Selling a new car is about features. Selling a used car is about trust.
A customer shopping for a new car has peace of mind from the factory warranty. A customer shopping for a 5-year-old used car has one question on their mind: “What’s wrong with it?”
Their guard is up. They are hyper-focused on price, “problems,” and what the “book value” is.
If your salesperson doesn’t have a specific process for this, they will default to the path of least resistance: running to your desk to ask for a bigger discount. They’re not “selling”; they’re just giving away your gross.
You Need a “Used Car” Value Process
You can’t sell a used car with a new-car script. Your team needs a dedicated process that builds trust and demonstrates value beyond the price tag.
The AdaptVT virtual training platform has a specific curriculum for this. We teach your team to proactively build value before the customer can object to the price.
3 “Used Car” Skills Taught in AdaptVT
1. How to Sell the “Reconditioning Report”
The best “closing” tool you have is your own service RO. AdaptVT teaches your team to present the reconditioning report as a value-building tool.
“John, I want to show you why our vehicle is a better value. We put this car through a 150-point inspection. As you can see, we put on four new tires and new brakes—that’s a $1,200 value you don’t have to worry about. The car you saw ‘down the street’ hasn’t had that done…”
2. How to Handle the “KBB/Book Value” Objection
When a customer quotes a “book value,” your salesperson needs a script. AdaptVT teaches them how to acknowledge the customer’s research, and then pivot back to the specific value of your vehicle (e.g., its condition, its certification, its reconditioning).
3. How to Sell the “Dealership”
The customer isn’t just buying the car; they’re buying you. AdaptVT modules teach your team how to sell your dealership’s reputation, your CPO warranty, and your “Why Us?” value statement.
Stop competing on price. Start winning on value. Visit the AdaptVT platform page to see our dedicated used-car sales training.
