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Here's how you can discuss the key differences between selling new and used cars in an interview.

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When you're gearing up for an interview in automotive sales, understanding how to articulate the distinctions between selling new versus used cars is crucial. Selling new cars often revolves around presenting the latest features, technology, and design that come straight from the manufacturer. It's about creating excitement around the newest models and their advancements. On the other hand, selling used cars requires a different approach. It involves a keen understanding of car history, the ability to assess and communicate the value of a pre-owned vehicle, and often, a more nuanced negotiation skill set. Both require a deep knowledge of cars, but the sales strategies differ significantly.

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1 New Car Sales

Selling new cars means you're dealing with the latest models, which usually come with a manufacturer warranty and the promise of cutting-edge technology and performance. Your discussion should focus on how you highlight the benefits of owning a brand-new vehicle, such as reliability, advanced safety features, and the prestige that comes with the latest model. Emphasize your ability to stay informed about new industry trends and how you leverage that knowledge to meet customer expectations and build trust.

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Rares Petre

Account Manager Energy and Industry @ Hilti Great Britain | North E&I Team
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Selling a new car as any type of car starts with the need from the customer. Asking the right questions and understanding the needs that lead to a new car are where this starts. A new car comes with tons of benefits but generally now with a long waiting time. More financing options are available on new cars but also more work is required. Sometimes the employer does not pay salespeople differently on new or used cars but this should not influence the salesperson’s performance in front of the customer. Stay focused and put in the effort, sometimes more test drives are required and more patience in choosing the right colours etc. offer that red carpet treatment and reward the customer with a 5 star experience. Sometimes the wait is worth it.

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Mark Gilbert

CEO & Partner ATN | Bestselling Author | Global Sales & Marketing Expert | Renowned Speaker| Platform Management Company to Dealers, OEM's and Small Businesses
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One distinctive approach I've found effective is framing the discussion around customer mindset and expectations. When selling new cars, highlight the latest technology, warranties, and the thrill of being the first owner. Conversely, for used cars, emphasize the value proposition, including cost savings, vehicle history, and certification processes. During interviews, share personal anecdotes about helping customers find their perfect match, whether new or used. This humanizes the experience and showcases your ability to adapt your sales strategy to different customer needs, demonstrating a deep understanding of both markets.

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2 Used Car Sales

When discussing used car sales, it's important to mention your expertise in vehicle valuation and history checks. Used cars require a different sales tactic; you must reassure the customer of the car's reliability despite its previous ownership. Stress your proficiency in assessing trade-ins, understanding market value, and your skill in creating an appealing narrative for a vehicle with a past. Highlight your ability to connect with customers looking for value and quality in a pre-owned car.

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Rares Petre

Account Manager Energy and Industry @ Hilti Great Britain | North E&I Team
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Used vehicle sales comes with worries from the customer that have to be dealt with straight away. Found the right car within the budget? Perfect! Dive into the service history, be open if it’s missing something, show, demonstrate. Tackle the preparation process that the car had, show data of what was done and replaced and ask what their worries are. Offer that second test drive amd be open if there are still things outstanding on the car to be fixed. Customers appreciate honesty and to feel in control of the decision to buy or walk away. Reinforcing the processes of preparing the used car for sale and presenting the after sales processes of the company are also useful. If the company allows, introduce the customer to the service manager.

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3 Client Expectations

Understanding client expectations is pivotal in both new and used car sales, but the emphasis differs. With new cars, customers often expect the latest amenities and may be more inclined towards financing options. In contrast, used car buyers might prioritize vehicle history and affordability. Your ability to tailor your sales pitch according to these expectations demonstrates your versatility and customer service acumen in the automotive sales industry.

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4 Sales Techniques

Sales techniques vary between new and used car sales. For new cars, you may focus on promotional deals and financing options. In used car sales, it's about building trust and showcasing the car's value. Discuss your adaptability in using different sales techniques like feature-benefit selling for new cars and problem-solving for potential concerns in used cars. This shows your comprehensive skill set in automotive sales.

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5 Product Knowledge

Product knowledge is essential in both realms; however, for new cars, it revolves around current specs and technological advancements, while for used cars, it's about knowing the vehicle's history and condition. Explain how you keep up-to-date with the latest product information for new vehicles and how you perform thorough research and inspections on used cars to ensure quality.

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Rares Petre

Account Manager Energy and Industry @ Hilti Great Britain | North E&I Team
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Customers decide very quick if they want to deal with you or not. Capturing their interest is key but you can also lose them by overselling the car later in the process. This is especially important when you are very knowledgeable on the new or used car but especially new cars. The new car customer leads the conversation to specs and “what’s new”. As salespeople, we must stay focused and not oversell by explaining all features and bore the customer. Remember, they are there so you reinforce their decision and expectations. Ask questions and answer them truthfully with the right amount of information. Don’t bore, oversell and over explain the car. Keep the customer involved and find what are they looking for always making it about them.

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6 Negotiation Skills

Lastly, negotiation skills are key in both new and used car sales, but the approach may differ. With new cars, you might be negotiating within a tighter margin set by the manufacturer's suggested retail price (MSRP), while used car negotiations can be more flexible based on the car's condition and market demand. Discuss your ability to navigate these negotiations with confidence and professionalism, ensuring a win-win outcome for both the dealership and the customer.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Here's how you can discuss the key differences between selling new and used cars in an interview.

1

2

3

4

5

6

7

1 New Car Sales

2 Used Car Sales

3 Client Expectations

4 Sales Techniques

5 Product Knowledge

6 Negotiation Skills

7 Here’s what else to consider

Automotive Sales

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Here's how you can discuss the key differences between selling new and used cars in an interview.

1

2

3

4

5

6

7

1 New Car Sales

2 Used Car Sales

3 Client Expectations

4 Sales Techniques

5 Product Knowledge

6 Negotiation Skills

7 Here’s what else to consider

Automotive Sales

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