Dealers and managers all agree that the number one reason customers buy a pre-owned vehicle is condition. When you’ve got diamonds on the lot, you can ask for more and discount less. I know this as a fact, because when I go to the auction I see the same thing happen in the lanes. Two cars come through the auction lane that are exactly the same—exact year, model, mileage, tire wear, equipment, everything—except for one thing, one is dirty and one is clean. How much of a price difference is there between the two vehicles? You tell me. When I ask managers in our manager’s workshop they all agree, at least a nickel ($500), perhaps more.

Your cars bring more money on the line when they’re in front line condition, what about your sales force. Will they bring more profits to the dealership when they’re in front line condition? You bet they will. Here are just a few topics to practice as you move forward in 2009.

Vehicle condition                               Salesperson condition

A.    Dead battery/no spark               Lack of motivation and enthusiasm
B.    Dirty exterior                                No dress code or not enforced
C.    Dirty interior                                Negative internal thoughts
D.    No certified stickers                  Poor marketing and prospecting expectations
E.    No pricing on vehicles              No name tags
F.    Sloppy lot appearance              Inadequate training
G.    Mismatched tires                       Poor teamwork—no encouragement
H.    Aged inventory                            Wrong person for the position
I.    Damaged windshields              Poor vision—lack of goal setting and coaching

Just start with one or two items.

Pre-owned department                                             Sales department

A—Install new batteries only in all recons.             Motivation, enthusiasm, and passion start with
Have your sales staff start vehicles every                a “spark” from leadership. As the leader, you’re
day helps avoid the “I hope this thing starts”          the spark! How’s your battery?
prayer.   

B—Wash pre-owned vehicles twice as often         Dress professionally. Follow a dealership dress code.
as new vehicles. Condition is the number one      People buy with their eyes—would they buy you?
reason customers buy.

C—Have your sales staff arrange the lot,                 Positive internal self talk is key. People who feel
not attendants. Another set of eyes keeps               good about themselves produce good results. Find
interiors cleaner.                                                           a qualified motivational speaker and use him or her often.   

D—Use all marketing materials, Flags, and           Put your people back to work. Teach prospecting as the
stickers.                                                                           first step on the road to the sale—not greeting.
   
E—Placing prices on all vehicles builds trust         Suggest name tags, including managers. Customers Love It
with customers.                                                             and it helps new hires adapt faster.
                           
F—Assign an attendant to “fine–tune” the                Don’t “come down” on salespeople for things they haven’t
look and line up of bumpers.                                      been trained on. Only two things make a dealership successful:
                                                                                          great products and well trained people. Sales meetings should
                                                                                          be instructive.

G—New tires can make the deal. Added                  When managers attend training with sales people everyone wins.
safety builds trust in today’s market, because        Showing strong teamwork is key.
the owner avoids extra expense.

H—Adhere to a strict turn policy. The turn                 Establish strong hiring practices—be more selective. Look
is more important than front end gross!                    for people that are trainable. Some of the top leaders on the
                                                                                           sales board are women.

I—Paying special attention to windshields               Improved vision or goal setting is critical. Conduct improvement
pays off.                                                                            reviews every 14 days. Catch People Doing Things Right and you
                                                                                           will see the difference.

How did you meet your spouse? Did you get a fax? Not likely. You were probably at an event or social gathering and you looked across the room and said to yourself: that’s an attractive person, I’d like to meet that individual. You buy with your eyes.
 
Front line ready means your vehicles have that great eye appeal or as some people say, “eye candy.” When your inventory has that visual appeal, volume and grosses increase—we prove it all the time with certified numbers. When it comes to your sales staff, it’s the same. Choose some of the items on the above “have a plan” list and start today with your yourself. Improve the appearance of your staff, bring them up to front line ready and watch your net profits take on an improved appearance.

Paul H. Webb is a principal of Street Smart/Paul Webb Training/WebbVT—all divisions of I.T.S., Inc, a company whose clients range from vehicle manufacturers, state and national automotive associations. For more information call 888-469-7117, email This e-mail address is being protected from spambots. You need JavaScript enabled to view it , or visit www.WebbVT.com.

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