One of the most exciting positions of my career was as a Regional Manager for National Powersport Auctions (NPA). Every week I visited dealerships throughout my territory, and over time I noticed a pattern that repeated itself regardless of the size of the store or the brands they carried.
Eventually, the conversation would turn to a deal they either lost or nearly lost because of the customer’s trade.
Maybe it was a metric dealership hesitant to take a Harley-Davidson. Maybe it was a Harley dealer unsure what to do with a European adventure bike. Whatever the situation, the hesitation usually came down to one thing: they simply weren’t confident in what the machine was worth.
Years ago, I understood that hesitation. Determining an accurate trade value often meant making a few phone calls, relying on experience, or taking an educated guess. If the motorcycle or side-by-side wasn’t something you normally stocked, it was often easier to pass than risk making a bad buy.
The problem is that passing on the trade often meant passing on the entire deal.
Today, dealers have access to valuation tools that can provide a solid estimate of a machine’s Actual Cash Value (ACV) in just a few minutes. That doesn’t mean every trade belongs on your showroom floor, but it does mean every trade deserves a fair evaluation. Some units may fit your used inventory strategy. Others might be retailed elsewhere or moved quickly through wholesale or auction channels.
The best dealers I’ve worked with aren’t successful because they take every trade. They’re successful because they evaluate every opportunity instead of letting uncertainty make the decision for them.
If there’s one lesson I took away from my years at NPA, it’s this: don’t let an unfamiliar machine keep you from selling the one your customer came in to buy.
If I can help you think through the best strategy options to fit your unique situation, give me a shout!
Brian Croft, Herohub Performance Coach
Email: brian.croft@herohub.com
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