Consumers are doing 11.5 hours of research online when they’re buying or selling cars. Transparency is king, and you have to “toss cheesy dealer speak or VIN explosion” to not have the researcher click past you, says FirstLook’s Steve Miner in his blog.
As for effectively marketing CPOs, Miner says there are four methods to keep in mind for getting the best ROI…
1. Get specific with them about why the vehicle will fit their needs. This will vary depending on who you’re talking to – family buyer, luxury buyer, etc. Family buyers will be much more interested in safety features and storage capacity than luxury buyers will be.
2. Limit their risk – walk them through available resources like Carfax 1-Owner and how a CPO program minimizes their risk.
3. Give them evidence that you’re offering a more affordable true value. Are you lower than KBB or NADA’s suggested retail price. Show them the numbers.
4. Get into the details about why your dealership is what it is. What’s special about the car and its tires, recent performance checks, maintenance services offered, etc.
