Conversion of Online Trade Appraisal Leads

Is your dealership converting a high percentage of trade leads?

A lead comes in. It provides a name, and information about the owner’s current vehicle. Maybe it includes a request for a new car, usually not. The prospect has either been on your website using your Trade-In tool, or on, or on some other website sending you leads that generates a trade evaluation. Either way, it is apparent the prospect  is looking for information about the value of the vehicle they currently have sitting in their driveway.

What is amazing is the way in which, when Mystery Shopped, dealership representatives handle these leads. Right in front of you is an opportunity to get a customer into your showroom.  Trade leads have a high conversion rate when properly worked. Yet, these leads often go unanswered in a professional way because the Internet Salesperson is not sure what vehicle the prospect want to purchase, and therefore moves on to lower hanging fruit.  We should be trying with every prospect to turn to the trade so we can get them in the door, yet here we have a person who’s primary focus is the trade, and we lose our ability to pick up the phone and work the customer toward a showroom visit.

The people looking for trade information want transparency,  just like the new or used car buyer wants.  Unlike the new or used car buyers, the trade-in prospect does not realize that they have become the seller, so we need to educate them to understand that we are the buyer. If we are going to buy their vehicle, we have got to have an opportunity to see it, touch it, drive it, and decide if we want to make an offer on it.  “How much will you give me for my trade?” “Mr. Customer, the tool’s you have been using online provides a range between X and Y, I may be able to get you a little more, but since I will be the one to write you a check for your vehicle – whether you buy one of mine or not – I would like to take your car out for a test drive. I have time this afternoon, or tomorrow morning. Which is most convenient for you?”…

…There are other similar word tracks which can be used.

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Dani aka The Dealer Quarterback

Dani Zandel got her start in the auto dealership world on a rainy day in January, 1998. The rest is history, which includes jumping head first into running Internet Departments before CRMs became popular (using Yahoo! Mail)...before Internet Departments existed... before Internet leads arrived from any source other than the vehicle manufacture! Dang! This bio just aged Dani way too much! Since those early days, Dani has sold vehicles, trained in the F&I office, and excelled at Internet Lead Handling, while exploring other low-cost, high ROI opportunities to sell cars to the community. Some of Dani's accomplishments include Certificates of Completion for the F&I and Internet programs at College of Automotive Management, as well as the Human Resources program at Loyola Marymount University (extension). She has rank advanced as a representative of Send Out Cards, and believes every salesperson and every car dealership should consider the benefits of showing gratitude to car buying prospects and customers. Dani has had the joy and pleasure of working with great dealerships -- most recently training the BDC team at a prominent Los Angeles Cadillac dealership, and previously implementing a BDC from non-existence to operational success for a Toyota dealership, and before that, a Chrysler, Dodge, Jeep Ram and Fiat dual rooftop dealership. Her combined experiences in HR Management, Telephone & Internet Communications, and understanding of the technical side of CRMs, in addition to her own car dealership experiences, give Dani a leg up in the organization processes involved to create and install BDC departments, and restructure Internet departments within car dealerships. Dani professionally seeks to work with car dealerships on the specific tasks of CRM Automation, BDC installation, BDC/Internet training, and Appreciation Marketing. Dani's future personal goals include travel to the crystal blue waters of Santorini, Greece, and acclaimed success as a consultant, trainer, and speaker on the circuit of Automotive Dealership Seminars, specializing in the topics related to Internet and BDC success. Dani is the author of "How to Create Customer Loyalty" (available on Amazon) and is currently working on her 2nd book (still untitled) targeting an audience of Car Dealership Owners, GMs, and Sales Managers.