Almost like a virtual test drive, seller’s notes for your used-vehicle inventory listings are one of the best opportunities to capture a customer’s attention, from special features and packages to aspects of a vehicle that differentiate it from other makes and models consumers may be cross-shopping. Here are some things to keep in mind:
- Get creative. Write a story about the car by sharing information about how it drives, how much legroom there is or even how supportive or sporty the seats feel. This will grab the imagination of the customer right away and give them a taste of what it’s like to be behind the wheel.
- Highlight the small things. Since the VIN decoder takes care of the basic description (trim level, number of doors, color, etc.), this is your chance to highlight everything else. Talk about the sound system, navigation controls or even how many cup holders the vehicle has and their placement. Those are things that car buyers look for when learning more about a vehicle.
- Talk about the previous owner. Give the customer a sense of the vehicle upkeep by sharing what you know about previous ownership. Let the customer know how many owners the car had previously, if the driver was a non-smoker or if they provided records of maintenance work done on the vehicle over the years. This helps potential buyers start to paint a mental image of the vehicle inside and out.
- Set your dealership apart, too. Give car shoppers reasons why they should buy that vehicle from your dealership. Do you have great reviews? An award-winning service department? An extended warranty? Give them the confidence that buying that vehicle from your store is the right decision.
For more merchandising tips, contact your sales rep or Dealer Experience Consultant.