Selling used cars is different from any other sales job. Because, unlike any other complex capital goods, nearly every used car, van, truck, or motorbike is unique. Think about it:
Every year every carmaker has worked long and hard to bring every new model version different from last year and more attractive than whatever other brands are offering. New functions and features, updated design and colour schemes in tune with the latest business trends and company strategies.
Then every car that you see in a used car showroom was specified and equipped to match the personal preferences of a specific first time buyer. As times go by, some cars are resold and further tweaked and accessorized. With these endless variations the salesperson depends heavily on the dealer’s digital vehicle catalog.
SETTING THE BAR HIGHER
Each buyer is also unique, each looking for different things in the used cars advertised in classified ads and online marketplaces. And, unlike with new cars, there is little room for unique details in regular used car ads. And, let’s face it, it takes more than a dull photo and a few lines of text and figures to attract and engage a potential car buyer.
Because, like all of us, car buyers live in a world of action, 24/7. Movies, TV commercials and social media playing around with increasingly advanced visual effects set the bar for what consumers bother to see.
Therefore, the most successful dealers make sure to attract and engage potential buyers as early as possible in their search. Using video and sound, offering more information in more exciting ways, long before they reaches the dealer’s online showroom.
Ads with detailed information about attractive financial and other services for the specific car of interest also improves the odds for extra and higher-margin revenues.
Easier for the buyer to find the right car, and easier for the salesperson to close a better deal.
