By Grant Dunning

During the past decade the profile of a used-car customer has changed dramatically. Many of today’s used-car customers can afford a new car, but do not want to incur the depreciation cost associated with most new vehicles. These used-car customers are more sophisticated and know what they want. They also know the difference between excellent service and poor service. Do you know where you rate with your used-car customers? The manufacturer won’t tell you. Do your used-car customers feel appreciated? Will they return to your dealership for future business? These are all questions that need to be asked.

Unfortunately, too many used-car customers do not receive the level of service that they deserve. For the past 20 years the manufacturers have emphasized CSI scores. In response many dealerships have established follow-up systems for their customers….their new car customers that is!

If you want to build your business with both repeat business and referrals, then you must treat all of your customers with a consistent level of service. A common mistake is to segregate customers based on new versus used, or the level of the purchase price and gross. This approach does not make sense.

Imagine a 17 year-old kid buying his first car. Let’s assume he is a third generation son in your dealership’s area and is going to buy a $5,000 used-car. This customer has enormous potential for future business. If this customer is treated well and is impressed with your dealership, he is far more likely to return for service, refer friends, and come back for repeat purchases over the course of his lifetime. Word of mouth, both good and bad, is extremely influential. This customer should be treated just as well as the professional who is purchasing a high priced luxury vehicle.

Unfortunately, many salespeople will view and treat a used-car customer differently. In the eyes of the salesperson the young buyer represents a small gross profit and consequently a small commission. As a Dealer, you need to ensure that these customers are not being treated poorly. This customer should be thanked, appreciated, and followed-up with like any other customer.

In addition to providing consistent appreciation, establishing a system to receive feedback from your used-car customer is extremely valuable. There are too many areas in your dealership for something to go wrong. If you do not have a system in place to actively receive feedback from your used-car customers you will not be aware of all dissatisfied customers. Unfortunately, they will usually tell other people – bad publicity that you do not need. Getting timely and accurate feedback from your used-car customer will enable you to fix problems that you don’t know exist. It will also give you a chance to build a healthy, long-term relationship with this buyer.

In summary, the relationship that you can build with a used-car buyer is just as valuable as a new car buyer. I encourage you to develop all of your follow-up systems and dealership training with a focus on your entire base of customers, not just your new car buyers.