New or Used?
What do you sell New or Used? Many salespeople will say they sell both, however, when you look at their sales numbers, they are very…
What do you sell New or Used? Many salespeople will say they sell both, however, when you look at their sales numbers, they are very…
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What do you sell New or Used? Many salespeople will say they sell both, however, when you look at their sales numbers, they are very lopsided. Either the majority of their sales are New, or the majority of their sales are Used. Sure, technically the sprinkle in a New car here if they primarily sell Used or the stumble into a Used car customer there if they primarily sell New. Very rarely do I ever meet a salesperson that averages a one-to-one ratio.
I have always found this interesting, so I asked some salespeople. Some of the most common answers I heard when it came to selling more New cars:
“New cars are easier to sell.”
“More inventory.”
“We are buried in all of our Used cars.”
And the most common answer I heard when it comes to selling Used cars is:
“There is more gross in Used.”
“Used car customers are easier to deal with.”
And one of my favorites, multiple salespeople told me:
“No CSI Surveys on Used.”
No matter your focus and no matter your reasoning for it, you are missing deals because of it. In a lot of industries, it pays to specialize, however, not in automotive sales. You need to be a Jack of All Trades. You need to know how to sell everything, because you never know what your customer is going to want. You will also run into situations where a customer cannot buy what they want. Due to budget, credit, or any number of reasons, you may have to sell a customer a New car when they want a Used one, or vice-versa you have to sell them a Used one when they want New one.
In order to maximize your sales and commissions you must understand the advantages or benefits to the customer.
Whether your customer is looking for New or Used or if you have to switch them from New to Used or vice versa, you must understand why someone should want to buy whichever you plan to show them. Because if you do not understand why they should buy New over Used or Used over New, depending on the customer, they never will and you will end up being one of those salespeople who think they sell both, but in reality you only sell either New or Used and end up missing deals and commissions.
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