NIAGARA FALLS, NY – November 10, 2016: Given that certified pre-owned vehicle sales will increase 25% next year, dealers who focus on CPO merchandising and sales tactics will help ensure consumers get the right messages to help them shop and buy these vehicles with confidence.
Richard Ashworth, president, Wheel’s Automotive Dealer Supplies, is vocal about the need for dealers to merchandise these cars much differently than they might have CPO cars in the past.
“CPO is a unique franchise – a different animal. And dealers should prepare their sales team on how to present, describe, and sell them more successfully,” says Ashworth, who’ll share CPO merchandising best practices at booth 210 at USED CAR WEEK, Nov. 14-18, at the Las Vegas’ Red Rock Casino, Resort & Spa.
Chosen by 17 OEMs to design and manage their dealers’ CPO merchandising programs, Wheel’s is the merchandising expert in certified pre-owned.
CPO opportunities will be a major focus at Used Car Week, especially at its CPO Forum workshops. There, experts such as Jasen Rice of LotPop.com, Richard of NCM Associates, Majd Saboura of vAuto, and others will share best practices for selling more CPO vehicles more profitably.
“CPO inventory is not merely used cars,” Ashworth notes, “so dealers who use the right visual cues, attention-getters, and marketing products to merchandise these cars will create this crucial and vital distinction in buyers’ minds.”
Sales consultant Tommy Gibbs agrees.
Gibbs advises every dealer to place a CPO unit in the showroom and cover its sheet metal with magnetic signs that describe the features, benefits and value proposition of CPO inventory. The signs are a self-guided CPO lesson for browsing shoppers and well-massaged talking points for sales associates to use with customers.
Gibbs notes that CPO signage should distinguish the dealer’s CPO franchise from the remainder of the used inventory. “You want them to stand out,” he points out.
Several OEMs require their dealers use branded CPO-differentiated signage, point-of-sale displays, banners and windshield stickers. Their contracts with Wheel’s enable dealers of these OEMs to order CPO merchandising materials directly.
Visitors to Wheel’s Automotive Dealer Supplies Booth #210 may receive one of 200 gift cards toward 25% off Wheel’s Auto Dealership Supplies and all visitors may enter a drawing for one of three $500 gift cards redeemable toward used car inventory merchandising products and material from Wheel’s. The grand prize will be a $500 iPad AIR tablet. Entrant presence at drawings is not required. Winners will be notified by certified mail.
To view Wheel’s line of distinctly used car and CPO-focused showroom and lot merchandising and marketing products, visit Wheel’s at Used Car Week, Booth #210. For more immediate information, contact Renee Perri, Vice President of Corporate Division at 1-800-465-8831, Ext. 105 or www.wheelsauto.com.
Author: Digital Dealer
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