You pride yourself on the quality of your used car inventory. You ensure your customers that each pre-driven vehicle is sales-worthy, and it is because you have made it so. Every vehicle, whether they be trade or auction-bought, is inspected, valued, and detailed. But what costs dealers the most time and money is the reconditioning. Are you leveraging that work performed to convert shoppers into buyers?
More than likely, you’re not.
[blockquote name=”Joe Webb” organization=”@zonewebb”]CarStory data reveals less than 3% of all vehicle listings mention any reconditioning information. Why spend $700 making a car lot-worthy if you aren’t going to celebrate it?[/blockquote]
All dealers know that shaving days off of their overall recon process can add countless thousands of dollars to their bottom lines (which is why software such as Recon Ninjas or Rapid Recon are taking off), but they aren’t utilizing this information when building value in their customers’ eyes.
CarStory places a vehicle’s recon information on the VDP and inside the CarStory Market Report of every used car in an effort to add credibility to each unit. Here is an example of how Subaru of Wichita leverages reconditioning data on their site using the free CarStory Market Reports:
In DealerKnows‘ opinion, though, a visual representation, while excellent, still isn’t enough. Dealers should also be sharing the recon info in their written vehicle descriptions. Let’s face it…using an automated tool that pre-populates descriptions filled with phrases such as as “This is a nice one!” or “Clean and in the wrapper” is not going to grab eyeballs. And writing those same word tracks IN ALL CAPS doesn’t make it better. It makes it an eyesore. Instead, share information that builds value and credibility, not just appeals to emotions.
Data science company CarStory also revealed there are 3 pieces of used car info shoppers seek first and foremost:
- Vehicle Condition
- Accident History
- Service History
The parts you replaced, maintenance you conducted, and reconditioning you performed strongly influence two of the top three most valuable provisions you can share with shoppers. Show your recon process and info online, in your listings, on your VDPs, and in the showroom. Prove the money put into each vehicle to give peace of mind to buyers. You’ll find yourself in a better negotiating (and profit-retaining) position than you would have if you kept it quiet.
