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SALES AND MARKETING

Continued from page 8 grew up with advanced technology, so Find Differentiators
tech-savvy salesperson. Here’s what you using these features – and talking others
actually need to do. through them – is second nature to them. Which features and options should be em-
Combine that insight with a veteran’s sales phasized during the sale? That’s a tricky
Make Technology Look Easy knowledge and he or she is unstoppable. question, because not all technology is
created equal. Keep in mind, consumers
Consumers always have expected sales- Get Hands-on Experience have different expectations for different
people to know about the vehicles they features.
sell, and the rise of vehicle technology A great test drive is important, but 31
hasn’t changed that. Being a knowledge- percent of Millennials say it doesn’t offer For example, 60 percent of consumers
able salesperson is more important now enough time to master vehicle technolo- think features such as Bluetooth, keyless
than ever. gy. That skyrockets to 61 percent for older entry and blind spot detection should
generations. come standard.
Although most consumers plan to research
the latest technology before shopping, Regardless of age, 35 percent of consum- Emphasize connectivity and entertain-
44 percent still don’t know what features ers would like to learn about vehicle tech- ment features. Forty percent of consum-
they want when they take a test drive. And nology either from a dealership staffer ers’ wish lists include vehicle features such
that’s where salespeople come in. or a dealership-hosted class. That means as wireless device charging, telematics and
dealership people must get up to speed. interactive dashboards.
They should feel comfortable explaining Before you can teach something, you have
the latest tech features of any vehicle and to know it yourself. Because these features aren’t essential to
making those features look easy to use. A vehicle function, they’re not as commonly
third of consumers say they’d walk away So during downtimes, dealership person- available as other tech options. If a vehicle
from a purchase if the vehicle’s in-car tech- nel should roll up their sleeves and try out has them, it provides something out of the
nology seemed too difficult to use during advanced features of the vehicles in stock. ordinary, something many consumers will
the test drive, salespeople should feel com- Once they know their way around, they be willing to pay for.
fortable demonstrating the ins and outs of should consider offering regular classes to
tech features. consumers who want extra guidance. This By knowing consumer needs and getting
support system can motivate hesitant con- comfortable with the latest vehicle features,
Older salespeople shouldn’t be afraid to sumers to invest in a more sophisticated car salespeople can sell more vehicles – no
ask Millennial colleagues for help. They vehicle. computer science degree needed. n

Certified Used Vehicle Sales

Continue Moderate Growth 15% OFF

BY JOE OVERBY, SENIOR EDITOR, AUTO REMARKETING YOUR FIRST
ORDER
Certified pre-owned vehicle sales were up As for April, European brands were up 3.6
modestly in April, as the first third of the year percent with 38,771 certified sales, the firm OF FORMS
wrapped up slightly ahead of the 2016 pace. said. Asian brands were up 0.2 percent with
113,052 sales and the Big 3 was down 0.1 Enter coupon code
According to Autodata Corp., there were percent with 82,670 CPO sales. at checkout:
234,493 CPO sales last month, beating year-
ago figures by 0.7 percent. That pushes the For the year, however, European brands have GIADA15
year-to-date sum to 881,881 sales, a 0.3-per- increased sales 5.5 percent with 148,463
cent increase. units moved, the firm's data indicated. giada.org/dealersupplies

This follows a particularly strong March, a Asian brands are up 3.6 percent with 433,002 LIMITED TIME OFFER.
month where Autodata determined the in- CPO sales. EXPIRES JULY 31, 2017.
dustry turned the second-highest amount of
CPO units ever and four automakers posted Certified sales for domestics are down 6.3
new all-time highs for monthly CPO sales. percent at 300,416 units sold. n

10 | GIADA Independent Auto Dealer JUNE 2017