Selling your used car inventory takes some strategy and a lot of preparation. Whether you’re showcasing a gently used Mazda CX-9 from the past three years or a battered and beaten 2000 Geo Metro, these tips will help your inventory fly off the lot.
Encouraging prospective customers to do business with your dealership depends, like any sales effort, on your ability to promote your wares and make them as visually appealing as possible. Fortunately, these days there are plenty of opportunities to entice people to your dealership and close the deal on any vehicle in your used vehicle inventory.
This includes everything from a thorough washing to multimedia and digital promotional activities. Check out these tried-and-true tactics for converting prospective customers into buyers and building a potentially long-term relationship.
Fix it Up
It’s easy enough to pump up a used vehicle’s look and appeal by adding new floor mats or slapping on some new tires, but going the extra mile is what builds trust and encourages people to keep coming back to you. That means inspecting each used vehicle and determining how to make it a reliable ride for someone who’s trusting you with their money.
Of course, some used vehicles are simply too far gone to be worth the trouble. However, given the longevity of many brands on the market today, you can easily add years to an older-model Mazda or other well-designed used car.
Detailing
Detailing is something most car dealers do without a second thought. It’s a courtesy, like putting a bow on a Christmas present, value-added. If you’re trying to move used vehicles off your lot, detailing is absolutely essential, and it’s easy and inexpensive.
A detailed car gives the impression that a vehicle that’s caught a buyer’s eye has been well taken care of by a previous owner. A good wash inside and out is a solid start, but consider also replacing carpeting, making sure there are new windshield wipers, and taking care that the headlights shine bright and clear. And don’t dismiss the value of a pleasant scent if you want to give it that new-car smell.
Professional-Looking Photos
Wherever you plan to use images, it’s worthwhile to have a professional photograph your used car inventory. OF course, the quality of cell phone cameras makes it possible to take high-quality photos yourself. Still, a professional can frame photos in a way that emphasizes what makes a vehicle visually appealing.
Photos and well-produced videography can make your website really pop, an important factor given the number of people who shop for and purchase vehicles online these days. After all, there’s nothing quite like the sun shining off a stylish, clean, brightly colored car, truck, or SUV.
Go Social
Few promotional venues make an impression as strong and as quickly as social media. It’s an essential component in virtually every sales and marketing campaign today. According to V12data.com, 75 percent of car buyers have indicated that online research, including social media, was the most helpful way to choose a dealership.
Whether you post a few photos on a Facebook page showcasing a used Mazda CX-9 or launch a more comprehensive approach, social media is a powerful asset for your promotional toolkit.
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