BHPH is, by nature, a retail business—you have a product supply, and hopefully, there’s a demand for what you’re selling. The better your products are, the more likely customers are to buy them.
This retail process gets even more complicated, especially when buyers are investing in something as expensive as a car. That’s why you need a high-quality car inventory for your BHPH business to be successful.
But what does it mean to have a quality inventory? It boils down to three things:
If your car lot exclusively sells Chevy Malibus, you’re probably not going to have a successful BHPH business. While BHPH lots aren’t going to be the space for Escalades and BMWs, your should still keep a diverse selection of vehicles that could attract a variety of buyers with a variety of needs—economy cars for the budget-conscious consumer, minivans for families, or trucks for hard workers, to name a few.
For car salesmen, there’s a lot of power in the words “I have the perfect car for your needs.” Diversify your selection, and reap the benefits—your customers will, too.
Whether it’s a 1999 Chevy Cavalier or a 2017 Rolls Royce, buying a car is a huge purchase with a ton of risks. If the car you buy turns out of be defective or breakdown-prone, you could spend thousands more than you intended just to keep your car on the road.
As a BHPH dealer, it’s important to keep your cars well-maintained so they a) look more appealing to buyers and b) stay reliable over the course of ownership. This will maximize the value you receive for a vehicle, and will make sure your buyers don’t have any complaints with their vehicles down the road—so have all of your inventory inspected before selling them.
This issue goes well beyond cars—poor vehicle quality and dependability can irreparably damage the public perception of your business, especially if you set up shop in a smaller city or a rural area. If one or two customers have immediate troubles with their vehicles from your lot, they’re going to tell their family and friends about it—and the chain continues.
Word of mouth is one of the most powerful forms of marketing—it can work for you or against you. If your business has a reputation of selling high-quality, dependable vehicles, your bottom line will reflect that. But if your reputation is poor because your vehicles aren’t dependable, it could be more than enough to sink your business.
Even when buyers are buying a used car, they want to feel like it’s a new car. They crave a squeaky clean interior, flawless upholstery, and of course—that new car smell. If your cars aren’t pristine (or worse, they leave proof of previous owners), it’s going to make the buyer question the quality (and the past) of the vehicle.
While you can always scrub down a car with some Armor All wipes, a vacuum, shop towels, and a toothbrush, it’s hard to get that professional touch that wows buyers. Taking all of your vehicles to get professionally detailed will ensure that your cars always have that pristine look and new car smell, and will free up time for you to help customers and build your business rather than scrub cupholders and vacuum floor mats.