Handling Objections
How to navigate the sometimes unrealistic and often emotional reactions to trade-in values.
Getting Started.
The news of a depreciating asset, like a motorcycle or other powersports vehicle, can sometimes be difficult for shoppers to swallow. Getting surprised by a wholesale or auction value for a bike someone has poured some heart, blood and elbow grease into, even more so.
But the knee jerk reactions that come from number that might be just a bit lower than the dream offer they’re hoping for is just a natural, human, and emotional response. Helping shoppers to see this can be challenging, so we’ve put together some starter objections for you, and some answers to use when you hear them.
We really hope that you all will share some other objections you’ve heard, even the crazy ones, so that everyone can discuss them and learn some of the very creative strategies out there for helping a buyer get what they’ve really come to you for.
Click the topic below that you want to see handling advice for:
Objection:
“No way I would trade with your dealership at those numbers, that is way too low!!”
Answer:
I understand Mr. or Mrs. Customer, I felt the same way when I ran the numbers on my bike. We hear this from time to time, but rest assured we will give full-market value on your trade-in. As a matter of fact, my used bike manager and I were looking at your estimated trade-in value report just a few minutes ago and he/she would love to see your bike in person so he can make you a firm offer, even if you don’t buy ours. What time today or tomorrow works best for your schedule so our used bike manager can take a look at your bike?
Objection:
“Why is there no way to add my customized options?”
Answer:
With so many options available and so much blood and sweat and pride that goes into a personal ride like yours, there is just no accurate way to adjust these standardized values for all the unique options. In this case we really need to see your bike and those options to have a better idea of how much value they truly add to your trade. What time today or tomorrow works best for your schedule so that our used bike manager can take a closer look at your bike and make your a firm offer?
Objection:
“KBB.com says my trade-in is worth $XXXXX (good condition), why are your numbers different?”
Answer:
“KBB.com is rarely used in the powersports industry and is really just a marketing platform for KBB. By driving vast amounts of visitors to their website this way, they command top dollar from advertisers who want to market their products and service to KBB’s visitors.
So let me ask you, if you were going to build a website, providing trade-in values as the only means to drive eyeballs to that website, would you put low values on your estimates or high values on your estimates?”
– wait for answer, and then:
“…you’d put out high values… You know what? So would I. And so do they.
But we do not and have never used KBB in our dealership as their numbers are months behind the market. This is why our website appraisal tool utilizes NADA Guides wholesale data.
My used bike manager and I were looking at your estimated trade-in value report just a few minutes ago and he/she would love to see it in person so they can make you a firm offer on your bike, even if you don’t buy ours. What time today or tomorrow works best for your schedule so our used bike manager can take a look at your bike?”
Objection:
“NADAGuides.com says my bike is worth $XXXXX (average retail) and $XXXXX (low retail), why are your numbers so much lower, the tool on your website said this is powered by NADA?”
Answer:
“NADAGuides.com is used as a guide for retail pricing not wholesale/auction data. NADA Guides provides lender, dealers and manufacturers with auction/wholesale data of what a bike is worth based on current market conditions. We are very transparent with our customers and want our customers to have a more realistic expectation of what their bike is really worth as opposed to playing games like some other dealers. I want to assist you in getting you the maximum amount for your trade-in…what time today or tomorrow works best for schedule so that my used bike manager can make you a firm offer on your bike?”
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