The Seasonal Reality

From October through December, dealership traffic thins. Customers travel, budgets shift, and elective service gets postponed until “after the holidays.” Yet every cold snap exposes weak batteries, worn tires, and visibility issues—real needs that bring customers back. The question isn’t how do we discount? It’s how do we redirect energy toward high-value, fast-turn opportunities?

Step 1: Anchor Around Quick-Turn, High-Attach Jobs

These are your control levers in the lane - the ones that move the needle fast:

Batteries: test + replace in under 30 minutes.
Wipers: easy upsell, instant visibility improvement.
Tires: critical, safety-linked, and perfectly timed for seasonality.
Visibility bundles: cabin filters, defog checks, and light inspections.

Step 2: Don’t Sleep on Tires

Tires are the only part of the vehicle touching the road—and they define both safety and retention.
As temperatures drop, tire pressure and traction fall in tandem. Worn tread dramatically increases braking distance on wet or frozen roads, and it’s one of the easiest conversations to have around safety rather than selling.

Dealers who emphasize tire readiness in Q4 win twice:

Safety credibility: customers trust the store that proactively checks tread and educates, not just quotes.
Retention velocity: every tire sale ensures multiple returns—for rotations, inspections, and the next set.

Black Friday, meanwhile, is a tire goldmine. The public expects deals—but that doesn’t mean you cut gross. Instead:

Bundle with free rotations for a year.
Offer instant rebates or prepaid service credits instead of deep discounts.
Promote “Same-Day Install” and “Price Match + Perks.”

This frames your store as timely and trustworthy, not just cheaper.

Step 3: Pair Service with Equity Check-Ins

Leverage CRM and DMS data to create seamless service-to-sales conversations:

At RO Close:
“Before you go, we ran a quick equity check-you could move into a newer model at about the same payment. Want a 60-second printout?”
Weather-Triggered Texts:
“Cold mornings kill batteries. We’re doing free 2-minute battery tests today. Reply YES for a slot or EQUITY for a quick upgrade check.”

Step 4: Launch Micro-Campaigns That Feel Timely

Think small, focused bursts—not broad, generic blasts.

First Freeze Readiness: battery + wiper pop-up.
Rain Week Safety Bundle: 20-minute service promise.
Tire Tread & Stop-Distance Demo: visual education equals trust.
Equity Express Desk: simple payoff/value/upgrade one-sheet.

Step 5: Measure What Moves Behavior

Lag metrics are the scoreboard; lead metrics are the practice reps. Track what you can control:

Metric	Target	Why It Matters
Appointments per 100 Texts	8–12	Measures outreach quality and offer relevance
Battery Tests per Day	+30% in cold weeks	Predicts upsell and prevents tow-ins
Equity Printouts per 100 ROs	15–25	Creates warm, data-driven handoffs
Tire Inspection Acceptance Rate	Acceptance Rate +10 pts vs. September	Reflects advisor communication strength
Service→Sales Kept Appointments	70% show rate	Measures execution of the handoff

Step 6: Execute Fast

Preload weather-triggered SMS templates.

Print “Equity Express” one-pagers for advisors.
Place tent cards in the lounge for tire/battery readiness.
Train advisors on 10-second equity talk tracks.
Designate a same-day tire lane with posted promise times.

Final Word

Winter rewards operational discipline. The stores that stay proactive now set the tone for Q1 retention.

Operate your way through it.

Think Differently. Execute Brilliantly.

The Automotive Fixed Ops Q4 Playbook