CARFAX Canada Driving Insights


Win more trades: Recognize your customers’ hard work

by Drew Harden, Fri, Mar 15, 2019

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It’s well known that the used car buying process doesn’t start when a customer shows up at your dealership’s lot. It’s likely that the customer has done hours of research beforehand and may already know exactly what they want to buy. What about when it comes to the trade-in process? It turns out that 3 out of 4 used car buyers will do some form of work to prepare their car for trade-in. By acknowledging this preparation and effort it could help the process go much more smoothly. 

Driving Insights Video 1 July 5

How customers prepare for the trade

The most common way a customer gets ready to bring their car in for a trade appraisal isn’t research at all, it’s picking up those old fast-food bags and getting out the vacuum! Among used car buyers, 52% will do a deep clean of their car before it reaches your lot. After that, 41% will put some thought into what price they want on the trade-in, and 18% will finally get that oil change or fix that minor scratch or dent they’ve been putting off.

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How do customers decide on price?

The factor that most influences whether a customer with accept a trade-in offer is how much they think their car is worth. What are these expectations based on? Typically, it’s comparable listings that they research online. Among used car buyers that research their expected trade-in price, nearly 7 out of 10 do so by visiting their preferred listing site to find comparable vehicles.


What about customers who haven’t prepared?

If 3 out of 4 buyers prepare for the trade-in process, that means 1 in 4 buyers don’t. It may seem safe to assume that someone who prepares for the trade is more serious about transacting, but we found the opposite. Our research shows that someone who did prepare for the trade is more likely to sell or dispose of their car some other way other than a trade.

What should you do?

"3 out of 4 used car buyers will do some work to prepare their car for trade-in; acknowledging this preparation and effort could help the process go much more smoothly.”

Most used car buyers will prepare for the trade-in process in some way, so ask what they did and acknowledge this work during your evaluation. For example, if the customer has cleaned out their car, don’t bring up the need for detailing. If research into similar vehicle pricing and trade-in value was done, it’s time to collaborate with the customer. Match their process, start with the list price, even if it’s based on a fully reconditioned car on an online listing, then walk them down to a realistic offer trade-in offer while explaining the reasons behind the value difference. Remember, it’s the more prepared customers who are likely to turn down your offer, so addressing and working with a customer’s preparation is essential.

Explore how our research can be applied at your dealership to help you win more business - request a consultation with a CARFAX Canada Rep:

Driving Insights
Driving Insights is an information series designed to help used car dealers better understand the motives and behaviours of Canadian used car buyers. The research, designed by CARFAX Canada and executed by Dynata, is based on the most pressing questions of dealership management and staff across Canada, answered through a national survey of 1,000 Canadians who recently bought a used car from a dealership. If there’s a question you’d like us to address, email and we’ll get you some answers!

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