We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
The title may confuse you - “But Megan, most stores have a Used Car Manager!” You’re right - of course they do; and mine does too. But the point of this post isn’t to toll the virtues of a Used Car Manager (albeit there are many), this post is to explain to you why sometimes I don’t call my Used Car Manager my Used Car Manager.
It all goes back to setting internet appointments - “Just Get Them In,” correct? (Shoutout to Joe Webb of DealerKnows Consulting). Of course we want our customers “in” - we can’t sell a car to someone over the phone, right? We can’t take them on a demo drive, or do paperwork over the phone. And most importantly to this blog post, we can’t appraise their trade over the phone. But lots and lost of people these days expect us to give them unseen trade values over the phone (I’m sure you’ve run across this). But we don’t want to!! ::: throws temper tantrum :::
I’ve found that if you refer to your Used Car Manager as your BUYER - it holds a lot more klout with customers.
“I’m not going to tell you because I’m sure you already know, you’ll get the most money for your 1997 Ford Escort with one of my BUYERS looking at it in person.”
I don’t use “manager,” I don’t use “appraiser,” I use BUYER. It’s all about how you refer to the appraisal process. A customer naturally wants the most money for their trade-in (don’t we all) - & buyers typically PAY more money for things.
I've even had people call in and reschedule their appointment and ask "Will your buyer still be there at 5:30 instead of 4:00?" GOLD - you know that's a confirmed appointment!
What do you think? Have you ever tried an approach like this? Maybe you refer to your Used Car Manager as something else when talking to customers.