Implementing a Manufacturer’s Certified Pre-Owned Program (CPO)
Who Should Attend:
This workshop is presented in-dealership for Salespeople, Used and New Vehicle Sales Managers and General Sales Managers
Program Duration:
1 Day
Manufacturer’s Certified Pre-Owned is the fastest growing segment of the used vehicle market and now represents 27% of total used vehicle sales – and growing. This workshop is designed to:
- Assist dealerships with the implementation (all facets) of their manufacturer’s Certified Pre-Owned Program
- Provide concepts and strategies for Certified Pre-Owned digital marketing
- Provide salespeople with the knowledge and tools to present the Certified Pre-Owned program to customers
Workshop Content:
UNDERSTANDING and IMPLEMENTING CERTIFIED PRE-OWNED
- Understanding the philosophy and goals of a manufacturer’s Certified Pre-Owned Program
- Myths and misconceptions of Certified Pre-Owned;
- “It costs too much to recondition the vehicles”
- “The Service Department is overcharging me for recon!”
- “I will be priced out of the market”
- “My customers won’t pay the extra money”, etc.
- How to get started
- The Sales Department and Service Department work flow of Certified Pre-Owned vehicle selection, check and report, reconditioning and merchandising
- Choosing vehicles for Certified Pre-Owned (which vehicles, % of used vehicle inventory, etc.)
- Where to find Certified Pre-Owned inventory
- Reconditioning guidelines (and tracking) for Certified Pre-Owned vehicles
- Proper merchandising/lot display of Certified Pre-Owned vehiclesPROTiPS for pricing, photographing and describing Certified Pre-Owned vehicles online (dealership’s website, Autotrader, Kijiji, etc.)
- Inventory control guidelines
PRESENTING CERTIFIED PRE-OWNED TO A CUSTOMER
- When to introduce the manufacturer’s Certified Pre-Owned Program to a customer
- Easy-to-implement, easy to understand Certified Pre-Owned customer presentations
- Visual aids to present Certified Pre-Owned
- Utilizing the Certified Pre-Owned program as a competitive edge against other dealerships