For more great content like this or to learn more about our Automotive Training Programs please visit: http://wyemanagement.com/
Automotive Sales Training Tip:Get out to a trade-in early on a visit
Hi, I'm Chris Schulthies, and welcome to PROTiPS. Love trade-ins, embrace trade-ins. More importantly, get to the trade-in quickly. Today, in most dealership sales processes, the appraisal of the customers trade-in is often done at the end of the sale. The idea being or the traditional thinking is that we want the customer to choose one of our new or pre-owned cars. Once they've selected a vehicle, once they've made a commitment to purchase the vehicle with money, an offer and a proposal, then and only then will many dealerships appraise the vehicle. We've got to change that thinking.
That is clearly not what many of our customers want. In fact, we've got to deal with this issue right upfront. If you think of it this way, there are two transactions happening here. In a "traditional sales process," what's happening is the salesperson is selling their car first, and then we're dealing with the trade-in. What the customer actually wants, is for us to deal with their vehicle first, and then we'll deal with our vehicle in the forum of selling it to them. We're reversing a traditional process. Why? The customer is gravely concerned about the value of their vehicle. It doesn't mean that I'm simply advocating that we appraise the vehicle right upfront, and then hand a value over to a customer for them to easily take our value and shop at another dealerships. No, that would be probably naive.
What I am suggesting is that we start the process. Go outside, look at your customers trade with them, learn about them, learn about their lifestyle based on little cues that that vehicle gives you. Baby seats in the back, sporting equipment, bumper stickers, and all of those little conversation points. More importantly, suggest to your customer that we're going to begin the appraisal process right away, whether or not they're ready to buy a car today. Certainly, before they leave, we're going to provide them a proposal that includes pricing, a trade value, and ideally, multiple payment options.
Thank you so much for joining me today on PROTiPS. I look forward to seeing you again soon. For more great content like this or to learn more about our Automotive Training Programs please visit: http://wyemanagement.com/ or call 1.888.993.6468 and discover how an automotive training solution could work for your dealership.
