What Makes a Private Sale Different
Unlike a model launch or customer appreciation night, a Private Sale Event is built for direct action and measurable results. Traditional events help maintain brand awareness or community goodwill, but our Private Sales are all about creating urgency and converting interest into transactions.
Think of this as your dealership’s Boxing Day Sale. Rather than spending on TV ads or broad promotions, you reinvest that budget into vehicle pricing for the clients who already do business with you.
We want to help you convert customers who are already inclined to buy and bring them in on a specific day with a compelling reason to act. The result is reduced defections to competitors and a better return on your marketing investment.
Smarter Target Marketing
Our data strategy starts with three key filters:
- Payment maturity
- Service department activity
- Verified contact details
We help you avoid inviting customers who owe too much on their current vehicles. Instead, we focus on active clients those who’ve serviced with you recently or are already showing signs of readiness. Phone numbers are critical too, since we follow up every mailer with live appointment calls.
Ideal invites include:
- Customers who bought a vehicle 3 to 7 years ago
- Owners of full-size trucks or SUVs after 18 months
- Clients who purchased elsewhere but service with you
- Any vehicle serviced in the last 18 months, aged 3–7 years
We’ll help you extract and clean this data, so you’re only targeting the right people and only when they’re likely to say yes.
Direct Mail That Gets Opened
We offer nine personalized invitation styles that are designed to stand out in the mailbox. Each arrives in a hand-addressed, hand-stamped envelope, resembling a formal invitation. It’s designed to get opened, not buried under bills.
These mailers are printed on quality stock and follow all 10 best practices of direct mail strategy. The outside features the customer’s current vehicle make and model to grab immediate attention.
Resources
Pre-Event Training That Aligns Your Team
The first day kicks off with a Dealer Meeting, a Manager Meeting, and two training sessions with your sales team. Everyone gets a clear picture of the game plan, the results they’re aiming for, and what’s expected from them.
We also dig into past campaign outcomes and run through appointment-setting scripts. Through group role-play and hands-on coaching, we make sure every team member is ready before the phones go live.
Appointment-Getting Blitz
Appointments drive the event’s success. From 1 p.m. on day one through end-of-day on day two, nothing matters more than contacting the right customers and getting them booked.
We’ll work side by side with your team during the blitz. Our Voice Broadcast system helps pre-load voicemail messaging, and we offer the option to use our in-house Call Centre for full-service booking and lead intel gathering.
Event Day Execution
On day three, the event runs from noon to 9 p.m. We do everything we can to front-load the schedule so traffic comes in steadily. A Welcome Desk is set up and staffed to ensure each guest connects with their assigned Sales Consultant.
We also prioritize identifying serious buyers early, while gently redirecting browsers who aren’t yet ready to commit. This helps you make the best use of your staff and ensures focused energy stays on the deals that matter most.
