreeze, and specialized lubricants for snowmobiles and snow bikes.
Tires and Tracks: Offer winter tire specials for RVs and snowmobile track maintenance services. Ensure you have a large inventory of winter tires in common sizes.
Promote these services through targeted marketing campaigns and a robust scheduling system. A modern dealership management system (DMS) can help you track customer vehicles and send automated reminders for winter service, turning a potential breakdown into a proactive maintenance appointment.