Get potential customers to be less combative and more receptive to their trade-in value with a planned trade walk prior to serving them the proposal.

It’s said that around 65% of potential automobile customers have a trade-in to discuss, and most all of them have a higher price in mind that they want to get for that trade-in.

As we get into the sales training formula for a well-received “trade walk”, we must point out the main benefit comes in earning a customer’s flexibility. Spending 4 or 5 minutes walking around their car provides on average an extra $400-$600 in wiggle room. From the point of a ROI, that’s $100/minute!

For example:

You have a customer who wants $8000 for their trade-in, but is willing to take $7000. Have them accompany you on a trade walk where you take note of the car’s imperfections.

“Mr. Flowers, I really want to do all I can to make sure you get the most money for your current vehicle. Why don’t you tell me a little about your car while I get the info I need to have it appraised. Come walk with me.”

• Engage with the customer as you’re noting issues.
• Find something positive to say about the car, i.e. clean interior.
• Make sure they see you write down the positives.

You don’t want the potential customer to get irritated because you’re only finding faults. They may end up leaving to go down the street to your competitor where they think they may not be so picky.

As sales managers, it’s important to lead by example. Take every opportunity to show your team that you believe in what you’re asking them to do by doing it yourself. Lead the way!

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