• DD-Square-Logo_resized
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda Summary
      • Hotel & Travel
      • FAQ
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Console
    • Education
      • Overview
      • Show Schedule
  • ABOUT
    • Conference Overview
    • Testimonials
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Contact Us
    • Get Updates
  • RESOURCES
    • Webinars
    • Downloads
  • NEWS
    • Auto Retail News
    • Digital Editions
    • Press Releases
    • Submit Editorial
    • Subscribe
  • .
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda Summary
      • Show Schedule
      • Hosted Dealer Program
      • Hotel & Travel
      • FAQ
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Console
      • Exhibitor Services Manual
    • Education
      • Conference Overview
      • Conference Speakers
      • Session Schedule
  • RESOURCES
    • Webinars
    • Downloads
  • ABOUT
    • Conference Overview
    • Testimonials
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Get Updates
  • NEWS
    • AUTO RETAIL NEWS
    • PRESS RELEASES
    • DIGITAL EDITIIONS
    • SUBMIT EDITORIAL
    • SUBSCRIBE

Las Vegas: Oct 17-19, 2023

REGISTER NOW EXHIBIT / INQUIRE
Q

NEWS:

Finance & Insurance News | Inventory Management | Pre-Owned Sales & Marketing Strategies
July 1, 2010

With History there is No Mystery

Posts:
Finance & Insurance News | Inventory Management | Pre-Owned Sales & Marketing Strategies
July 1, 2010

With History there is No Mystery

As all of you are aware for 28 years I have been teaching you in class that “every used car has a story, but if you can’t tell it, you can’t sell it.” The importance of having a customer involved in their trade in is vitally important to the sale of that vehicle once you have it reconditioned. You need to involve them in the discussion of when and where they bought it, how long they have had it, obtaining service records, etc. The reason for this is, in building your “storybook” it will give you the ammunition paired with a copy of the internal RO (blanking the figures off, no one needs to see the amount you spent).

At the time of sale you can show these items in your “storybook” and build the confidence and creditability in your store that your competitors absolutely do not have. CarFax was a great innovation. It has helped tremendously, not only in the public sector but also the private sector.

The one thing you need to always remember about selling pre-owned vehicles is your two biggest competitors are the individual and the independent. The credibility you have with an online buyer or walk in buyer is the history of that vehicle.

A new company that we have recently seen, “Auto-Bio,” is probably the best hand and glove “storybook” combination ever. At a local level you can build a premier vehicle with those items at your fingertips, if you take the time to involve the customer in their trade and point of sale of the new car.

One other thing that we strongly recommend you do is, put in the window of your trade-ins a “pedigree” that says simply “My Pedigree” on the top. Below that the vehicle will be talking to the customer on the printed out sheet. Example – “Hello, I was sold new at XYZ Ford in 2004, I lived on the Southside with a family of four, I was traded in on a new Suburban, I was serviced well by my family and I would really like to become part of yours” (whatever you want to put on there that tells the vehicle’s story). The bottom line is, with a “pedigree” you’re putting a personality in that vehicle coupled with your “storybook” or program that you purchase outside, what ever the case may be. The vehicle has a personality.

Remember, if there’s a history there is no mystery.

 

 

Finance & Insurance News•Inventory Management•Pre-Owned Sales & Marketing Strategies

SHARE

Share on Email
Share on Linkedin
Share on Facebook
Share on Pinterest
Share on Twitter
← Previous Article Next Article →
Posts Industry Press Releases

TruVideo Integrates with Sunbit to Bring Auto Service Customers Access to Pay Over Time Option

Posts Dealer Ops & LeadershipTrending Industry News

How Auto Dealerships Can Prevent Data Breaches

Posts Industry Press Releases

TruVideo Integrates with Sunbit to Bring Auto Service Customers Access to Pay Over Time Option

Posts Industry Press Releases

Focus Advisors Represents Vinart Dealerships in their Body Shop Sale and Services Agreement

Posts Sales & Variable OpsTrending Industry News

The Power of Transparency in Used Vehicle Sales

Posts Marketing & AdvertisingTrending Industry News

How Digital Marketing Propels the New Way to Sell Cars

Posts Dealer Ops & LeadershipTrending Industry News

Standing Too Close to the Elephant

Posts Sales & Variable OpsTrending Industry News

Enhancing and Transforming the Automotive Sales/Service/Parts Lifecycle with ChatGPT

NEWSLETTER

SUBSCRIBE

DEALER MAGAZINE

Dealer Magazine March/April 2023 Issue Featuring an Interview with NADA 2023 Chairman
MAGAZINE
Digital Dealer Logo White
FOLLOW US ON
  • Follow
  • Follow
  • Follow
  • Follow
  • Follow
© 2023 Emerald X, LLC. All Rights Reserved.
ABOUT    CAREERS    AUTHORIZED SERVICE PROVIDERS    TERMS OF USE    PRIVACY POLICY