Many people that have been refused car credit or turned down at a normal car dealership, think that the only way that they are going to be able to obtain financing is if they use a buy here pay here car lot. The so call internet manager emailed me the final price for new car and when I got there he told me that the car is not one his lot but on another dealership and if I test drive a different one first then if I like it he will make me a contract for the one he emailed me. Sure enough he didn’t want me to buy the one he emailed me, instead he told me that if I want the one he emailed me then it would be more money.
Aside from the specific sales tips, what we’re talking about here is differentiation: Making your dealership stand out from other dealerships – not just by producing better creative, but by truly being different – perhaps starting with the appearance, attitude, friendliness, charisma and mindset of your sales force.
When the keeper appears, the dealer rather than being vengeful or hurt should realize the dealership needs professional help and seek it. There are many ways to continue operating a dealership with a keeper and to resolve the situation, re-capitalize the store, or sell the dealership at a fair price, vis-à-vis a fire sale.
While most dealer websites offer photos, a complete list of options, an available vehicle history report, and a promise that their used cars have been inspected and reconditioned by their service department, most consumers want to know their trade-in value based upon make, model, and miles.
To think otherwise would be to subscribe to the theories that (1) even though you think a dealership could make a million dollars, the store is worth zero blue sky because it made no money last year; and (2) if a store has been making $5 million per year you should pay say 3 times $5 million as blue sky even though you think you will not produce that kind of profit.