The used car market has changed. Pricing transparency means customers often know the average market price before they even step on the lot. They arrive with a printout (or a screenshot) from CarGurus or AutoTrader, ready to battle.
If your team doesn’t have specific used car sales training, they will drop the price immediately just to save the deal.
Selling the Car, Not the Price
Used cars are unique. No two are exactly alike. That is your leverage.
A new Camry is a new Camry. But a used 2021 Camry might have lower miles, better tires, a cleaner history report, or a rare color combo.
Your salespeople need to be experts at building value in the specific vehicle. They need to walk the car and point out the value, justifying the price. “Mr. Customer, we might be $200 higher than that one across town, but we also put on brand new tires and certified the transmission. Would you rather save $200 now or $1000 later?”
The Trade-In Battle
Used car profitability often hinges on the trade-in negotiation. This is where most “green peas” lose money. They insult the customer’s trade, causing the customer to dig in on the purchase price of the new car.
Proper training teaches the “silent walk-around” of the trade—getting the customer to acknowledge the dents and dings before you put a number on it.
Inventory Velocity
You can’t hold gross on a car that has a birthday on your lot. Training isn’t just about negotiation; it’s about process. How fast are cars getting online? How good are the photos/descriptions? It all matters.
Maximize your pre-owned margins. Get your team the specialized Used Car Sales Training they need to win in today’s market.
