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Jeremy Wiggell

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"Used" or "pre-owned" - Keywords for sales success online

Used or pre-owned? - The best keywords for online success

To run a successful used car sales department today it is vital for dealers to maximise their online activities and to attract the attention of today's online buyers. Understanding how the customer uses the web and how they come to view your products is ley to your success.Remember your sales training when you joined the automotive retail business? We were always taught to avoid jargon and match the customers speech in order to build rapport. Automotive dealers and salespeople in the automotive business fstill often make the mistake of speaking our own language rather than the words that are used by the customer. This can often cost us money by premamturely ending what we thoght was our sales process. Using trade jargon makes the customer nervous. They can be confused, become wary, distrusting and lose confidence. All of these negatively influence your success in the sale and inevitably cost you money. Of course, we know this and try to do something about it.To avoid this problem we adapt how we speak and try to sound efficient and business-like. However, in many cases we over-compensate.The prime example of this if the use of the word "vehicle". How many times have you heard a sales person say " How long have you owned the VEHICLE, sir?" Now ask yourself when you last heard a customer call that same item anything other than " my car" or "my truck"? So again, we make the mistake of using different language from the customer. Another common example is the use of "pre-owned" rather than "used". Invented by the OEM's aiming to build value in their product and used by sales people wanting to sound more professional the term is now in regular use. But does this resonate in the consumers mind?Today's dealers, especially used car dealers adopting velocity management principles, need to fine tune their internet activities to generate maximum search traffic and higher click-through-rates. Speaking the customers language online is crucial . Bearing in mind the common use of the term 'pre-owned', I recently looked into which of these two terms might be favoured by current Canadian buyers. Using Google's Adwords keyword tool I compared the two. The table below shows the search volumes both for global and local Canadian searches. They are sorted by search volume with the most commonly used search terms at the top. As you can see by the highlighted rows the term 'used car' is used 102 times more thean 'pre-owned'. The highest position in this list for the term 'pre-owned' is 57th.

Google search terms used v. pre-owned

The answer is clear, if you want to speak the customers language and connect with the buyers, make use of the same terms as them. We may think that the physical marketplace is competitive, but it is nothing in comparison to the online marketplace where the smallest detail can provide a competitive advantage for you. Revisit your use of keywords in your online activity and make it match.

What is your experience of 'used' versus 'pre-owned'? 

 

 

To run a successful used car sales department today it is vital for dealers to maximise their online activities and to attract the attention of today's online buyers. Understanding how the customer uses the web and how they come to view your products is key to your success.

Remember your sales training when you joined the automotive retail business? We were always taught to avoid jargon and match the customers speech in order to build rapport. Automotive dealers and salespeople in the automotive business still often make the mistake of speaking our own language rather than the words that are used by the customer. This can often cost us money by prematurely ending what we thought was our sales process. Using trade jargon makes the customer nervous. They can be confused, become wary, distrusting and lose confidence. All of these negatively influence your success in the sale and inevitably cost you money. Of course, we know this and try to do something about it.To avoid this problem we adapt how we speak and try to sound efficient and business-like. However, in many cases we over-compensate.

The prime example of this if the use of the word "vehicle". How many times have you heard a sales person say " How long have you owned the VEHICLE, sir?" Now ask yourself when you last heard a customer call that same item anything other than " my car" or "my truck"? So again, we make the mistake of using different language from the customer. Another common example is the use of "pre-owned" rather than "used". Invented by the OEM's aiming to build value in their product and used by sales people wanting to sound more professional the term is now in regular use. But does this resonate in the consumers mind?

Today's dealers, especially used car dealers adopting velocity management principles, need to fine tune their internet activities to generate maximum search traffic and higher click-through-rates. Speaking the customers language online is crucial . Bearing in mind the common use of the term 'pre-owned', I recently looked into which of these two terms might be favoured by current Canadian buyers. Using Google's Adwords keyword tool I compared the two. The table below shows the search volumes both for global and local Canadian searches. They are sorted by search volume with the most commonly used search terms at the top. As you can see by the highlighted rows the term 'used car' is used 102 times more thean 'pre-owned'. The highest position in this list for the term 'pre-owned' is 57th.

 

Keyword Competition Global Monthly Searches Local Monthly Searches (Canada)
used cars 0.84 9140000 450000
used car 0.8 9140000 450000
used car dealers 0.92 1500000 74000
used cars dealers 0.92 1500000 74000
used car dealerships 0.93 1220000 60500
used cars for sale 0.91 1500000 49500
used car dealer 0.91 823000 49500
used car for sale 0.89 1220000 40500
used car dealership 0.92 450000 40500
used car sale 0.89 1220000 40500
used cars toronto 0.94 27100 27100
toronto used cars 0.94 27100 27100
used car toronto 0.94 27100 27100
used cars in toronto 0.94 27100 27100
used car sales 0.82 368000 22200
used car canada 0.71 33100 22200
used cars canada 0.76 27100 18100
buy used car 0.6 246000 18100
use car 0.26 368000 18100
buy a used car 0.6 246000 18100
canada used cars 0.76 27100 18100
how to buy a used car 0.6 246000 18100
buying a used car 0.54 201000 14800
used cars ottawa 0.97 18100 14800
used cars calgary 0.95 18100 14800
ottawa used cars 0.97 18100 14800
calgary used cars 0.95 18100 14800
used ottawa cars 0.97 18100 14800
used cars in calgary 0.95 18100 14800
used cars in ottawa 0.97 18100 14800
used car value 0.67 368000 14800
best used cars 0.69 165000 12100
used car prices 0.69 301000 12100
used cars bc 0.89 12100 12100
used cars vancouver 0.95 14800 12100
used cars edmonton 0.98 14800 12100
edmonton used cars 0.98 14800 12100
vancouver used cars 0.95 14800 12100
used car price 0.74 246000 12100
used cars in edmonton 0.98 14800 12100
buy used cars 0.77 201000 9900
used car values 0.65 246000 9900
honda used cars 0.9 90500 8100
used cars montreal 0.95 8100 8100
montreal used cars 0.95 8100 8100
used car montreal 0.95 9900 8100
used honda cars 0.9 90500 8100
used cars in montreal 0.95 8100 8100
used car parts 0.81 110000 8100
used cars victoria 0.87 12100 5400
used cars regina 0.9 5400 5400
used car prices canada 0.6 5400 5400
used victoria cars 0.87 12100 5400
regina used cars 0.9 5400 5400
ford used cars 0.84 90500 5400
pre-owned cars 0.89 90500 4400
pre owned cars 0.89 90500 4400
cheap used cars 0.91 135000 4400
used cars halifax 0.94 5400 4400
pre owned car 0.9 74000 4400
used cars hamilton 0.93 6600 4400
pre owned vehicles 0.9 74000 4400
canadian used car prices 0.57 4400 4400
certified pre owned 0.7 135000 4400
used cars mississauga 0.96 4400 3600
used cars for sale in toronto 0.95 4400 3600
used cars saskatoon 0.95 3600 3600
used car values canada 0.52 4400 3600
used cars nova scotia 0.9 3600 3600
used car reviews 0.58 33100 3600
used cars alberta 0.91 3600 3600
good used cars 0.42 18100 2900
used cars london ontario 0.95 3600 2900
canadian used car values 0.51 3600 2900
used car lots 0.94 74000 2900
blue book for used cars 0.52 165000 2900
nissan used cars 0.9 40500 2900
used cars st. john s 0.93 2400 2400
used cars brampton 0.96 2400 2400
used cars victoria bc 0.93 2400 1900
pre owned bmw 0.66 33100 1900
used cars under 5000 0.83 27100 1900
best used cars to buy 0.81 22200 1600
used cars pei 0.88 1600 1600
used car search 0.8 49500 1600
japanese used cars 0.78 110000 1600
used car sites 0.92 33100 1300
used cars online 0.8 22200 1000
certified used cars 0.89 27100 1000
used car websites 0.91 33100 1000
cheap used cars for sale 0.95 40500 880
certified pre owned cars 0.88 14800 720
quality used cars 0.69 8100 720
used cars websites 0.86 22200 720
best used cars under 5000 0.66 8100 720
best used cars under 10000 0.71 9900 720
use car for sale 0.91 12100 590
pre owned cars toronto 0.96 390 320
pre owned cars calgary 0.98 320 260
pre owned cars vancouver 0.96 170 170
pre owned cars for sale 0.94 5400 170
pre owned cars canada 0.89 210 170
pre owned cars montreal 1 73 58

 

 

The answer is clear, if you want to speak the customers language and connect with the buyers, make use of the same terms as them. We may think that the physical marketplace is competitive, but it is nothing in comparison to the online marketplace where the smallest detail can provide a competitive advantage for you. Revisit your use of keywords in your online activity and make it match.

What is your experience of 'used' versus 'pre-owned'? 

Jim Bell
Very interesting and thanks for sharing. Dealers need to make sure that they are checking their key words in Google analytics and try to capitalize on those key words that are a little further down the list with SEO.
krish mehta
Great post! Very Nice keywords research collections for Used car sale i would like to just say really nice Blog. Used Cars Toronto

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