Trade-In "The Secret To The Sale"

As I travel and talk with managers and dealers I am frequently asked to review and analyze different dealerships sales map's or processes to the sale, it is amazing to me how many overlook the power of the trade in. My opinion is that the trade in is in almost every case the number one secret to the car deal. In all cases, I have always trained sales consultants to look at and review the trade in with the client right after the meet and greet. Now, I am not talking about getting the trade appraised and giving the number up front. All that I want is for the sales consultant to gain some valuable information and build rapport with the client.

Here are a few ideas and suggestions to help you with putting the trade in up front in your sales process:

First, the trade is the one place at your dealership that the client will feel comfortable enough to open up and will allow the sales consultant to start to gain and build rapport.

Secondly, I suggest that the sales consultant always offer the client to take them for a ride in their trade in. This gets the client away from the dealership and will without a doubt allow them to open up to the sales consultant more. This is by far the one way that a sales consultant WILL gain rapport and set themselves apart from most other dealerships.

Thirdly, the sales consultant can ask some key questions that will allow them to add some tools to their tool belt when it comes to the new vehicle. Here are a few sample questions that can be asked.

What is the one reason why you are considering trading in your vehicle?

What do you like most about your trade in?

Is there anything that you would add, change or delete from your trade in?

What was the number one reason why you purchased this particular vehicle?

I see "X" amount of miles on your vehicle, do you anticipate driving about the same amount of miles with your new vehicle?

Since you have now put the trade in first and completed the above areas, now at this point the sales consultant has a clear understanding of what the client likes and dislikes, they have also built the ever so important rapport and have set themselves apart from the competition by showing the client that they do really care about the wants and needs. This is a simple solution that can be implemented into any sales process. As you can see and I firmly believe that the Trade-In is the secret to the sale.

If you have any questions what so ever feel free to comment here on Dealerelite.net, email me at dealerslice@gmail.com or call me directly on my cellular at 419-706-5770. I am here to help you in any way that I can. Happy Selling!!

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Comment by Patrick Comley-White on July 21, 2012 at 2:36am: Randy, excellent way of handling a trade in! I am definitely goin to implement it from now on at my dealership. Awesome

Comment by Shawn Clos on July 20, 2012 at 8:14pm: Randy, Thank you very much for your comments and clearity. Have a wonderful weekend!! Happy Selling!!

Comment by Randy Taylor on July 20, 2012 at 2:00pm: Shawn, I never treat it as a trade. "Mr. Customer, will you be selling us your vehicle or disposing of it on your own?". After the appraisal, it leaves room for "Mr. Customer, your vehicle needs "XYZ repairs", will you be repairing those items before selling it to us or should we expect to assume that responsibility?" Helps with the 3 price strategy: Asking Price, Liking Price and Taking Price".

Comment by Shawn Clos on July 20, 2012 at 12:46pm: Randy, I like your way of out of the box thinking. You are correct, the way that we say or deliver our choice of words no matter how small of a change can mean and come across in a totally different way. Thank you very much for your comment I appreciate it. Happy Selling!!

Comment by Randy Taylor on July 20, 2012 at 10:46am: I believe in letting the customer know that they are not "trading" their vehicle in, but rather selling it to the dealership, just as we are selling them our vehicle. With the proper phrases, it can really change their thinking about trade value, especially since most consumers come in expecting the retail value.

Comment by Shawn Clos on July 19, 2012 at 8:48pm: Thank you Patrick!!

Comment by Patrick Comley-White on July 19, 2012 at 5:37am: Great blog, thanks!