Page 50 - GIADA-Jan-2018-Final

INDUSTRY INSIGHT

Selling an Unsellable Car? Here’s How

By Steve Lang

How do you sell the truly undesirable, Cleanliness Is Next to Godliness afraid to call back places that did services if
unsellable car? Take, for example, a in Used Cars you need new printouts. Nothing inspires
23-year-old Plymouth minivan that is Before you shoot pictures, give the car a confidence like a fistful of repair records.
missing both rear seats and has more good cleaning. Cars priced in the $10,000
than 219,000 miles on it. Who would pay range should come standard with a detail Problem Tell and Problem Solve
money for that? You may be surprised. job. Most shoppers will shop first with No 23-year-old vehicle is going to be
A lot of people are on the lookout for their eyes before seeing it in person. So if perfect. Hell, it’s lucky that it hasn’t
vehicles shunned by the masses. To find what you’re selling is pretty, make it shine already been recycled into a small army
those buyers, here are a few key rules: and stand out. of washing machines. When it comes to
old cars, telling folks about problems and
Start Your Ad with the But what about a $1500 car? Take that offering reasonable solutions is a fantastic
Most Popular Words scroungy mutt through a $6 carwash one-two punch.
There are plenty of folks with a large family, and bring some cleaning supplies so that
or a need to haul stuff in an enclosed your rolling relic can bring its best tires Even Plymouth Grand Voyagers
space, who just type in the word “minivan” forward. Speaking of which, it’s always Have Buyers
on Craigslist or Facebook Marketplace. smart to take care of the little things on That Plymouth minivan mentioned
Keyword-search terms are not just limited an older used car that help you make earlier? It sold to a retired airline pilot, one
to model segments, of course. And it’s the first impression online. Clouded or of three callers who expressed immediate
important to remember that lesser-known cracked headlights should be repaired interest. This was the ad’s description:
vehicles could have siblings with more or replaced. Most are cheap on older, “This 1994 Plymouth Grand Voyager SE
name recognition. In these cases, adding a nonluxury vehicles, and they’re easy to has spent its entire life in the metro Atlanta
backslash in the listing’s title can go a long install. Same for the floor mats. To replace area and had only one owner since new. It
way. For instance: “Chrysler Minivan/ both on most older cars typically comes has been given several new parts including:
Caravan/Grand Voyager SE/1 Owner/ out to less than $100. For small blemishes * Alternator * Battery * Oil Change The
Cold Air.” The Plymouth Voyager hasn’t that don’t pierce the paint, I have used a air conditioning is cold, there is no check
been around since back in 2000, but Magic Eraser and soapy water and found engine light on, and the vehicle even has the
the Dodge Caravan is still out there as a they can do absolute wonders. (If you are original wheel covers that came with the
Grand Caravan. For every Isuzu Ascender worried about the possibility of damaging vehicle. The two rear seats are missing. But
that got stuck in SUV anonymity, there the finish, test first in an inconspicuous if you really do want that, you can typically
is a near clone Chevrolet TrailBlazer that place like under the hood or trunklid.) find them for $50 or less at any junkyard.
sold in the millions. So if you have that You don’t have to go nuts, but do invest in Carfax available upon request. I can be
association, use it. those little things. reached at (phone number here).”

Take Too Many Pictures— They Are Buying the Car, The buyer wanted an Iacocca-era minivan,
Especially of the Faults Not Your Politics similar to one he had owned way back
Want to do better than the other sellers Do you use the rear of your car as a when—and one that could be restored
out there? Show you have nothing to hide rolling billboard? Bumper stickers should in that cheap, beater kind of way. For
by being honest about the vehicle’s flaws. never “coexist” with the car you’re selling. $1000 and a firm handshake, the deal
Take about 40 pictures, starting with the Anything that’s too personal, humorous, was quickly done. “Unsellable” cars are
front of the vehicle, and then do a full or political needs to go if you want a good always a challenge. But if you’re up to it
walkaround from beginning to end. If price and a quick sale. and realistic about the price, both you and
someone wants a Carfax or more photos, your former daily driver can wind up with
hand them over. Buyers love it when you Old Records and Documents the right results. n
eliminate uncertainty and give them full Are Highly Desirable
disclosure. Give someone a nice folder filled with Steven Lang has been an auto auctioneer,
maintenance records, and that car will car dealer, and part owner of an auto
auction for nearly two decades.
spin out of your driveway faster than a
Stevie Ray Vaughan blues lick. Don’t be

48 | GIADA Independent Auto Dealer JANUARY 2018