A recent survey suggested that 50% of used car buyers don't trust dealers with their used vehicle preparation.
This statement is a damning indictment of how the consumer views the motor trade.
This lack of trust is reflected across the used car marketplace
It would be logical that dealers that can evidence the used car preparation process will be able to gain more trust from their perspective customers.
More trust equals more sales conversions - at higher transaction prices.
Transparency is key
There is an elephant in the room, so let's dispose of it it now!
The presumption of this article is that - as a reputable dealership - you do indeed prepare a car to a set standard.
If you don't then the remainder of the article is not for you.
Dealers often talk about cars being "prepared well" but in reality it's hard for the consumer to understand what this means.
Scouring a few dealer web sites and its almost impossible to gain any further information on what this means...
The key to meeting expectation is to set expectation. So actually documenting how you prepare a car is a key part of gaining that trust.
Explaining at what point tyres, brake pads and brake discs are replaced.
Does every vehicle receive an oil and filter change?
What about other items?
What are the policies for preparation?
Does this policy apply to all cars at all ages and mileage?
Check out your own Web site to see how well you answer these questions.
What happens on a "100 point used vehicle check"?
100 points sound like a lot so it's not surprising that consumers may believe that not much effort is put into each point...
Maybe the consumer would be better armed with an explainer video showing a multipoint used vehicle check actually being done?
Again, check your web site if you need to. Do you have this video available..?
Most importantly, the consumer wants to know about the vehicle they want to buy. Having a visual record available of the used car check is a key to further gaining that trust.
To do this, using a digital tool - such as the Navigator Vehicle Health Check system to record the multipoint check, along with
All help to gain trust.
Basically, all you are doing is demonstrating and evidencing that you do the job you say you do.
This will differentiate you from other dealers, and will convert to more sales - at higher prices!
There are some hidden benefit though.
The levels of customer complaints of faults will drop. They will see you did a comprehensive check on the car before you sold it and will therefore assume that any fault appeared after handover and wasn't present on the car before the they bought it.
The improved perception of your ability to prepare a car will roll over into confidence of your ability to service and maintain the vehicle post sale - and will improve long term revenues from the customer who remains loyal to you.
Giving you that opportunity to help the customer buy his next car.
Check over your web site, from a consumer perspective.
Does it clearly show how you prepare cars, and to what standard ?
Can you see how each car is prepared individually ?
If not, should you add articles and videos to your web site ?
How do you record your Preparation ?
Is it systemised ?
On a tablet or mobile device ?
Does it have photos and video where appropriate ?
If not, should it ?
Find out whether Navigator is a good fit for your dealership. Spend 30 mins with one of our Consultants in a no pressure environment. Click the button to book a Zoom Call
Book a Discovery Call
.png)
.jpg)
