Used Vehicle

Remarketing

Specialist

Seize This Profitable Niche Opportunity!

By Steve Okun

killed detailers who specialize in preparing used vehicles strictly for private resale are rediscovering a fresh and profitable new niche within their market. In a business that once concentrated exclusively on the used car dealers, resourceful detailers now find themselves diversifying their attention to the individual private sellers who need help preparing their singular vehicle for private sale.

Used Car Dealers Call It “Eyeball”!

Its long been known that buying a used car is a very emotional experience simply because every single used vehicle is uniquely a “one-of-a-kind”. But add to that the fact that most people make their decision on sheer looks, and the importance of strategic automotive appearance-care makes a whole lot of sense… and money. With few exceptions, we all “buy with our eyes”, while rationalizing and justifying the rest afterwards.

Detailers aren’t selling durability to this crowd, or even deep-cleaning and conditioning. Rather, it’s all about curb appeal and excited front-seat sensations. In a word: Emotion. Used cars are typically sold on-the-spot for that very reason. Mileage and optional accessories aside, beauty is usually the determining factor in any sale. First impressions really have a huge impact.

By specializing in this gigantic niche market, savvy detailers soon realize that in addition to making the paint shine and the interior feel and smell good, their ability to also make some minor upholstery and paint repairs offers a tremendous edge. Whether you achieve these repairs yourself or out-source, being a one-stop shop offers an important hassle-free advantage.

At Least Two For The Price Of One

Unlike dealing with a dealership’s used car manager who is responsible for many cars, you will be dealing one-on-one with the private seller. By advising your retail customer how to prudently rejuvenate their vehicle for resale, you have a tremendous opportunity to distinguish yourself and your talents.

You have your customer’s attention, because you become teammates on a mission to resell a car and enhance profits for its owner. Capitalizing on that special opportunity will give you the basis for a continuing relationship. Chances are, there is more than one vehicle in the family, or at least the car being sold will probably be replaced with another one that will need some appearance care. So, by getting involved in helping a private individual sell a used car, while making much more profit due to your know-how, you have made a potentially good long-term customer.

Reputations are built by influencing one customer at a time. If your services are worthy of praise, and you distinguish your value, people will talk. By recognizing that every customer has an indirect impact on several dozen more potential referrals, you are developing a healthy new network for growing your business. Essentially, you will create a very powerful and free marketing tool: Word-Of-Mouth Advertising.

A Quick Guide Of What To Offer

Remember that the mission is to make the vehicle look great in all of the key areas. You only need to accomplish short-term cosmetic rejuvenation, so keep things uncomplicated.

The exterior finish must have a dazzling shine, but durable paint protection is not required. All of the exterior trim must be detailed, the wheels must be very clean, and the tires dressed. Wheel cavities should be uniformly darkened to enhance the wheels and tires.

Likewise, deep cleaning of carpeting and upholstery will likely be the need of the new buyer, not the seller. A very thorough surface cleaning of the interior is critical, as well as the removal of any conspicuous stains. Every window and mirror must be cleaned streak-free. Meticulous cleaning and Q-tip detailing of door jambs, dashboards, and consoles is essential. Odor removal and air duct sanitizing with an ozone generator is an important plus, especially if the car has been exposed to smokers. Lightly dress interior plastics, leathers, and vinyl while carefully avoiding a fake, tacky look on the surfaces. Remember to clean up and dress the spare tire and trunk compartment, and make sure everything smells fresh and clean.

Lubrication of all of the hinges is a subtle enhancement that just makes things seem to work better. The same is true with WD-40 sprayed on a telescoping antenna.

Engine cleaning is a judgment call because risks are involved whenever you spray water into an engine compartment. If a quick wipe-down will suffice, you might be able to avoid potential engine and electrical problems that result from misplaced water pressure. However, clean engines are a definite advantage when showing any car for resale.

Make any necessary minor repairs to the vinyl or leather upholstery. Touch-up conspicuous micro-dings, superficial scratches & stone chips, as well as any major bumper pad scuffs. Make sure all lighting works fine, including interior bulb quality.

When you outline the care needed to prepare the customer’s car for remarketing, use the opportunity to differentiate what is needed to make the vehicle merely look good, as opposed to providing long-term protection. Plan for the future and lay the groundwork for more business after the job. Draw a distinction about how easily a well-maintained appearance is quick to resell, while neglected vehicles require more costly preparation. That variation will anticipate as well as legitimize expected service costs for the seller’s new car, making required protection and continuous-care a lot more valuable.

Distinguish Yourself As A "Used Vehicle Remarketing Specialist"

Seasoned used car detailers have made an art out of preparing a pre-owned car for remarketing. It is a tremendously valuable service that is only lightly touched upon in this article. Sharing tips and ideas with fellow detailers will offer you a wellspring of additional ideas, so do some research. Visit several used car dealerships and discover what their used car manager finds most important to look for in cosmetic reconditioning.

Catalog everyone’s ideas and develop your own package for the private seller market. Print up a special flyer or handout card and promote yourself as a uniquely qualified specialist. Farm all the used car print and electronic ad sites for potential clients and actively promote yourself as a “Used Car Remarketing Specialist”.

Remember that people are more likely to spend money on an Expert to eliminate problems and make their life less complicated. The easier you can make selling their car privately, the greater your chances are for capturing a tremendously overlooked and profitable niche market.

Be aware, too, that your competition may be reading this very same article. You Snooze, You Lose!

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About The Author — STEVE OKUN, a strategic advisor for the automotive think-tank that created the Certified Used Car for Lexus and Toyota, an Industry First!  Steve has been providing highly effective operations and marketing consulting services for the International automotive industry since 1970. Email: steve@SMOKUN.com or visit his website — www.SMOKUN.com