Every year the competition gets tougher and tougher. With credit problems on the rise and new car profits shrinking, the used car market is all the more attractive to car dealers who want to make money, especially the “buy here pay here” variety. Not that there is anything bad or wrong about these businesses. Many are extremely reputable and decry the “Sled Lot” image. If, however, you work at a large franchised dealership, you’ll need to provide your customer with reasons to buy from you rather than the discount used car store.

We know our inventory history better

One of the first things to address with customers is the fact that over 50% of franchised dealers' inventories come from trade ins. This compares to only about 25% of independent dealerships. That means that 3 out of 4 vehicles sold at the independent stores are from auctions or other sources. If reliability and dependability are important to your customers, this is a point you should not forget to share.

Certification, Inspections and Warranties

If your franchise has a certified used car program, be sure to let the customers know about it right up front. Provide them with the literature and discuss the benefits of certification. Another advantage you have over the independents is your technical staff. Rarely do independents have ASE or manufacturer certified and trained technicians to work on their inventory. And don’t forget about your warranty. No matter how small, customers place value on anything that protects their investment.

Dealership history

A majority of independent used car lots come and go, so be sure to make a strong case for buying from an established dealership that has a solid history of service in your community. Talk about the owner and his or her commitment to customer satisfaction and don’t forget to show them some letters from satisfied customers about their used car purchase from your dealership.

In addition to all these things, it takes a customer focused process and professional selling skills to be successful in today’s marketplace. So do yourself a favor and enroll in our real world training courses today.