I’m talking about the customer waiting in line at your service drive. Statistics indicate that people get the itch for a new car every 28 months. Those same people bring their cars into your dealership for service, waiting for a salesperson to scratch their itch. For those who are willing to work, here are a few secrets to success:

1. Begin with fact finding - In addition to gathering basic information about the customer and the vehicle, ask a few questions that will help you determine whether or not the customer’s new car itch needs scratching. Questions like, “How long have you had your (Camry, Galant, Corvette)?” “Who did you purchase it from?” “How do you like it?”

2. Utilize the used car strategy - Say, “This model is extremely popular among used car buyers. And you probably noticed when you drove in that we’re extremely short of quality used cars like yours. In fact, we’re prepared to offer you 110% of current market value* for your car! While you’re in for service, may I offer a free purchase evaluation on your vehicle?”

Of course the used car strategy requires management approval and an honest need for used cars. Dealers who’ve used this strategy have found it extremely successful in generating both new car sales and high quality used inventory. So get up early, head to the service drive, and don’t forget to bring your new car backscratcher!