Should I Hire an Event Team For My Next Promotion?

By: Larry Craig

Event sales can be a polarizing issue among auto dealers.

Many dealers nationwide have recognized the value of event sales. Event sales are an important part of their marketing strategy because they allow them to move a lot of cars fast. Most dealers are able to sell over 30 cars in just 5 days; and it’s not uncommon to see over $3,000 in front end GP on every one of those cars.

Compare this to your typical day-to-day operations and the case for event sales seems pretty iron clad. Still, many dealers are skeptical of events. For every dealer that embraces events, there’s another who complains about the moochers who come in to grab a prize and leave.

So why are events so divisive? At the end of the day, event sales aren’t easy. If you run a successful event sale, you can move tons of inventory. If you run a poor sale, your staff will waste the weekend hiding in the restroom or taking long smoke breaks.

That being said, how do you execute a killer event sale? To solve that problem, dealers have two options: You can train your sales staff or hire an event team. So which is the right option for your dealership?

Should I Hire an Event Team?

The auto industry is very divided on event teams. Some dealers love them and some dealers hate them. With over a decade of experience marketing for dealership events, we have seen every make and model of event sale and event team. We have seen event teams that run extremely effective sales that move cars and improve a dealership’s brand in its local community. We have also seen bad apples that employ every dirty practice in the book.

The bad apples are the minority, but they are what turn many dealers off of event teams in general. If you haven’t taken time to seriously consider hiring an event team, here are some questions that you should ask yourself to see if an event team is right for you:

  • Are you willing to invest the time and money into having enough staff?
  • Do you have people that can be specialists?
  • Are events going to be an ongoing part of your strategy?

If you said no to any of those questions, you should look into an event team for your next sale.

What Should I look for in an Event Team?

“But my last event team cut so many corners! They were awful!”

We understand. “Fool me once, shame on you. Fool me twice shame on me.” If you have had a bad experience with an event team in the past, you may be reluctant to go down that road again. Here are the questions you should ask of any event team you’re looking to hire to avoid the slime-balls:

  • How long have they been in business?
  • Can I get three referrals?
  • What is your sales process like? Compare that to the process outlined in this E-Guide.

If you’re asking these questions, you should be able to weed out the bad eggs and find an event team that can run an effective sale for your dealership. At the end of the day, event teams are a lot like auto dealerships… A few scumbags can ruin the reputation for an industry filled with plenty of great, reputable salesmen. If your dealership needs additional staffing to pull off an event sale, don’t shy away from it just because of the industry’s reputation. Do your due diligence!

If you’re still having trouble finding a good event team, give us a call and ask for Larry. I would be happy to introduce you to someone reputable. In the meantime, keep an eye on the PERQ blog! We’ll be releasing an E-Guide this month that can help you learn how to run an event sale like the pros and you won’t want to miss out!