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:

1. Assist dealerships with the implementation (all facets) of their manufacturer’s Certified Pre-Owned Program
2. Provide concepts and strategies for Certified Pre-Owned digital marketing
3. 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