Transparency and Value-Building Start with Displaying Added Investments
By Dennis McGinn
This month, I’d like to share here about a new competitive advantage that takes vehicle merchandising
and value-building to a new level of customer engagement.
That is a hearty promise. Yet, dealers by the hundreds are grasping for the advantage. Every dealer
understands vehicle merchandising, the practice of drawing shoppers' eyeballs to the cars they want to
sell. Merchandising varies from window stickers and balloons to mechanical systems that lift, spin or tilt
vehicles to make them notable standouts.
Traffic-building efforts like these are well and good. Still, more compelling and transparent vehicle
merchandising begins when you acquire a vehicle and make improvements along the journey to the
physical and virtual sales lot meaningful to buyers.
Full disclosure and transparency here mean sharing with customers exactly how your dealership
reconditioned the vehicle they are considering. Solutions such as digital vehicle presentation tools make
this value-building viewable by shoppers on their personal PCs or smartphones.
This full-circle transparency simultaneously helps dealers (and their salespeople) demonstrate and build
value in the cars made ready for sale through their reconditioning process.
Full disclosure brings transparency and more profound knowledge about your cars to customers. When
you put access to such details under their control, you let the vehicle tell its story of transformation
through reconditioning into a safe, appealing and value-added car worth serious purchase
When sales staff or online presentation tools can accurately and authoritatively show prospects the
value in your cars due to the reconditioning care, detail, and, if you want to, the costs you invested in
making their car stand out, you create for your dealership a pivotal sales edge. Next to vehicle history
reports, documents highlighting the value-add reconditioning brings to the car are a top evaluation
process customers consider before buying.
The rich, VIN-specific data an automated reconditioning system can capture on each car is inert until
pulled from the system and displayed — merchandised — for customers. Please don’t ask them to ask
you for this information; instead, put it front-and-center on screen as they review your inventory online.
Let your cars’ compelling reconditioning stories sell them for you.
Digital vehicle presentation or merchandising is part-and-parcel of a dealership’s speed-to-sale mission.
Supported by three to five days in recon and time to line performance speeds through recon steps, a
dealer gains at least two competitive advantages:
Cars get sale-ready faster, reducing holding cost depreciation overhead and improving turn cycles, so cars sell more quickly at higher margins, and,
Reconditioning merchandising details complete online marketing. These include at-home access to the vehicle’s history reports, warranty information, original MSRP documentation and trim complete Vehicle Display Pages. Your vehicles’ stories are told in compelling detail, answering questions for customers and your sales team, dashing off speed-to-sale with unique confidence, trust and added value.
As the power of first-influence gains traction in the evolving automotive retail market, new disruptive technology drivers are changing how fixed and variable operations harmonize to meet and deliver more competitive customer-buying criteria.
About Rapid Recon
Reconditioning workflow automation from Rapid Reconis the industry standard in time-to-line inventory turn and speed-to-sale vehicle revenue enhancement for automotive retailers. Benchmarking data based on 13 million vehicles processed uniquely positions Rapid Recon to advise dealers on how to improve their store’s profitability. Used by more than 2,000 dealerships, Rapid Recon ensures the accountability of processes, property, and people. Hence, dealers know answers quickly, find assets anywhere, and sell vehicles promptly to grow dealership profitability. www.rapidrecon.com CALL US: +650-999-0497
855 El Camino Real
Palo Alto, CA 94301 firstname.lastname@example.org
OUR EASY-TO-USE CLOUD-BASED APPLICATION CAN BE CUSTOMIZED TO ACCOMMODATE AND IMPROVE YOUR CURRENT WORKFLOW PROCESSES. THIS INCLUDES QUICK UPDATING TO MEET YOUR CHANGING NEEDS. FROM THE VERY FIRST DAY, YOUR PROCESS PERFORMANCE MANAGER WORKS WITH YOUR STAFF TO MAKE SURE YOUR SYSTEM DESIGN MEETS YOUR DEALERSHIP'S SPECIFIC REQUIREMENTS. WE THEN PROVIDE ONGOING TRAINING AND FEEDBACK TO HELP YOU REACH YOUR TARGET TIME-TO-LINE (T2L®) PERFORMANCE GOALS.