Author: Kate Shakesheff

Getting the best price under the online hammer

Posted on by Kate Shakesheff

When it comes to selling on an online auction site, there are a few things sellers can do to give their vehicles the edge.  One thing is for sure, honesty is the best policy when it comes to listing vehicles. Buyers won’t necessarily be put off by the odd scratch or dent, but if you hide it, they’ll rightly wonder what else you aren’t telling them.

An accurate listing and description of a vehicle is the most important thing to remember. Sellers should also make sure they have a complete service history, V5 and MOT certificate. This enables retailers to know what they are buying and have confidence in the seller and the condition of the car they are bidding on. A car that’s described honestly will maximise bidding opportunities and encourage more sales. Include a full description, such as colour and condition, but don’t forget to highlight benefits such as a low mileage or any attractive interior features.

On top of an accurate description, good presentation is key in attracting a good level of buyer interest. Spend a little extra and get a proper valet service to spruce up the vehicle. Vehicles that are well prepared will retail quickly, improving stock turn and cash flow.

Photography is essential to enhance the description. Wash the vehicle before taking pictures and get shots of the interior and exterior, plus a photo of the service book. Use the best pictures first, using a full shot of the vehicle as the cover image.

Another trick of the trade is to set a realistic reserve price. Remember, this is only disclosed to buyers once the auction has finished, however, by starting at a low price, sellers can attract early bidders and watchers.

FullAuction is our trade-only vehicle auction site and makes selling easy and more profitable. Many of the key steps for getting a good price are included in FullAuction, helping retailers sell their stock for more. In addition, the service attracts hundreds of validated buyers, with a quick and easy listing process, making it easier to sell and deliver vehicles for a more positive auction experience.

Are your customers doing their shopping on a test drive?

Posted on by Kate Shakesheff

The test drive process is a vital element of the customer purchase journey and substantially increases the chance of securing a sale. Well, that’s the perceived wisdom among dealers, at least. The idea is that once a customer is behind the wheel, the benefits of the vehicle speak for themselves, especially when it comes to considering an upgrade.

We conducted a survey of 200 used car buyers and the results show just how important extended and unaccompanied test drives are. In fact, 49% of respondents said they would feel more positively about a dealer if they were offered an extended or unaccompanied test drive and would welcome the opportunity to make a more informed purchase decision.

Whilst 43% said they would use the opportunity to show the car to friends and family to gauge their opinion, the vast majority (89%) admitted that a positive response would likely swing a sale. A further 15% would take it to show off to colleagues at work, for that all important second opinion, with more men (18%) than women (13%) saying they would do this. Nearly a third (32%) said an extended test drive would increase the chances of them ‘falling in love’ with the car they were test driving and 20% said it would increase the probability of them buying that make and model of vehicle.

Women (25%) are more likely to do day-to-day errands in an unaccompanied test drive car, compared to 23% of men. However, it’s clear that both genders like to test a car to make sure it fits their lifestyle, whether it’s doing the supermarket shop, packing for a trip or fitting in the golf clubs and yoga mat.

When it comes to testing the driving of the vehicle itself, overall performance was rated the most important factor, closely followed by visibility and ease of parking. Whilst 42% of men tested a car for motorway driving, women were more likely (38%) to make sure there’s enough space in the boot.

That time alone in a car allows potential buyers to test a car for comfort, equipment and handling, as well as lifestyle features, such as space and in-car gadgets. It also takes the pressure off customers, without the salesperson accompanying them. However, our survey suggests that some customers may be tempted to take liberties with a test drive, when it comes to speeding or driving on a motorway. Dealers need to consider both quality short term insurance cover, in the event of an incident, as well as the tracking of traffic offences or charges, enabling them to offer unaccompanied test drives with confidence. Crucially, this means dealers can enhance the customer experience and boost their bottom line, by making the most of new sales opportunities.