Telling the Fix & Clean Story
Most sales people use some sort of reconditioning defense of the trade number; most of the time this sales strategy presented in a vague and ineffective manner. Very few prospects care what a dealer has to do to their car in order to turn around a sell it for a profit. And why should they?
This video illustrates how to weave the customer into the story, involve the customer, and quantify the value of "fixing & cleaning" the trade.
Building to the Customer's Number + Tax Credit
The prospect objects to the trade value; I respond using empathy then attempt to isolate the objection. I use the "building to the customer's number" strategy. Notice how I don't ask "where they got their number" Asking that question is confrontational, in fact I agree that the customer's research is "spot on". Using the verbiage "your vehicle can be worth" leads me into a conversation that describes and quantifies what it will take to make the vehicle worth the amount the customer requested. The close is easy, "who do you want to invest and risk that investment, you or us?" I also tell a story to emphasize and quantify the value of the tax credit. This is selling.

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