Page 67 - Car Sales Training Manual

􏰂+9*7 9-* !*89 􏰀7.;* ? Session C.5
C.5–1 of 3
TOPIC: Presenting the trade-in valuation to a customer. Points to remember when introducing the Pre-Owned Valuer/Manager and presenting the trade valuation.
AIM: To determine and maintain the most effective, courteous and informed method of presenting the trade-in valuation to a potential customer.
KEY POINTS: • One of the most sensitive moments in a sales process is the presentation of the trade-in valuation to a customer.
Because customers’ trade-in expectations are often more optimistic than market reality, the 2&33*7 in which the valuation is presented often makes or breaks the negotiation.
• Any requirement for a trade valuation must be ascertained as early as possible in the sales presentation in order to give the Valuer maximum time to value the vehicle.
The customer should be positively informed of the benefit that giving the maximum available time will offer in securing the best possible valuation.
If wholesaling - contacting as many outlets as possible. If retailing - conducting a proper technical evaluation.
Explain to the customer the importance of the Valuer driving the vehicle and having access to the vehicle’s books to ensure a good and accurate evaluation.
• Valuations should always be conducted with the use of a professional pre-owned vehicle evaluation pad in order that any rectification requirements can be logically explained (irrespective of whether the car is to be retailed 47 wholesaled).
• If the vehicle is to be wholesaled, &11 offers (trade) should be retained to show the effort made to obtain the best result.
• Do not use the words ‘wholesale’ or ‘wholesaler’ to a customer during the trade discussion. Remember, it is 89.11 their own car at this point and they are sensitive about it. (Use ‘Resale Specialist’ or similar.)
• Also, never ask your customer how much they want for their trade, because every time you give them less they feel like they are losing. Sometimes you are better off under-trading and then if you have to move up, your customer will feel they are winning.
• Many customers will have determined a possible value for their trade-in from the various commercial sources available, such as motor magazine or internet pre-owned vehicle price surveys. It may need to be explained that these surveys presuppose