If the dealership has been around long enough, there’s some solid advice between the front line of cars and the GM’s office for those looking to buy/lease a new or used vehicle. So share that information with the public. Don’t keep secrets. Use the experience of the car dealership to engage with a new audience. For example, most people buying their first car have yet to learn what to bring when purchasing/leasing a vehicle. It’s okay; it’s their first car, and believe it or not, they typically take clear directions well. So let them know in a short 15-30 seconds video, “Bring your last 3-6 months of pay stubs, 3-5 References, preferably a down payment, and a positive attitude.” If you want to elaborate on why they may need each item, briefly explain why the dealership needs employment verification (paystubs), 3-5 References (the bank wants to know you will make your payments). They need a down payment to make the bank more at ease with loaning a young person a significant amount of money. As fast as you read those previous statements, it is precisely how long the video needs to be.

Follow this format:

• Introduction (name of the person speaking + name of the dealership).
• Knowledge (What you need from them to buy a vehicle with an explanation).
• Ending repeat intro plus where they can shop online and your location.

That’s it.

Salesperson refusing Bad Credit Buyer’s Down Payment

Now I know what you are thinking. “Why would I want someone with Bad Credit to buy one of my vehicles? The dealership has a hard enough time selling vehicles to people with Good/Decent Credit.” Let’s talk about it, shall we? Many believe car dealerships and salespeople are not to be trusted. All anyone is selling is a lemon, a dream, and expansive debt. The Bad Credit Buyer does not think of any of these things, nor do they care about any of those old beliefs. The person with Bad Credit is looking for a second chance. All they want is a car to get them back & forth to work so they can continue to improve their lives. Besides, you and I know you have had a vehicle on the lot for far too long. Every time you see the porter wheeling out the jumper cart to charge the battery that has gone dead from Father Time trying to call it home, you die a little inside, and you wish someone would steal it so the insurance would cover the flooring you have on it. It turns out that’s just the vehicle you will sell to the Bad Credit Car Buyer. Why? Because they need a second chance at credit, you need that car to disappear. Do you know that new lender who has been on your phone daily for the last month? That lender will take the deal, provided the buyer can make a down payment, and the dealership can hold a point or two. Mr. Bad Credit is getting his new ride.

So, how do you Create Content that makes sense for this person to trust you? Like the first-time buyer, you will create an informational video explaining what they need to bring with them—mostly a sizable cash down payment, all the verification steps, and, again, a positive attitude. Following the previous structure of the video, I will add one caveat. Make sure you are empathetic in the video. No, you don’t have to make a Sara McLachlan “In The Arms of an Angel” style video but show that you understand that they are trying to get it together and the dealership is here to help them. If you’re a finance manager, I know your head is about to burst from this section, but hold on. Your ideal customer is next.

Now, Captain Good Credit knows their credit is good. They know it so well they came to the lot in an Uber. Why? Because they plan to be there for a short time. They gave their other car to one of their children or grandchildren, so there’s no trade-in, but they know that doesn’t matter. So their 799 credit score is dying to be used, and you are here to ensure they leverage it properly.

Good Credit Car Buyer Buyer

Creating Content is much different for this buyer regarding Captian Good Credit. You do not even need to be in the video. This Content is the parading of the prize. It’s all about the vehicle. You don’t have to mention price, options, warranty, or financing. This buyer is looking for a specific vehicle. You will either have it or not. No, they do not want the lower base model. They come in today for the “bells & whistles.” Navigation, Apple/Google Air Play, Leather Seats, The Chrome Rims, EVERYTHING THE HEART DESIRES. This buyer doesn’t need to be practical. Not at all. They are coming in to buy what they want, and you are here to provide said service. If you want an example of what I am talking about, play this video.

Now I know that is not what you were expecting, but trust. Captain Good Credit dug deep to find this vehicle, and they want to see if you have it on the lot. You remind them that the car is waiting to go home with them.