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.