Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
The resent article " Trade In Walk Around to set right the customers expectation" was a ground reality that we face in daily trade in situations around the world , I recommend using some simple tools such as paint thickness measuring gauge to make the process more lively interesting and convincing to the Customer because we with our skills can tell which areas are repainted but the customer might not be able to see the color fade, back drop base lines or roughness pertaining to body paint.
It so happened in a cool winter morning back in 2000 I received a lady customer with a Ford Taurus trade in the first glance on the vehicle revealed total repaint except the roof.
Conveying the message gave me the feel of Customer disbelief and anger, I had to with draw, divert her attention to the hovering cloud above, and brought her back to the receptive mood and proceeded again.
what I did I used my old tested friend the paint thickness measuring Gauge starting from roof taking her along and teaching her what the instrument was all about arousing her Quriosity & interest and declaring the roof paint to be original much to her pleasure.
Remaing area readings became to obvious to her and I found her firing her husband on the mobile as to what he has done to the vehicle.
The Trade in clicked , Customer expectation became realistic, we completed the trade in and after words made a nice margin after setting the paint right.