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Respectfully, since web shoppers aren't on your lot yet, your FIRST IMPRESSION may actually be the photo of the car. Let's face it, many (even most or all) dealers do things to cars to help give them a great first impression that may not be permanent - touch up paint, black on bumpers and moldings, and tire dressing all make the car present well, but could be argued that they aren't the REAL car. It's not like we're suggesting oil additives, temp a/c recharge or even replacing dash clusters with lower miles (it happens). If you are trying to sell pre-owned cars in the $20k and up market, and you aren't the absolute cheapest on the web, you really should do everything possible to present it as a rock star. Just like you wash them every week and maintain the appearance of the store.A booth isn't for every store, but it is for every store in a high-competition market where every detail makes a huge difference.
Respectfully, since web shoppers aren't on your lot yet, your FIRST IMPRESSION may actually be the photo of the car. Let's face it, many (even most or all) dealers do things to cars to help give them a great first impression that may not be permanent - touch up paint, black on bumpers and moldings, and tire dressing all make the car present well, but could be argued that they aren't the REAL car. It's not like we're suggesting oil additives, temp a/c recharge or even replacing dash clusters with lower miles (it happens). If you are trying to sell pre-owned cars in the $20k and up market, and you aren't the absolute cheapest on the web, you really should do everything possible to present it as a rock star. Just like you wash them every week and maintain the appearance of the store.
A booth isn't for every store, but it is for every store in a high-competition market where every detail makes a huge difference.
