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SELLING USED CARS ONLINE!
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Experts are predicting that Used Car sales will rise in 2001! Many analysts are predicting a slow down in new car sales in 2001, and an increase in used
car sales. In fact, many car manufacturers have already cut production
of new vehicles at the factories, until they see a better picture.
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In the past 4 years we have seen New Car Sales setting records. Most online sales reps have been pushing
new and have ignored the used car sales, or relegated it to someone else. Many Dealership web sites are geared
to the new car buyer. Many buying services also have not seriously worked on generating more used car leads for
you. In fact, many used car managers don't even handle Internet sales at their Dealership. We have also found that
many Fleet Managers try to convert online used car shoppers to new, and if they can't, they simply move on to the
next lead. Well, it is time to look at used car selling on the Internet a little more closely.
TRADITIONAL USED CAR SHOPPER VS. INTERNET USED CAR SHOPPER
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Internet shoppers spend more time in the used car
shopping process than the traditional buyer.
A recent study by JD Power and Associates revealed that online
used car shoppers will visit 5.2 dealers vs the Traditional buyer who will only visit 3.5 dealers. They also found that the online used car shopper will take about 4 weeks to purchase versus
only 2.3 weeks
for the traditional shopper.
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Why does the online shopper take longer to buy a used car? Access to tons of information
makes it easier for the online shopper to find the right vehicle at the right price, and he can find numerous vehicles
online, versus just driving around dealer to dealer searching blindly. This allows the shopper to take his time
with very little driving and negotiating. Traditional buyers that drive around to find a used car will usually
give in earlier, especially if they are having trouble finding the one they want. In fact, many traditional shoppers
end up in something they really didn't want because they just didn't have the patience or time to keep searching.
A good Internet surfer can look at more cars online in 30 minutes than the traditional shopper
can see in 3 weeks.
Why do online shoppers visit more dealers? Many online shoppers will visit numerous dealers
before buying because they already have a list of specific vehicles at different dealerships. One used car sales
technique is to always tell shoppers you have the vehicle when it has been sold, and get them in to walk the lot.
Traditional shoppers will usually end up buying something else that you show them. The online shopper will probably
leave and go look at the other vehicles on his list. Remember, the online shopper has access
to thousands of used vehicles with photos, and does his lot walking online. When he shows up at your dealership,
he expects you to have the vehicle he saw online, and he will probably leave when you don't.
If you want to sell more used cars to these online shoppers read the following tips and suggestions.
Selling Used Vehicles online!
This is one of the most overlooked areas by dealers on the
Internet. If you are using the Internet at your Dealership and do not push used cars, you may want to meet with
your used car manager and get him on board. There are more used car buyers out there, and if you provide them with
prices and photos you will again, receive more serious buyers.
1. You must have used car leads coming in everyday. Without
a sufficient number of leads coming in, you will not get as many opportunities to sell. This means using CarFinder
services that will send you traffic.
Used CarFinder Leads: These usually come in the form
of email. Many of these shoppers will fill out multiple forms on multiple services and wait for the responses from
multiple dealers. This is why it is so important to have many leads coming in, and a good email follow up system.
You will find shoppers fill out forms differently. You may receive a request with
Any filled in for Make and Model, yet
the price range is filled in. Others will ask for a specific used vehicle with no price constraints. Our research
has shown that most used car shoppers are more price oriented than brand oriented. Many want the best vehicle available
in their price range. A person looking for a specific used vehicle will travel to
get it. This is where having your own digital camera will be very rewarding. Send people actual photos of the vehicle
they are looking for and they will respond. Click here for
lead follow up tips
Be familiar with your current inventory. Keep in constant contact with your used car manager, because you may have the exact used vehicle
the online shopper is looking for, and not even be aware of it. Many used car reps walk the lot every morning and
check the trade in logs for upcoming vehicles. Do not assume that shoppers filling out CarFinder Forms have seen
your inventory online, so make sure you provide a link in your follow up email.
2. Actual photos will sell more cars!! You must put your
inventory online with photos and keep it fresh. Online shoppers can't buy what they
can't see, and they can't buy it if it has been sold for 2 weeks. Bringing in serious buyers is the result when
you put photos of your inventory online, and many of the contacts you receive will be shoppers asking about a particular
cars availability.
Direct hits on your online Inventory: This is where
the action is! Put your used vehicles online with actual photos and good prices and
you will be rewarded with serious buyers. Many of these shoppers will email you, call you direct, and many more
will drive straight to your Dealership with no contact at all. When they get to your dealership, they want to see
the vehicle they were looking at online, so keep your online inventory fresh! Nothing upsets online shoppers more
than outdated vehicles. You must list your used vehicles in multiple classifieds (YAHOO,
AutoNetUSA.com, Classifieds2000) and on your web site to maximize exposure. The more vehicles you have online with photos, the more vehicles you will sell.
Keep your inventory fresh and bring buyers in on actual vehicles.
Many serious shoppers will see your online inventory and call, or drive right in. Make sure you stand out or they
will deal with someone else at your dealership. Make sure your name stands out on any print outs they may bring
in.
Should you put prices on your used vehicles? Since 1996
we have been surveying online shoppers, and nothing upsets them more than cars with no prices. If you don't price
them, you will receive less hits, because online shoppers will click on until they find prices. Keep in mind that
many shoppers will compare your pricing to Kelley Blue Book, Edmunds, and NADA, so keep your pricing in line.
Design your classified ads properly. The more info you
put in your ad text, the more traffic you will receive and these people will be serious buyers. Remember the Internet
is about information and if you hide the important options, miles, prices etc.... online shoppers will move on
and deal with someone that provides the info they need to make the next move. Which will usually be contacting
you about a test drive or just heading in to see you.
You must have the following included in all your classified ads:
Your name and your Dealership: Many online shoppers
will call or come right in. If they don't have a name they will be handled by the floor.
Your own direct phone line: This is very important
because all calls off your online ads will go straight to you instead of the switchboard. Many shoppers will call
and the switchboard operator will send them to the sales desk. You will never see these people. If you can't get
a private line, than make sure you let the switchboard know that all Internet leads must go to you.
Email address: Many shoppers will not call and will
want to use email for their information gathering. If you don't put your email address in your ads you will lose
these buyers.
Important Fact: Many online sales reps prefer selling
used online to new because they tend to get bigger grosses. In view of the fact that the shopper can only use blue
book values as a price guide, they do not know what you paid for the used car. This allows you to negotiate selling
price with more authority. This only works if you are buying your used cars right. The Internet is NOT a good place
to get rid of your over priced units, save those for the traditional off the street buyer. |
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Photos sell cars!
Most of your competitors do not supply an actual photo to the viewer. The Internet
is about photos!!!! Online shoppers want to see as much about your inventory as they can. If you fail or refuse
to supply the info, they will simply surf on to a web site that does. The thing that separates the Internet from
the newspaper is that you can supply tons of info about your cars at a fraction of the cost.
Or do you think text only is more effective:
99.9 % responded in surveys that they want photos.
1997 Silver 4 Dr Sedan 4 Cylinder, 1.6, Fuel Injected, 5 Spd, PS, PB, PDL, PW, Cassette, AC, Tilt Wheel, CC, Air
Bag(s), Passenger Side Air Bag, Reclining Seats, Rear Defroster, Console, Dual Mirrors, Cloth Interior, 36K Miles
Stock #46121 only $9,995
| 1997 Silver 4 Dr Sedan 4 Cylinder, 1.6, Fuel Injected, 5 Spd, PS, PB, PDL, PW, Cassette,
AC, Tilt Wheel, CC, Air Bag(s), Passenger Side Air Bag, Reclining Seats, Rear Defroster, Console, Dual Mirrors,
Cloth Interior, 36K Miles Stock #46121 only $9,995 |
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Want to sell more used vehicles! Get a Digital Camera. Click here
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