I know most of you can’t stand dealer trades,
and they are part of our business.
Do you know, we often create the dealer trades we claim to hate?
By starting the sale wrong and asking the wrong questions.
By following the Sales Process in the Excellence Roadmap, you learn to ask the right questions, help your buyer find the right car (on your lot), and decrease dealer trades.
Always explain dealer trades to your buyers.
Don’t assume they understand it.
If you can’t get a buyer on the car or there’s a product objection you cannot sell around, let them know about the dealer trade option.
- Let your buyer know you are part of a network. You have the clout necessary to get the car they want. (This builds value in you & in your dealership.)
- Explain the process. Your buyer will test drive a similar vehicle. You will agree on a price and on a payment option. You will take care of the dealer trade.
- Communicate. Communicate. Communicate. It takes more frequent follow up to make buyers feel comfortable with the dealer trade process.
Think about the dealer trade process from the point of view of a buyer who has never been through it. Follow your dealership’s game plan.