Converting Lookers Into Buyers

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Originally Published: 7/1/2000

Article "There's a phrase you hear often in the collector car business: ""This car speaks for itself.""

Unfortunately, the phrase isn't true - and it's a lesson worth learning if you want to receive the most amount of money when you sell your car.

Consider a potential buyer at an auction. He or she will probably look at dozens, or hundreds, of cars within a few hours. You need to make your car stand out from the crowd. You need to convert lookers into potential buyers.

""It's not unlike designing an attractive storefront, or having the menu on display outside a restaurant,"" says Mitch Silver, president of Silver Actions. ""You've got to get buyers in the door. You want to give them a reason to look further at your car.

Cars don't speak for themselves; you need to speak for them. And an effective way to do that is with sales literature and other marketing materials. When you walk into a new car dealership, you'll find dozens of brochures, banners, photos and other promotional material about the cars for sale.

You can use the same principle to sell your own car. Some ideas: