ANSWER: The last day of the month!
Like most sales organizations, car dealerships are geared towards monthly results. Quotas, bonuses, customer incentives and (my personal favorite!) bragging rights as the Top Producer are all calculated month by month.
When I was a car salesman, I enjoyed the increasing urgency in the air as each day ticked closer to the end of the month. This was where the rubber met the road--literally, in our case!--and the last few sales were made that could mean the difference between a decent month and a great one for both myself and the dealership as a whole.
On the final day of the month, the entire focus becomes Quantity over Quality. From the Sales Manager on down, the goal is push cars out the door, the more the better! There's no time to squeeze every last dime out of a deal...there's barely time to worry about making a profit at all! "Just get another unit on the road" is the mantra.
So for One Day Only, on the final day of the month, selling cars becomes a numbers game. The higher the numbers, the happier everybody at the dealership will be come the first payday of the next month.
There's no logical reason to buy a new car on ANY other day except for the last day of the month--where just showing up will take you a loooooong ways towards getting the best deal of your life.
Of course, not everything any of us do is entirely logical!
In future posts we'll explore in some detail how Buying is usually an Emotional Process and rarely a Logical one. And we'll also learn some specific steps we can take to use that to our advantage and turn the tables on the person selling us something so we do, indeed, end up buying our new car at used car prices!
Feel free to use the comments section to mention other businesses where readers are more likely to get a better deal by going in on the very last day of the month!
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