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At the NADA conference this year, I ran into a dealer friend of mine whom I had not seen in a long time.  The first thing he said was, “How did you sell all those used cars online?”  There was no - “Hello”. No - “How ya doing?” Just boom – “How did you sell all those used cars online?”

The fact is, the majority of dealers I talk to have a difficult time selling used cars on the Web; most have the preconceived notion that the Web is only good for selling new vehicles.

How I Sell Used Cars Online – Successfully

To begin, I set my communication template up the same way every time for my initial quote, regardless of what brand I’m selling, which can be 1 of 14 different brands. I use the same trigger words and word-tracks in my emails, voice mails, on the phone, and even on the lot.  After working with hundreds of customers, I have a good sense of which response is needed to make the sale. This comes with experience. The organization, standardization, and discipline of my selling process always let me know where I stand in the hunt for the sale. 

The Used Car Hook

The majority of leads I receive are for new cars, but I always use what I call my used car “hook.”  It works for me online, on the phone, and on the lot.

I always try to find a used car that is one year older and one model up from the new one the customer wants. Showing a lower price and having more bells and whistles is always a superb selling point. In most cases, I try to find a certified pre-owned vehicle because of the extra selling incentives offered by the factory. The customer is going to say, “yes or no” either way, so I’m flexible enough to go the way they want. 

My Internet department’s average gross for used cars is $2,750+ per copy, per month.  Both as an Internet sales representative and as a GM, I was always a lot happier to see those types of grosses than a “mini” on a new vehicle sale.

Marketing Your Used Vehicles Online

Whether you’re part of a single dealership or a larger dealer group, pay close attention to displaying your used cars on your website. The pictures have to be of great quality; the used cars must be priced to sell; and the inventory must be up to date. The Used Car Specials page is where you can sell over-aged inventory or get that hot trade off the lot fast.  

Featuring (isolating) a Used Car Weekly Special on your home page is another outstanding way to sell that one used car that you really want to go away, without taking a loss on it. Roughly 95% of the used car weekly specials I have displayed individually on the home page of our website have sold within a week.

I cannot emphasize enough how important it is to control your own destiny by mastering the way you market your used car inventory on your website. 

My Internet Sales Department averages 250-300 + sales per month, with only twelve Internet sales managers.  Our used car sales consistently comprise over 30% of those sales.

There is a car legend in Denver named Rick Derr, whose mentor is another Denver legend, A.J. Guanella, who was groomed by Colorado's car sensei, Lloyd Chavez Senior (Ward's Dealer of the Year, 2004.) Rick taught me what the old masters taught him: “Set the hook fast, deep, hard, and then pull it in.”

When I’m showing my prospective customer the new vehicle they’re interested in, I always walk them right past the “hook” vehicle. “Folks, this is the pre-owned Explorer that I was talking to you about...” I have the keys in my pocket and do a walk around of the vehicle. I emphasize the additional options that the used car has and that the new car doesn’t. I  bring their attention to the great savings they can get with a pre-owned vehicle. If they pass on it, then I move on to the new one. However, about 50% of my prospects opt for the pre-owned “hook.” In addition, my extended warranty penetration is over 55% because I offer a special discount with my pre-owned hook.

The Template

Below is a version of my favorite template. I understand that there is more than one way to skin a cat. This version works for me.  As this template is set up in my lead management tool, it only takes a couple of minutes to cut and paste the pertinent information into place. Regardless of whether the request is for a new Sequoia, Yukon, Jeep, Chevy, or Ford, I put my hook into every response.

I also have a modified bullet version of this template. (See below.) I’ve found that some customers like reading the bullets instead of a story-like response to their purchase request. I am partial to the non-bullet version simply because I have closed more customers using it than any of the several I have tested over the years. However, keeping it short and sweet has its merits.

I always display the MSRP and the Sticker Price in red. I display the "SPECIAL INTERNET PRICE" in green. Because psychologically, red is for "stop" and green is for "GO!"  

Dear Mr. Jones,
Thank you for your purchase request and this opportunity to sell you the vehicle you desire. 

(I like saying “purchase request” because it assumes the close of a purchase. Moreover, I liked using the words selling and desire in the same sentence. I liked it to be understood that, ‘Hey I am selling you this car.’ Thanking a customer for an inquiry is just thanking them for just shopping me. I recommend avoiding the word “inquiry.”)

I do have this particular Explorer in stock and it is ready to be parked in your garage or drive way!

(Saying this again assumes the close by getting them ready to take delivery. It helps the customer get a mental picture of what the vehicle will look like parked at their home.) 

The Manufacturers Suggested Retail Price (MSRP) is $36,510.00 and your SPECIAL INTERNET PRICE is: $32,876.00 plus tax and fees, after the factory rebate. I can speed up the process even more by getting your credit pre-approved. You can access our online Credit Application by visiting our Website at: Credit Application. 

(A lot of templates like to stick the credit application at the end. I like it in the meat of my response. I use the phraseology of getting their “credit” approved in case I run into a credit challenged customer. I take the onus of their bad credit off both of us and use their bad credit as a selling tool instead of allowing it to be an obstacle.)

Ford may have some other rebates you qualify for as well.  With approved credit, you can elect to take advantage of the special financing rates of 0.9% on 60 months.      

(I always include the factory specials, rebates, interest rates, etc. I use Ford as an example here, but you can use whichever incentives are appropriate for the make your prospective customer desires.)

Please let me know if this vehicle meets your needs. I will call you immediately to follow up on your purchase request and to set up a time for a demonstration drive and your delivery.  

(Call immediately and set the appointment. Sometimes I call my prospects even before they receive my email. This is gives me an opportunity to talk up my email and set the hook on the phone, and then they anticipate reading my email.)

I look forward to working with you.

(I always include an actual picture or multiple pictures of the vehicle - no stock photos - and a list of how the vehicle is equipped.)

I started using "HOTLINE" in bold blue font after seeing an ad on TV for a consumer hotline. I put my cell phone number as the hotline number and answer it with: "Vehicle savings hotline, this is Gilbert, may I help you?" This works like a charm. Even several years after I was promoted into management, I would receive calls for my “Hot Line” from my sales person days. I choose the blue font because it is a friendly "cool" color.

NEW 2005 BLUE FORD EXPLORER XLT SPORT 4X4

MSRP $36,510.00

SPECIAL INTERNET PRICE $32,876.00

10 MILES

GRAPHITE LEATHER INTERIOR

8 CYL. 4.6

AUTOMATIC TRANSMISSION SUV ...

Contact Gilbert A. Chavez at HOTLINE (555) 555-5555
or send email to Gilbert Chavez.

Here's the Hook

Mr. Jones,
I do have an outstanding pre-owned Factory Certified (Name the program, Ford, Honda, Toyota Certified, etc.) 2004 Eddie Bauer Explorer with only 11,994 miles on it! I could save you a lot of money in depreciation and get you a great discount on a new car vehicle service agreement (extended warranty.)

The Sticker Price on this 2004 Eddie Bauer Explorer is $32,999.00.

Your SPECIAL INTERNET PRICE is: $25,988.00.

This is a significant upgrade to the XLT that you are interested in. It still has the balance of the manufacturer’s factory warranty, which is 3 years / 36K miles, or whatever occurs first.

Options/Features Eddie Bauer PKG

4 Wheel Drive  8 Cylinders  Abs (4-wheel)  Air Conditioning  Alloy Wheels  Am/fm Stereo Automatic Transmission  Cruise Control … 

This Quote is only valid when the vehicle is purchased exclusively through me in the Internet Sales Department. To best serve my clients, I work by appointment. Insist on seeing me personally when you arrive. My HOTLINE number is (555) 555-5555. Please call me or email me with any questions you may have.

(This will help prevent you from getting skated, and it also protects the customer, who is  expecting a different experience than the sales floor.)

*Your SPECIAL INTERNET PRICE is valid ONLY on purchases made directly through our Internet Department using one of our Internet Sales Managers. All vehicles are subject to prior sale. Price Quotes expire at the end of the month along with most factory rebates and incentives.

(This instills some urgency by putting an emphasis on taking advantage of the sale before the end of the month and clues the customer into an expiring rebate or interest rate.)

Please note: Your SPECIAL INTERNET PRICE includes dealership discount, factory rebates, and online savings certificates.

(Put this here to prevent customers from presenting any coupons after you complete the sale.)

Bullet Point Template 

Dear Mr. Jones,
Thank you for your purchase request and this opportunity to sell you the vehicle you desire.  I do have this particular Explorer in stock and it is ready to be parked in your garage or driveway!

The Manufacturers Suggested Retail Price (MSRP) is $36,510.00.

• SPECIAL INTERNET PRICE is: $32,876.00 plus tax and fees, after the factory rebate. 
• I can speed up the process even more by getting your credit pre-approved.
• You can access our online Credit Application by visiting our Website at: Credit Application.
• Ford has some other rebates you may qualify for as well.  With approved credit you can elect to take advantage of the special financing rates of 0.9% on 60 months. 
• Please let me know if this vehicle meets your needs.
• I will call you immediately to follow up on your purchase request and to set up a time for a demonstration drive and delivery.  

I promise to make your vehicle purchase experience the best you ever had.

Best regards,

Gilbert A.Chavez

Internet Sales Manager

Chavez Dealer Group

email: gilbert@cdgooo.com

HOTLINE: (555) 555-5555

Bullet Point Template for the Hook

Mr. Jones,

• I do have an outstanding Factory Certified pre-owned 2004 Eddie Bauer Explorer with only 11,994 miles on it!
• I could save you a lot of money in depreciation and get you a great discount on a new car vehicle service agreement (extended warranty.)
• The Sticker Price on this 2004 Eddie Bauer Explorer is: $32,999.00.
• Your SPECIAL INTERNET PRICE is: $25,988.00.
• This is significant upgrade to the XLT that you are interested in.
• It still has the balance of the manufacturer’s factory warranty, which is 3 years / 36K miles, or whatever occurs first

Options/Features Eddie Bauer PKG -

4 Wheel Drive  8 Cylinders  Abs (4-wheel)  Air Conditioning  Alloy Wheels  Am/fm Stereo Automatic Transmission ...

• This Quote is only valid when the vehicle is purchased exclusively through me in the Internet Sales Department. To best serve my clients I work by appointment. Insist on seeing me personally when you arrive. My HOTLINE number is (555) 555-5555. Please call me or email any questions you may have.
   
• *Your SPECIAL INTERNET PRICE is valid ONLY on purchases made directly through our Internet Department using one of our Internet Sales Managers. All vehicles are subject to prior sale and Price Quotes expire at the end of the month.
  
  Note: "Your SPECIAL INTERNET PRICE " includes dealership discount, factory rebates, and online savings certificates.