Selling Other Used Makes at your dealership
When I sold cars, we had problems selling cars that were not our make. Some examples are:
Nissan Maxima was $24,990, now $18,990
Mercedes M-Class was $16,000, now $9,000
Kia Sedona was $15,990, now $10,990
Nissan 350Z Convertible was $29,990, now $19,990
BMW 325i Convertible was $28,000, now $16,000
My best ways to help sell other makes are to use the traditional game of who you know and posting on Craigslist or Ebay Classifieds.
To expand on this, the ideal customer may not come into your dealership for other makes, but if you take trade-ins, you must have a plan for this. There are multiple ways to do this, but the best way to organize used cars on the lot is by class for both salespeople and customers.
I will expand on these two above. The first is to use a game that came about in the late 1940s to make a list of everyone you know. However, take this slightly different. Ask yourself, who do you know that drives this model that is older and can use an upgrade? If they have owned the vehicle that long, then they must be satisfied with it.
Online free classifieds are the other way. People are more likely to go to a dealership if they want that make purchased used. These sell quicker and have higher rates of inventory turnover, as in days supply of used cars. Focus on makes you don't have to get extra foot traffic that you wouldn't have otherwise have got. You don't have to worry so much about updating the lot since they turnover rate is lower, but it needs to be raised.
What else works well in this area?
Replies to This Discussion
-
Permalink Reply by Matt Page on
-
From Bobby Compton:
Excellent question Matt. In my personal experience, I have about a dozen years working for Toyota and Toyota in my opinion is very similar to the Honda client, both expect quality of product and both sold on brand name. I have found that by listening with great motivation, by truly going the extra mile to serve rather than sell, it's in providing options and selection rather than to worry about selling a particular make or model, there's a finess to showing a switch vehicle in the case that you may not have in used the particular make or model they are looking for, maybe a different make or model with more bells and whistles for example. Always a will and a way, so as long as you SERVE2SELL.
-
Permalink Reply by Ed Wilczek on
-
In my opinion, there are a few ideas that have become more and more elusive with pre-owned sales professionals.
Most sales occur because of a proper setup and structure. This starts with properly interviewing a customer and doing a Needs/Wants Assessment. In doing so, you might uncover additional motivating factors that will help you to land your customer onto a vehicle. It's also important for sales professionals to do a tour of their inventory on a regular basis. Don't be afraid to spend some time driving and getting to know the products of the competition. It will not only help you sell your own product, but also give you a better understanding of what features make that particular vehicle stand out.
I've also seen some of my dealers utilize eBay for their non-core products, especially since they have the correct processes in place to get a commitment to purchase by the bidder. It's worth a look, as long as the right person(s) are there to handle the leads.
© 2024 Created by DealerELITE.
Powered by
