2. Feburary. This is a small slump and
most salesmen are waiting for the more active spring market to hit. Your
edge is between February and spring. 3. Summer. A slight edge to
be found now. It is midyear, between models, and sales are slow. Salesmen
think people will be spending their money on vacations and pleasure. Play
coy and act as if you can wait for the new cars to hit the market. After
all, you would rather take a vacation. 4. Fall. Here there are
three periods of significance: Before, during, and
after new-model introduction (NMI). Before NMI, the
salesmen have been driven up a wall by end of the
year bargain hunters. The salesmen’s
resistance has pretty well been worn down, but they can get edgy.
During NMI, salesmen become aloof—new product, excitement
and enthusiasm, high profits to be made—and hold out for top dollar on
everything. About 1 month after NMI, negotiations begin to
loosen up, Christmas is coming.
Monthly. The better times of the month are at the beginning and at the end.
Most dealers project the number of units they want to sell for a given month at
the beginning of that month. If they fall short of their goal toward the end of the
month, they will sacrifice profit to meet their goal. Also, salesmen on a volume
bonus structure will be pushing their sales managers harder to help them meet
their quota. All dealers like to kick off the month well—so they write better deals
during the first few selling days to get as many sales on the board as possible.

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