I’ve had several people ask about my recent series on the Pre-Owned part of the dealership operation.
When I drive on the lot for a dealership visit, one of the things I do is walk the inventory and assess it from a shopper’s viewpoint. The best presentation is chalk-line straight rows of new and used displayed to give the shopper easy access in fulfilling their preference: new, used, certified all grouped by model or marked with price. It is this balance of new and used that is going to give you the best chance of turning a shopper into a customer. With the latest statistics saying shoppers physically visit only 1.8 dealerships [down from 5+ only a few years ago], the first impression has even more importance.
So here is the entire series all in one place. And don’t forget to follow us on Twitter!
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive Merchandising.