When to Present Kia Certified Pre-Owned* Program to the Customer

To ensure the program is viewed by the customer as a value and a benefit, it needs to be presented to them in the beginning of the sales presentation.

If used to its full potential, this program provides a marketing edge for the dealership that separates them from the other dealers in their marketplace. If the program isn’t presented to the customer in the beginning, this edge is minimized.

Over 50% of customers that salespeople talk to on the lot never make it inside the dealership doors for further negotiation. If they haven’t been informed about the Kia Certified Pre-Owned* Program and its benefits, the sales momentum is lost. At this point, the dealership is just like the others. Why should the customer return, other than to get a lower price? By giving a lower price, you de-value the vehicles on your lot.

The Kia Certified Pre-Owned* Program is designed to:

• Increase sales and improve profits by building value in the vehicle
• Justify a higher price for the vehicle

If presented properly, Kia Certified Pre-Owned* Program will accomplish both goals.

 

Walking the Customer Around the Vehicle

As the salesperson walks the customer around the vehicle — starting in the front and working around to the driver’s side — they will point out the features of the vehicle using the Window Sticker. The Window Sticker has been designed to help prompt the salesperson to explain the added benefits that the customer will receive with their purchase of a Kia Certified Pre-Owned* Vehicle. Starting at the top, the Window Sticker will display the year, make and model of the vehicle. As the salesperson proceeds down the left side, they will be able to tell the customer about the engine size and transmission type. The salesperson will also be able to tell the customer the mileage on the vehicle.

Next is the first in a series of prompts to remind the salesperson what to cover on the Kia Certified Pre-Owned* Vehicle. The 165-point inspection is the starting point to building value in the vehicle for the customer: “Let me tell you what this vehicle had to go through to become a Kia Certified Pre-Owned* Vehicle. We are very particular about the vehicles that we display and sell to our customers and friends. They all must go through, and pass, a 165-point inspection in order to be sold as a Kia Certified Pre-Owned* Vehicle.” Directly beside the Window Sticker will be a label, which lists these items for the customer. The next prompt on the Window Sticker (Monroney Label) indicates the duration of the warranty. “All of our Kia Certified Pre-Owned* Vehicles automatically come with 12 month/12,000 mile comprehensive coverage as well as a powertrain warranty up to 10 years or 100,000 miles from original in-service date, whichever comes first. **” Again, you are reinforcing how special this vehicle is – without talking about price.

 

Planting the Seed

Plant the seed for the service contract upsell in the Finance Office. “Because this is a Kia Certified Pre-Owned* Vehicle that has passed our 165-point inspection, it qualifies for a service contract. Please be sure to ask our Business Manager about it.” That is all we want the salesperson to say on this matter. Just plant the seed and move on.

 

Reinforce

Reinforce the customer’s choice of this vehicle by pointing out all the positive things that have been said about it. This discussion comes right after you mention the vehicle protection plan. Now you can point out what the original EPA rating on this vehicle was when it was new.
Explain to the customer that the dealership has used a Carfax vehicle history report service to make sure that the vehicle has a clean title. This is just one more reason why the customer can purchase a problem-free vehicle from this dealer.

Coming down the right side of the sticker, you now can point out to the customer the list of equipment on this vehicle. This lists the original standard equipment that was on the vehicle at the time of production, along with any optional equipment considered to be a strong selling point. Things such as leather interior, CD player, and power sunroof are just a few of the additional items you can highlight to the customer. Another item that can be added to the list of equipment is the original factory warranty if it is still in effect.