Sunday, June 13, 2021

Is your car dealership missing out on customer trade-in opportunities? – Sean Gardner, Joe Verde Group

Today on CBT News, host Jim Fitzpatrick is joined by Sean Gardner, Instructor and Sales Trainer with Joe Verde Group

Gardner begins the conversation by discussing the ways car dealers can obtain valuable late-model trades. He says that the Joe Verde Group has been in frequent discussions with their clients on this very issue. Right now, there are multiple ways to obtain inventory. However, Gardner says the best vehicles are the ones that dealers trade for. Joe Verde calls vehicles that are late models, had only one owner, and maintained very well, valuable trade-ins that are easy to sell. 

Customer trade-in values are hitting all-time highs. Gardner says now is the time for car dealers to go the extra mile to earn customer trade-ins. Car dealers primarily should look for late models, low-mileage SUVs, and low-mileage pickup trucks. Gardner says the story behind the customer trade-in is so valuable in selling the vehicle. When it comes to used vehicles, customers are very interested to hear all the details concerning the vehicle’s history. 

“That type of story gives a salesperson confidence,” said Gardner, adding that customer trade-ins are being overlooked due to concentration on auctions. “And the gross is typically higher on those types of vehicles.”

Gardner believes that car dealers are missing a tremendous opportunity to obtain customer trade-ins from previous customers. Car dealerships that have already won a customer’s business have the best chance of earning the customer trade-in if they continue to pursue a solid relationship with the individual. Unfortunately, many car dealerships make the mistake of letting car buyers walk out the door without keeping in touch with them. Gardner shares a scary statistic that 90% of salespeople don’t stay in contact with their customers long term. The follow-up is the most crucial aspect of keeping customers engaged with the car dealership.


Did you enjoy this interview with Sean Gardner? Please share your thoughts, comments, or questions regarding this topic by submitting a letter to the editor here, or connect with us at newsroom@cbtnews.com.

Be sure to follow us on Facebook and Twitter to stay up to date or catch-up on all of our podcasts on demand.

While you’re here, don’t forget to subscribe to our email newsletter for all the latest auto industry news from CBT News.

dealers

Avatar
CBT News
CBT Automotive Network is a multimedia broadcast platform serving automotive professionals. With interviews featuring the biggest names in the industry, daily newscasts following top stories, up-to-date market data, and exclusive articles covering the latest industry trends, CBT is the leading voice of the retail automotive industry.

Related Articles

Latest Articles