For motorhome dealers, winter often brings quieter times on the forecourt. However, this doesn’t have to be a dormant period. With a proactive approach, you can use these months to refine your operations, connect with customers, and prepare for the busy season ahead.
Here’s how motorhome dealerships can make the most of the winter downtime.
1. Check over your stock
Winter is the perfect time to get your motorhomes in top shape.
- Inspections and Maintenance: Ensure all stock is mechanically sound and ready for sale. Address any minor repairs, refresh interiors, and deep-clean every vehicle.
- Enhanced Presentation: Retake photos of your motorhomes in clean, winter-friendly settings. Highlight winter-specific features like heating systems, insulated walls, or off-season travel accessories.
This makes vehicles more appealing and helps avoid delays when the sales season heats up.
2. Strengthen Your Online Presence
A strong digital presence is essential for attracting buyers, especially during quieter months when people have more time for online browsing.
- Website Upgrades: Ensure your website is up-to-date, easy to navigate, and mobile-friendly. Add fresh, detailed descriptions for each vehicle, highlighting key features and benefits.
- Search Engine Optimization (SEO): To improve visibility, use keywords like “motorhomes for sale,” “winter-ready motorhomes,” and “used campervans” on your website or in any blogs.
- Video Content: Create virtual tours of your inventory to give potential buyers a sense of the space and features without visiting the forecourt.
- Social Media: Post about offers, what stock you have and helpful tips for motorhome owners online. Remember what you post on social media doesn’t have to be a sales message all of the time. Think about what people would want to read and watch. This will keep people interested and on your company page for longer.
3. Engage With Your Customers
The quieter months are an excellent time to build lasting relationships with your audience.
- Email Marketing: Send out newsletters featuring winter care tips, special promotions, or new arrivals in your inventory.
- Social Media Activity: Post regularly on platforms like Facebook, Instagram & YouTube, sharing valuable content such as winter motorhome maintenance advice or inspirational travel destinations.
- Follow-Up: Reach out to past customers to offer servicing packages or explore trade-in opportunities for upgrades.
4. Offer Winter Incentives
Drive off-season sales by providing attractive promotions tailored to winter buyers.
- Seasonal Discounts: Offer price reductions or added-value extras like free servicing or winter camping accessories.
- Flexible Financing: Highlight available financing options to appeal to budget-conscious customers.
- Extended Warranties: Offer peace of mind for winter purchases with extended guarantees.
💡 Here’s an idea!
Can you host events from your business location with helpful talks on motorhome maintenance, how to look after your vehicle, what to think about when purchasing, etc.? This way, you get people looking around your stock while learning, which could lead to a sale.
5. Invest in Staff Training
Winter is a great time to focus on your team’s professional development.
- Product Knowledge: Enhance your staff’s understanding of your stock, including winter-specific features or new motorhome trends.
- Customer Service: Offer training sessions to refine sales techniques and improve customer engagement.
A knowledgeable and confident team is one of your dealership’s greatest assets.
6. Plan Ahead for the Spring Rush
Use winter to lay the groundwork for success in the busier months.
- Events and Promotions: Schedule springtime open days or trade show appearances to attract potential buyers.
- Inventory Planning: Analyse past sales trends to stock up on popular models or layouts.
- Marketing Materials: Create fresh promotional content, including updated brochures, banners, and digital ads.
7. Build Strategic Partnerships
Quiet times are perfect for networking and forming valuable connections.
- Local Businesses: Partner with local campgrounds, outdoor gear stores, or travel agencies for cross-promotions.
- Industry Contacts: Strengthen relationships with manufacturers and suppliers to secure better deals or exclusive stock.
8. Upgrade Your Dealership
Take the opportunity to make improvements to your physical space and facilities.
- Forecourt Enhancements: Improve landscaping, signage, or lighting to create a more inviting atmosphere.
- Customer Areas: Add welcoming touches like a cosy lounge or coffee station to enhance the buying experience.
- Service Bay Optimisation: Ensure your workshop is ready to handle increased servicing needs when sales pick up.
9. Experiment With Marketing Strategies
Winter is ideal for testing new ideas and seeing what resonates with potential customers.
- Targeted Ads: Run ads promoting winter motorhome features or travel destinations. You can do this with a lower budget of just £1 a day to start with.
- Social Media Campaigns: Experiment with different types of posts, from virtual tours to testimonials from happy customers.
- Special Campaigns: Consider unique offerings like a “Winter Adventure Package” that bundles a motorhome with travel accessories or discounts.
Turn Winter Into Your Advantage
With careful planning and strategic actions, winter downtime can become one of the most productive periods for your motorhome dealership. From checking your stock to strengthening your online presence, these months are a golden opportunity to refine your business and prepare for a successful spring.
By taking these proactive steps, you’ll keep your dealership moving forward and position yourself as a trusted, go-to source for customers when the market picks up again.
